When the former Twin Rivers company bought Bally’s Atlantic City, they followed it up with buying the venerable gaming brand of the same name from Caesars Entertainment. The company was renamed Bally’s and Chairman Soo Kim pledged to rename all the company’s casinos as Bally’s. That process picked up steam last week in several locations.
In Rhode Island, the birthplace of the company, the original casino was renamed Bally’s Twin River Lincoln. The former Lincoln Park dog track has expanded greatly over the years, and the renaming has ushered in yet another expansion. Bally’s will spend $100 million on a 40,000-square foot addition to the gaming floor, a 10,000-square foot spa and larger food hall.
Paul Juliano, vice president of operations for Bally’s Corporation, was joined by Rhode Island Governor Dan McKee, Speaker of the House Joseph Shekarchi, and Senate President Dominick Ruggerio, to break ground on the project.
“Today’s ceremony marks the beginning of our $100 million investment in the State of Rhode Island and we are thrilled to break ground on a project that will involve approximately 20 construction trades over the course of the next 12 -14 months,” said Juliano.
“I appreciate the commitment by Bally’s to continue to invest in the future of Rhode Island,” said McKee. “While we are encouraged by our state’s strong emergence from the pandemic, we must continue to be vigilant about the vibrancy of our economy and today’s launch of a $100 million investment in the state is notable.”
Juliano also announced the company’s second property in Rhode Island will be renamed Bally’s Tiverton Casino & Hotel. Both properties will also become part of the Bally’s Rewards loyalty program.
In Illinois, the Jumer’s Casino Hotel, which Bally’s purchased in June will be renamed Bally’s Quad Cities Casino & Hotel, located at 777 Bally Blvd.
“The rebranding of the property, to be completed by the first half of 2022, will include new exterior signage, dice, cards, gaming chips and table-game layouts. Jumer’s branded cards and dice will be donated to local organizations.
Bally’s four-tiered rewards card program, Bally Rewards, will be implemented at the casino. In addition, 40 new slot machines will be added.
George Papanier, Bally’s president and CEO, said, “We are proud to bring the Bally’s brand to the Quad Cities and what the brand has to offer now and months and years to come. It is a very exciting time for our customers and team members alike. We thank the state of Illinois for working with our team, and we are proud of our team members who worked diligently to get us over the line.”
Bally’s purchased Jumer’s from its previous owner Delaware North in June.
In New Jersey, the revamping of hotel rooms at Bally’s Atlantic City was expected to commence on September 17, a company official told a public hearing before the state Casino Control Commission. It’s part of a $100 million spending plan for upgrades at the hotel.
Commission Vice Chairwoman Alisa Cooper asked whether the company has all the money it needs for the renovations and more. “If you run a little short on the capital expenditures that, you know, it’s not, ‘Okay, we’re only going to carpet this section or we’re going to paint this?’ Is there money there” Cooper said.
General Manager Nick Polcino—a day one Bally’s employee who started with the company in 1979—assured Cooper the funding is in place.
“The property was depressed,” Polcino said. “A lot of folks didn’t want to come here because it was dirty. And it was old. We’ve seen improvement each time we’ve invested our capital.”
The $100 million includes 85 percent of what the company will spend in the next three years, $35 million of it earmarked for hotel room improvements.
The early emphasis will be on the Bally’s Tower, with the construction of 16 new penthouse suites.
The empty spot that once housed Arturo’s became Jerry Longo’s Meatball & Martinis, a concept also in Delaware and Rhode Island.
“If you ever go there, or if you’re lucky enough to be able to get a table there, you’ll see a line out the door,” said assistant general manager Michael Monty. “They have blackjack tables at the entrance. And there’s the DJ that comes in on weekends at night.”
Local favorite, Water Dog opened last month. Plans call for an Asian restaurant and bakery.
The company, which will add a new lobby bar, an upgraded front desk area, and a high-limit slots area, has already spent $500,000 on the beach bar.
In addition, Harry’s Oyster Bar at Bally’s Atlantic City will wrap up a 10-year run at the end of September. In a statement on Facebook, the owners revealed the restaurant’s last day will be September 26. There’s no word yet on might be planned for the space occupied by Harry’s Oyster Bar.
Bally’s has tentative plans for a beach volleyball tournament next summer. The company recently bought the Association of Volleyball Professionals, the top American beach volleyball tour.
And when will all this pay dividends? “We feel that will be sometime around the beginning of summer 2023,” Polcino said. “We expect to be profitable for the entire third quarter this year.”
