An off-Strip casino in Las Vegas has officially opened Nevada’s latest sportsbook, Boomer’s Sports Book, following a significant $35 million renovation. The debut took place at Ellis Island on August 14, 2023, featuring a ribbon-cutting ceremony attended by notable figures including Boomer’s President and CEO Joe Asher, Ellis Island owner Gary Ellis, Las Vegas Mayor Shelley Berkley, and former mayor Oscar Goodman.
During the event, the 86-year-old Goodman placed the first in-person bets, wagering on the Las Vegas Raiders to win the Super Bowl and the San Diego Padres to secure victory in the World Series. This launch follows Boomer’s Sports Book becoming operational at the Commercial Casino in Elko just days prior on August 11, 2023. A third location is set to open at Casino Valle Verde in Henderson, also owned by Ellis.
Strategic Vision for Boomer’s Sports Book
Boomer’s Sports Book will utilize the IGT PlaySports platform and hardware, focusing exclusively on the Nevada market. Asher, who has extensive experience in the sports betting industry, including his previous roles at William Hill and IGT, emphasized the significance of the local market for the sportsbook’s success. “The future of this business is going to be heavily dependent on what happens here in Las Vegas,” he stated.
To enhance user engagement, Boomer’s Sports Book has launched a mobile application available on both iOS and Android devices. However, Nevada gaming regulations require in-person registration to activate mobile sports wagering accounts. This requirement aims to increase foot traffic to physical casino locations, a strategy Ellis hopes will benefit his properties.
Building a Winning Team
Ellis expressed confidence in the team assembled for Boomer’s Sports Book, which includes experienced professionals such as Dave Grolman, senior vice president of sportsbook and customer support operations; Nick Bogdanovich, a member of the SBC Sports Betting Hall of Fame and head of trading; and A.G. Burnett, former chair of the Nevada Gaming Control Board and gaming attorney at McDonald Carano, who will oversee compliance.
The renovation of Ellis Island, located on Koval Lane just south of Flamingo Road, has been ongoing since last fall. Ellis remarked on his long-standing respect for Asher, comparing their partnership in the sportsbook industry to being in the football business with the Kansas City Chiefs. “When he decided to take on this venture, I told him I was with it,” Ellis said, underlining his support for Boomer’s operations.
Asher detailed plans for expansion during Boomer’s licensing hearings last month, targeting a total of ten retail locations across Nevada within a year. With the football season approaching, the immediate focus is on attracting sign-ups, currently incentivized by a $250 deposit match for new customers. “I’m a sports bettor and I know what matters to sports bettors,” Asher affirmed. “All we need is people to give us a shot and we’ll try to earn your business.”