Boomtown Las Vegas
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Silverton (formerly Boomtown Las Vegas) is a 300-room
hotel A hotel is an establishment that provides paid lodging on a short-term basis. Facilities provided inside a hotel room may range from a modest-quality mattress in a small room to large suites with bigger, higher-quality beds, a dresser, a re ...
and
casino A casino is a facility for gambling. Casinos are often built near or combined with hotels, resorts, restaurants, retail shops, cruise ships, and other tourist attractions. Some casinos also host live entertainment, such as stand-up comedy, conce ...
in
Enterprise Enterprise (or the archaic spelling Enterprize) may refer to: Business and economics Brands and enterprises * Enterprise GP Holdings, an energy holding company * Enterprise plc, a UK civil engineering and maintenance company * Enterpris ...
,
Nevada Nevada ( ; ) is a landlocked state in the Western United States. It borders Oregon to the northwest, Idaho to the northeast, California to the west, Arizona to the southeast, and Utah to the east. Nevada is the seventh-most extensive, th ...
, near the southern end of the
Las Vegas Valley The Las Vegas Valley is a major metropolitan area in the Southern Nevada, southern part of the U.S. state of Nevada, and the second largest in the Southwestern United States. The state's largest urban agglomeration, the Las Vegas Metropolitan St ...
. It features a rustic lodge theme and a casino. It is owned and operated by
Ed Roski Jr. Edward P. Roski Jr. (born 1938) is an American businessman and philanthropist. He is a billionaire, president of Majestic Realty, and appeared at #115 on the Forbes 400 in 2021, and owns more than 83 million square feet of real estate across the ...
, and is located three miles south of the
Las Vegas Strip The Las Vegas Strip is a stretch of Las Vegas Boulevard in Clark County, Nevada, that is known for its concentration of resort hotels and casinos. The Strip, as it is known, is about long, and is immediately south of the Las Vegas city limits ...
. Roski purchased an 80-acre parcel in 1989, and originally planned to build an industrial warehouse on the site, before deciding on a casino instead. In 1993, he partnered with Boomtown, Inc. to build a hotel and casino on 56 acres of the property. Roski built the project through a company of his, with financing from Boomtown, Inc. The Boomtown hotel-casino opened on May 20, 1994, and was operated by Boomtown, Inc., which leased the facility from Roski. The hotel-casino failed to generate a substantial profit in its early years, due to a poor location. Roski took over operations in July 1997, ending his partnership with Boomtown, Inc. He renamed the property as the Silverton on December 2, 1997. A
Bass Pro Shop BPS Direct, LLC, doing business as Bass Pro Shops, is an American privately held sporting goods retailer that offers hunting, fishing, camping, and other related outdoor recreation equipment, marine manufacturing and sales, and outdoor resorts ...
was added in 2004 as part of a $150 million expansion. Also added was an indoor, 117,000-gallon aquarium, which offers mermaid shows. In 2005, there were plans to eventually add other hotels, retail space, and a
timeshare A timeshare (sometimes called a vacation ownership or vacation club) is a Real property, property with a divided form of ownership or use rights. These properties are typically resort Condominium (living space), condominium units, in which mul ...
facility on the remainder of the Silverton property. Another expansion, costing $160 million, was finished in 2008. It included additional casino space and a parking garage. An 18-story timeshare tower – known as The Berkley, Las Vegas – was eventually added in 2016, along with the state's first
Cracker Barrel Cracker Barrel Old Country Store, Inc., trading as Cracker Barrel, is an American chain of restaurant and gift stores with a Southern country theme. The company's headquarters are in Lebanon, Tennessee, where Cracker Barrel was founded by Da ...
restaurant. Two years later, plans were announced for Silverton Village, a collection of retailers and restaurants. In 2019, the Silverton added a 150-room
Hyatt Place Hyatt Hotels Corporation, commonly known as Hyatt Hotels & Resorts, is an American multinational hospitality company headquartered in the Riverside Plaza area of Chicago that manages and franchises luxury and business hotels, resorts, and vac ...
hotel as part of its village plan.


