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Summary:
- Nevada regulators have recommended Boomer’s for a sportsbook license at Reno’s Bonanza Casino.
- The new sportsbook is planned to open after the Super Bowl, ahead of March Madness.
- The move helps Boomer’s build a stronger statewide presence beyond southern Nevada.
Boomer’s Sportsbook is getting ready to plant its flag in Reno and mark yet another step in its slow but steady spread across Nevada.
The Nevada Gaming Control Board has recommended that Boomer’s be approved to operate a sportsbook at the Bonanza Casino. The final decision is expected in about two weeks’ time, when the state Gaming Commission will meet again.
If given the green light, it would become Boomer’s seventh licensed sportsbook, with only five currently up and running.
Boomer’s chief executive officer, Joe Asher, told regulators that the Bonanza is a familiar name in Reno, having operated since 1973. The casino currently runs its sportsbook through an agreement with William Hill, which is owned by Caesars Entertainment. That deal will stay in place through the Super Bowl and then come to an end.
After that, Boomer’s plans to open a fully staffed sportsbook at the property. Asher said the company is already working on renovation plans and marketing efforts to bring people through the door. Timing matters here. Launching before March Madness would allow bettors to sign up for the mobile app and settle in to watch one of the busiest betting events of the year.
For Asher, getting into Reno fills a gap.
We’re in Carson City and we were trying to figure out how to get people to come into the Fandango to sign up, but it’s asking a lot for somebody from Reno to do so. We’re really happy to get the Reno market. It’s obviously the second biggest in the state.
He further explained that Boomer’s is focused on building a true statewide presence, even if that means starting small in each location while acknowledging that growth will come one customer at a time, emphasizing retention and the need to keep players engaged.
12 Locations Planned by Q2
Looking ahead, Asher said the company is generally on track with its original goals.
When I appeared before you in July, the goal was to have 10 sportsbooks open after a year. We have five open now.
With additional applications pending, he expects Boomer’s to reach 12 locations by the second quarter.
At Bonanza, general manager Ryan Sheltra said the partnership feels like a natural fit. The family-owned casino has offered a sportsbook for 25 years, and Sheltra has known Asher for roughly two decades.
While Sheltra praised Caesars and William Hill for their professionalism during the transition, he also noted the difference in scale.
We’re a pretty small operation. You could fit our entire operation into Caesar’s valet on the Strip.
Sheltra said the Bonanza team is optimistic about what comes next. “We are definitely excited to be part of the Boomer’s family,” he commented.
