Boomer’s Sportsbook is preparing to make its first move into the Reno market after the Nevada Gaming Control Board recommended it be licensed to operate at the Bonanza Casino. The license will be considered by the state Gaming Commission at their meeting in two weeks. It would be Boomer’s seventh licensed sportsbook, with five open so far.
Boomer’s CEO Joe Asher said the Bonanza Casino is a well-known property in Reno in business since 1973. It currently has an agreement with William Hill to operate the sportsbook through the Super Bowl, after which the agreement will be terminated. William Hill is owned by Caesars Entertainment.
The plan is to open a staffed sportsbook after the Super Bowl. They are working on plans for renovations and marketing initiatives to drive visitation, Asher said. The launch ahead of March Madness will give people a chance to sign up for the mobile app and watch the games.
Asher said it’s exciting to enter the Reno market and give sports bettors another sports betting option. He told the Board they started talking with Bonanza ownership in June before Boomer’s launched.
“We’re in Carson City and we were trying to figure out how to get people to come into the Fandango to sign up, but it’s asking a lot for somebody from Reno to do so,” Asher said. “We’re really happy to get the Reno market. It’s obviously the second biggest in the state. A number of the other applications pending with the Board are in northern Nevada. The idea is to build out a statewide footprint and this is going to be an important part of it.”
Asher said they will build the business customer-by-customer and brick-by-brick after starting at zero. He said they have to retain customers and keep them engaged and let them know about their pricing bets. “Overall I’m happy,” Asher told the Board about the launch.
“When I appeared before you in July, the goal was to have 10 sportsbooks open after a year. We have five open now. We’re trying to get open in Tonopah and hoping that happens in early February. We’re trying to get a Nye County gaming license nailed down. We have this application and five others pending with the Board over the next several months. That will get us to 12 by the second quarter. We’re satisfied with that.”
Ryan Sheltra, general manager of the family-owned Bonanza, said they’ve had a sportsbook for 25 years. He has known Asher for about two decades and have a great relationship.
“As Joe got back into the business, it opened up some options for us and got us to this point,” Sheltra said. “Being a family business and around 53 years, it was trying to get the right fit. Caesars was good to us, but I don’t think it was a great match. We’re a pretty small operation. You could fit our entire operation into Caesar’s valet on the Strip.”
Sheltra commended Caesars and William Hill for working with them on the transition and cited their professionalism in their interactions.
“We are definitely excited to be part of the Boomer’s family,” Sheltra said. “There’s a lot of good things happening with Joe and his team, and we can play well with that and level up and do what we do well here at our casino with Joe targeting Nevada. It’s going to be a good fit.”