History


Boomtown

Ed Roski Jr. Edward P. Roski Jr. (born 1938) is an American businessman and philanthropist. He is a billionaire, president of Majestic Realty, and appeared at #115 on the Forbes 400 in 2021, and owns more than 83 million square feet of real estate across the ...
purchased an 80-acre parcel of land along
Interstate 15 Interstate 15 (I-15) is a major Interstate Highway in the Western United States, running through Southern California and the Intermountain West. I-15 begins near the Mexican border in San Diego County and stretches north to Alberta, Ca ...
in 1989. The site is located three miles south of the
Las Vegas Strip The Las Vegas Strip is a stretch of Las Vegas Boulevard in Clark County, Nevada, that is known for its concentration of resort hotels and casinos. The Strip, as it is known, is about long, and is immediately south of the Las Vegas city limits ...
, at the corner of Interstate 15 and Blue Diamond Road. Roski originally intended to build an industrial warehouse, but decided that a casino could be a better use of the property. On March 15, 1993, Boomtown, Inc. and Roski announced a joint venture to open Boomtown Blue Diamond on the property. The $70-million facility would be constructed by Roski's company, Commerce Construction, with financing from Boomtown. Located on 56 acres, Boomtown Las Vegas opened on May 20, 1994, with a country western theme. The casino included gold panning in an artificial stream, and the 600-seat Opera House dinner showroom. Former Nevada governor
Robert List Robert Frank List (born September 1, 1936) is an American attorney and politician. A member of the Republican Party, he served as the 24th Governor of Nevada from 1979 to 1983, as Nevada Attorney General from 1971 to 1979, and as Carson City D ...
was among officers in the new property, serving as senior vice president and corporate counsel. A month after the opening, Boomtown, Inc. exercised an option to buy out Roski's 50% share of the property's operating company. Roski remained as the site's landlord. Management deemed the poker room to be in a poor location. It was closed in mid-1995, and was relocated to the center of the casino, near restaurants and restrooms. The four-table poker room reopened on June 1, 1996. It allowed food consumption at the tables, an uncommon custom in Las Vegas. The casino struggled to draw visitors, earning annual cash flow of less than $10 million. Its remote location made it unattractive to locals, and tourists would frequently pass it up in favor of the nearby Las Vegas Strip. Boomtown's chairman and chief executive officer, Tim Parrot, said that the hotel needed around 1,000 rooms to adequately compete against nearby resorts. However, Boomtown's lease with Roski made it financially infeasible for the company to purchase the land and expand. In March 1996, Boomtown, Inc. entered an agreement to be merged with Hollywood Park, Inc. The deal would allow Boomtown to expand the Las Vegas property, although Hollywood Park had little interest in the hotel-casino. An agreement was reached on August 12, 1996 for Roski to buy the property's operating company, in exchange for $8.5 million in
promissory note A promissory note, sometimes referred to as a note payable, is a legal instrument (more particularly, a financing instrument and a debt instrument), in which one party (the ''maker'' or ''issuer'') promises in writing to pay a determinate sum of ...
s, $2.1 million in cash and a release from the property's lease. The sale was completed on July 1, 1997, the day after the Hollywood Park-Boomtown merger was completed. Roski owned 90 percent of the hotel-casino, and the remainder was owned by his company, Majestic Nevada Inc.


Silverton

Roski renamed the property as Silverton on December 2, 1997, and spent $10 million on new signs and employee uniforms, among other things. He began down a path of cutting staff from 1,400 to 900. A
John Wayne Marion Robert Morrison (May 26, 1907 – June 11, 1979), known professionally as John Wayne, was an American actor. Nicknamed "Duke", he became a Pop icon, popular icon through his starring roles in films which were produced during Hollywood' ...
-like character, who would greet guests at the casino, was retired. Roski began targeting local residents as the primary demographic, especially people living in nearby Green Valley. He also planned to attract younger, higher-income guests, while retaining the older clientele. The move towards a younger demographic was inspired by the success of the
Rio Rio or Río is the Portuguese and Spanish word for "river". The word also exists in Italian, but is largely obsolete and used in a poetical or literary context to mean "stream". Rio, RIO or Río may also refer to: Places United States * Rio, Fl ...
and
Hard Rock Hard rock or heavy rock is a heavier subgenre of rock music typified by aggressive vocals and Distortion (music), distorted electric guitars. Hard rock began in the mid-1960s with the Garage rock, garage, Psychedelic rock, psychedelic and blues ...
resorts in Las Vegas. The Silverton casino measured . It included 1,200 slot machines and 18 table games. The hotel had 304 rooms, and also offered 460 RV spaces. The property also included an 800-seat showroom. Roski planned to eventually renovate the restaurants, and to expand the hotel and casino. He had been approved to add a 12-story, 600-room tower.


