Casino for Latinos in Las Vegas

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LAS VEGAS, Nev. (FOX5) – A casino is in the works for the Las Vegas Valley that promises to be a “Latino casino for our Latino audience,” creating a unique concept and tourism niche that has gained popularity across the country.

“Here in the state of Nevada, about 28% of our population is Latino. So we think it’s time to build a brand, an experience, an entertainment resort that’s all about Latino customers,” said Seth Schorr, CEO of Fifth Street Gaming, owner of Lucky Club.

The revitalized property, which will now fall under the new brand name Jefe Bet, will undergo room renovations, an interior overhaul, add an additional 200 gaming machines, add a nightclub and create a sports bar and restaurant concept with the Ojos company. Locos for a unique setup for food and entertainment.

“This is the first casino in the country where restaurant, sports betting, sports bar and gaming will be fully integrated into one box,” Schorr said.

The Lucky Club has catered to the needs of Latino locals and will continue to do so, while attracting out-of-town visitors with live events and entertainment on and near the property. Sister property, the Silver Nugget, hosts festivals, music festivals, and rodeos for Latino audiences.

“There are 64 million Americans who identify as Latino. Many sectors of our economy and industry have somewhat ignored this incredibly large audience,” Schorr said.

According to 2019 figures from the Las Vegas Convention and Visitors Authority, 23% of tourists came from Mexico, Central and South America; the figures do not take into account the total number of visitors who identify as Hispanic or Latino from the United States and around the world.

Renovations and construction will begin this summer and finish in December, in time for the World Cup.

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