For the third consecutive month in February, Northwest Indiana’s five casinos posted monthly year-over-year revenue increases, with .1 million in February, a 5.6 percent increase over .3 million earned in February 2015, according to Indiana Gaming Commission figures. All five also had higher attendance in February 2016 versus February 2015 and four of the five posted higher year-over-year revenue; Horseshoe Hammond posted .58 million in February 2016, down from .02 million in February 2015.
For 2015, the casinos’ total take was $972.6 million, a drop of just $2.2 million, or .25 percent, following $974.8 million in 2014. The decline from 2013 to 2014 was 7.3 percent, with a total win of $1.05 billion in 2013.
Ameristar Casino in East Chicago took in $20.96 million in revenue compared to $18.53 million in February 2015; Blue Chip Casino in Michigan City took in $13.21 million versus to $11.51 million; Majestic Star I in Gary brought in $8.45 million, up from $7.63 million; and Majestic Star II took in $5.91 million compared to $5.65 million.
Attendance-wise, Ameristar had 194,698 visitors last month compared to 194,211 in February 2015; at Blue Chip, 185,209 visited compared to 167,521 the previous February; Horseshoe Hammond had 321,639 visitors, up from 303,958 in February 2015; and a total of 155,154 visited the two Majestic Stars versus 151,236 in February 2015.
Horseshoe Hammond Senior Vice President and General Manager Dan Nita said 2015 was “almost an every-other-month kind of situation” but ended on a high note. “I’m excited to have three months in a row of revenue hikes. It’s a good way to close the year,” Nita said. He added the slight revenue dip was due to visitors being luckier at the table games in February,” plus Leap Day, February 29, helped revenue.
Ameristar Casino Vice President and General Manager Matthew Schuffert said he didn’t think the extra day made any difference, but continued gaming-table growth and lower gas prices may have helped attendance and revenue. He said February was the 14th out of the last 18 months in which the casino posted year-over-year revenue gains. “The numbers are strong. I’m very excited,” Schuffert said. But he noted, “It’s a very tough, competitive market,” located between casinos in suburban Chicago, which posted a 5.7 percent increase in year-over-year revenues, and southwest Michigan.
The increasing number of video lottery terminals at Illinois bars and restaurants also add to the competition. Regarding the video games, David Strow, vice president of corporate communications for Blue Chip Casino parent Boyd Gaming, said, “It’s competition but the experiences don’t compare. It’s night and day.” Strow said “a richer experience” give them a competitive edge.
Majestic Star Senior Vice President and General Manager Barry Cregan agreed, noting besides video lottery terminals, “racinos, fantasy sports and the possible development of another land-based casino in Chicago” also offer competition.
Even before a land-based Chicago casino becomes a reality, the Pokagon Band of Potawatomi Indians hopes to build a Four Winds Casino and a tribal village in South Bend. “All we can really focus on is doing what we do well. Then we’re well-positioned to compete,” Strow said.
Nita also observed casinos need to do more to appeal to younger generations of gamblers, who desire a more social, group-oriented experience. He said that involves redesigning the gaming floor and incorporating more skill-based gaming, in which players advance through different levels of a game.
Strow added a casino’s hotel, dining and entertainment amenities provide “a great opportunity to connect with some of these customers.” A recent $130 million hotel tower at Blue Chip and a $500 million gaming and entertainment complex at Horseshoe Hammond have attracted new customers. New dining options include Ameristar recently opened Stadium Sports Bar & Grill and Majestic Star’s re-branded the Harbor View Buffet.
Even more dramatic changes will come to Majestic Star as it becomes the first casino allowed under a law passed last year to move its operations onshore next to its existing hotel. “Potential sites within our campus footprint are under review to determine which ones within our campus footprint can physically support the future construction,” Cregan said.