Initial expansion

In June 2000, plans were announced for a $200 million expansion that would include 900 additional hotel rooms, an expansion of the casino, a parking garage, four restaurants, and a movie theater complex. Roski hoped to turn the Silverton into a tourist-driven property. At the time, 70 percent of the Silverton's clientele consisted of locals. The expansion was scheduled to begin in 2001, and a second phase was to add a separate hotel tower and casino on adjacent property. The expansion plans were put on hold while Roski pursued other business opportunities, and the plans were later changed to include a retail component, with hotel expansion being delayed. Business had improved thanks to new housing communities opening nearby, including Seven Hills. However, retail was lacking in the newly developing area. The upscale Sundance Grill restaurant was added in early 2003, in an effort to attract residents from the affluent Southern Highlands community. Later that year, the Silverton announced that it would add a
Bass Pro Shops Outdoor World BPS Direct, LLC, doing business as Bass Pro Shops, is an American privately held sporting goods retailer that offers hunting, fishing, camping, and other related outdoor recreation equipment, marine manufacturing and sales, and outdoor resorts ...
as part of a multi-year expansion project. The project would include new restaurants, hotel renovations, an expansion of the casino floor, and the addition of a large aquarium in the casino area. The entire resort would replace its mining town theme with an outdoor mountain lodge appearance, matching the Bass Pro store. Future plans included a potential
timeshare A timeshare (sometimes called a vacation ownership or vacation club) is a Real property, property with a divided form of ownership or use rights. These properties are typically resort Condominium (living space), condominium units, in which mul ...
tower. The Bass Pro store was built directly south of the casino, and connected to it. The two-story, store opened on November 15, 2004. It was the company's first location in the western United States, and targeted local residents and tourists. The store's opening helped to increase business at the Silverton. Among the casino's new eateries was the Twin Creeks steakhouse, and the Mermaid Restaurant & Lounge, which features mermaid shows in the casino's aquarium. The aquarium holds 117,000 gallons of water, and includes sting rays and small sharks, in addition to the mermaid performers. Each December, the aquarium also hosts underwater Santa Claus actors. The property's expansion cost a total of $150 million, and was completed in January 2005. Hootie & the Blowfish subsequently performed at the Silverton on several occasions, and the property opened Hootie & the Blowfish's Shady Grove Lounge. The casino has hosted other entertainers as well, including
Sheena Easton Sheena Shirley Easton (; born 27 April 1959) is a Scottish singer and actress who achieved recognition in an episode of the reality television series ''The Big Time (TV series), The Big Time: Pop Singer'', which recorded her attempts to gain a ...
,
Twisted Sister Twisted Sister was an American Heavy metal music, heavy metal band formed in 1972 in Ho-Ho-Kus, New Jersey, and later based on Long Island, New York (state), New York. Their best-known songs include "We're Not Gonna Take It (Twisted Sister song ...
, and the
Village People Village People is an American disco group known for its on-stage costumes and suggestive lyrics in their music. The group was originally formed by French producers Jacques Morali and Henri Belolo and lead singer Victor Willis following the re ...
.


