Jack Entertainment LLC, which owns a casino in Cleveland and the Jack Thistledown racino in North Randall, is spending money on renovations to try to reclaim market share last recently to the Hard Rock Rocksino in Northfield, which is the best performing casino in Ohio.
Jack just spent $70 million on the Thistledown, which included a new entrance, new games and more dining.
A similar face lift, though at an undisclosed cost will now take place at Cleveland, with one of the more innovative moves being to appeal to a younger generation with the first floor of the historic Higbee Building being devoted to Synergy Table Games.
The casino company previously opened a Synergy Table Games operation at the Greektown casino in Detroit, and is doing the same at the Jack Cincinnati.
The new gaming area will, according to General Manager Mark Tricano, “provide an arena style adventure that fuses electronic table games, high-energy dealer entertainment, live DJs, pulsating lights and a giant video wall for a modernized approach to gaming.”
Patrons will be able to play electronic games such as baccarat, blackjack and roulette, while two live games will allow a live dealer to interact with up to 28 players at video stations. This set up can be compared to a “lounge with gambling,” as one observer called it, and it appeals to millennials who like to interact electronically with their friends in a social setting that mixes fast action and social interaction.
Jack hopes to tip profitability back in its direction, where, last year Hard Rock snared 43% of the total revenues generated by the three casinos, or $239.5 million. It took over the pole position in 2016, two years after opening. The Jack Cleveland revenues have been declining ever since it opened in 2014, when its revenue was $220.4 million annually.
Hard Rock is a tough competitor that leverages its live music and rock n’ roll memorabilia to its advantage. But one thing it is not allowed to do is offer table games. It is limited to slots. So, advantage Jack Entertainment. Or, so it hopes.
