Iowa's Riverside Casino Debuts $11 Million Remodel
The drop in traffic among aging casino patrons across Middle America pushed Iowa's Riverside Casino and Golf Resort to revamp its offering for a younger generation. The property spent $11 million on renovations this year in an effort to attract a crowd younger than its typical 55 to 75-year-old customers.
The upgrades include a new enclosed poker room that is separated from the casino floor, Top Golf suites, and arcade-style games and pinball machines designed to appeal to millennials. According to Dan Flanz, general manager of Riverside Casino, the renovations give the property a more sporty urban vibe.
Flanz and his team at Riverside have been studying the decline in their bread-and-butter patrons – Baby Boomers – for the past five years. Since 2013, the casino has lost around 300,000 visitors per year. The result can be measured in revenue. The casino has lost roughly $4 million in revenue since 2013.
Appealing to a new target market is no easy task. Flanz says it is up to the casino to “develop” the younger generation of gamers. He believes Riverside's efforts are already paying off.
The casino's two new restaurants were both designed with a fresh, young vibe. The entire gaming floor was recarpeted with a new style. The upgrades had the side benefit of pleasing the older patrons who continue to frequent Riverside.
Riverside is celebrating the debut of its new features with multiple gaming promotions this weekend. Poker players can come test out the new executive chairs and custom tables in the poker room with cash tournaments.