Later expansions

In March 2005, the Silverton announced a master plan to develop the remaining vacant land into a
mixed-use Mixed use is a type of urban development, urban design, urban planning and/or a zoning classification that blends multiple uses, such as residential, commercial, cultural, institutional, or entertainment, into one space, where those functions ...
resort over the next several years, at a cost of up to $2 billion. The project would include a second locals casino and at least five different hotels, as well as retail space, entertainment venues, and a combination of
condo hotel A condo hotel, also known as a condotel, hotel condo, or a contel, is a building that is legally a condominium but operated as a hotel, offering short-term rentals, and which maintains a front desk. Condo hotels are typically high-rise buildin ...
and timeshare units. The project was devised by the Silverton's general manager, Craig Cavileer. By that point, the Silverton had become popular among new homebuyers in the area, and had also become a tourist-oriented property in part because of its Bass Pro Shop. The Silverton's clientele included regular visitors from southern California as well as tourists visiting the Las Vegas Strip. A buffet and Mexican restaurant were added in 2006, and a 54-foot sign was added along Interstate 15 in March 2007. The following month, plans were announced for a $500 million expansion that would include a 25-story hotel tower. However, the expansion was scaled back due to the economic impact of the
Great Recession The Great Recession was a period of market decline in economies around the world that occurred from late 2007 to mid-2009.
. The expanded facilities opened in November 2008, and included of additional casino space. Also added were two new restaurants and a $750,000
Starbucks Starbucks Corporation is an American multinational List of coffeehouse chains, chain of coffeehouses and Starbucks Reserve, roastery reserves headquartered in Seattle, Washington. It was founded in 1971 by Jerry Baldwin, Zev Siegl, and Gor ...
. The expansion also included the property's first parking garage, a five-level structure with 1,500 spaces. The $160 million expansion added 40 employees to the resort's 800-person work team. The planned hotel tower was eventually canceled. An aggressive marketing campaign was launched with the expansion to compete with the newly opened M Resort nearby. Following the 2008 expansion, concerts were held in temporary venues set up on the property, while plans for a new showroom were considered.
Cantor Gaming Cantor Fitzgerald, L.P. is an American financial services firm that was founded in 1945. It specializes in institutional equity, fixed-income sales and trading, and serving the middle market with investment banking services, prime brokerage, an ...
opened a
sportsbook A sportsbook is a venue where a gambler can wager on various sports competitions, such as golf, football, basketball, baseball, ice hockey, soccer, horse racing, greyhound racing, boxing, and mixed martial arts. The method of betting varies wit ...
at the Silverton in 2012. A
Cracker Barrel Cracker Barrel Old Country Store, Inc., trading as Cracker Barrel, is an American chain of restaurant and gift stores with a Southern country theme. The company's headquarters are in Lebanon, Tennessee, where Cracker Barrel was founded by Da ...
restaurant opened on the Silverton property in July 2016. It was the company's first location in Nevada. It was built in a separate building near the Silverton, but is considered part of the resort. The Berkley, Las Vegas, an 18-story, 400-unit timeshare building, was opened on part of the Silverton property in late 2016, and the top of the tower features the Silverton name. It was developed and operated by The Berkley Group, based in Florida. In 2017, a music video was shot at the Silverton by German rapper Capo. In April 2018,
groundbreaking Groundbreaking, also known as cutting, sod-cutting, turning the first sod, turf-cutting, or a sod-turning ceremony, is a traditional ceremony in many cultures that celebrates the first day of construction for a building or other project. Such cer ...
took place for Silverton Village, a $60 million project that would include various eateries and a five-story
Hyatt Place Hyatt Hotels Corporation, commonly known as Hyatt Hotels & Resorts, is an American multinational hospitality company headquartered in the Riverside Plaza area of Chicago that manages and franchises luxury and business hotels, resorts, and vac ...
hotel with 150 rooms. The hotel would be built alongside Interstate 15, near the Cracker Barrel, while retail space would be built at Blue Diamond Road and Dean Martin Drive, an intersection where more than 50,000 vehicles passed each day. The retail component would include approximately spread across four buildings, and was expected to be complete within a year. At the time of groundbreaking, old plans were being reviewed and new ones were being created in consideration of how to develop the remaining land. Among the old plans being considered was the canceled hotel tower. A 24-hour Starbucks opened at Silverton Village in December 2018, followed by a
Blaze Pizza Blaze Pizza is an Atlanta, Georgia–based fast-casual pizza restaurant chain. Founded in 2011 by Elise and Rick Wetzel of Wetzel's Pretzels, the chain is known for serving made-to-order pizzas. History Blaze Pizza was founded in Pasadena, Ca ...
restaurant two months later. Hyatt Place opened in 2019. It is owned and operated by the Silverton. The Silverton's main hotel and pool area closed in August 2022, for a $45 million renovation. The project added rustic and western themes to the rooms. The hotel reopened in October 2023, with the updated $10 million pool area scheduled to open in 2024. That year, the casino's sportsbook operations were taken over by Circa Sports.


Gallery

File:Flare Bar at the Silverton casino.jpg, Flare Bar in 2014 File:Pool at Silverton hotel in Las Vegas.jpg, Pool area in 2014


See also

*
Boomtown Biloxi A boomtown is a community that undergoes sudden and rapid population and economic growth, or that is started from scratch. The growth is normally attributed to the nearby discovery of a precious resource such as gold, silver, or oil, although th ...
*
Boomtown Bossier City Boomtown Bossier City (formerly Casino Magic Bossier City) is a hotel and casino located in Bossier City, Louisiana. It is owned by Gaming and Leisure Properties and operated by Penn Entertainment. History Casino Magic Corp. merged with Hollyw ...
*
Boomtown New Orleans Boomtown New Orleans (formerly Boomtown Westbank) is a casino hotel located on the West Bank of Jefferson Parish in Harvey, Louisiana. It is on a site. It is owned by Gaming and Leisure Properties and operated by Penn Entertainment. Casino Boomt ...
*
Boomtown Reno Boomtown Reno is a hotel and casino located in Verdi, Nevada, just west of the Reno–Sparks metropolitan area. The hotel features 318 guest rooms and suites, and the casino has a gaming area. History The property began as a truck stop called B ...


References


External links

* {{Las Vegas hotels 1994 establishments in Nevada Buildings and structures in Enterprise, Nevada Casinos completed in 1994 Casinos in the Las Vegas Valley Hotel buildings completed in 1994 Hotels established in 1994 Hotels in the Las Vegas Valley Casino hotels in the Las Vegas Valley