There’s a lot to like about Horseshoe Hammond, a Vegas-style Midwestern gaming destination on the rise
Written by Gabe Perna & Produced by Jordan Fowler
There aren’t too many locations better suited for an up-and-coming casino than the Chicago metropolitan area. For one, the city and surrounding region is one of the nation’s top feeder markets to Las Vegas. However, despite this documented interest in gaming, until recently there hasn’t been any sort of major casino in the area. Combine that with the economic difficulties of traveling to and from Las Vegas and it seems a premier casino in the Chicago area would be a natural fit.
Enter Horseshoe Hammond, a world-class Vegas style casino with a bevy of gaming, dining and resort options. The casino has been in place in Hammond, IN, a mere 20 minutes from downtown Chicago, for nearly 14 years. In August 2008, a new, remodeled, 350,000 sf casino and entertainment center opened to the public. The project cost $500 million and immediately turned Horseshoe Hammond into a legitimate gaming destination.
“We spent a half a billion dollars to build a whole new casino on a 350,000 sf footprint that includes a state of the art entertainment center with 3,400-seat capacity. We also have a new 175,000 sf feet gaming floor with more than 300 slots, 100 table games and the Midwest’s premier poker room. The new facility also offers a 600-seat buffet, a few nightlife options on the floor as well an Asian casino with everything handmade from China, and VIP lounges as part of the new part of the facility. We’ve been building on this brand and facility for some time,” explains Joe Branchik, Senior VP of Marketing at the casino.
Horseshoe Hammond is a property of the famous Harrah’s Entertainment Group, a private gaming corporation that owns a vast number of casinos across the globe. With Harrah’s as its parent corporation, Horseshoe Hammond was able to attain the capital resources in order to refurbish the facility.
HOLDING STEADY
All things considered, the new Horseshoe Hammond has gotten off to a blazing start. While a large majority of the gaming industry faces turmoil, Horseshoe Hammond has attracted people from across the Midwest. From its jump-off point in August of 2008 to current day, it has been able to grow revenues significantly.
“Relatively speaking, when you look at the gaming market as a whole and some of our competitors, we’ve fared better than everyone because we have a new asset. We had to respond appropriately to the economic projections. The economy caused people to rethink their business. We responded thoughtfully and appropriately and continue to get traction in the market. We’re trying to get new folks to experience what we have to offer,” says Kevin Kline, Assistant General Manager at the casino.
Dan Nita, the General Manager of the casino and Senior Vice President, says one of the reasons behind Horseshoe Hammond’s success is its relationship with customers. He adds the company’s prime location and its assets are essential as well.
“With Chicago being a great feeder market for people interested in the casino market, our ability to grow is driven not only by the relationships we have with customers but by the new assets we’ve had in spite of the economic challenges. The fact is we opened a great facility that people would typically leave the market to go to. With Horseshoe Hammond you don’t have to fight airfare and all the elements that come along with traveling far distances,” explains Nita.
COMMUNITY
Despite the early successes of Horseshoe Hammond, the casino has dealt with a number of challenges. The most prominent test for the casino has been getting people to recognize the short distance between downtown Chicago and Hammond, IN.
“We’re only 20 minutes away from downtown Chicago,” explains Kline. “I do the ride every day. Still, that reference point of Indiana causes people to think we’re much farther away. For many people, when they hear Vegas-style casino in Chicago, they hear you, but until they actually experience it – they have a hard time embracing that reference.”
One of the ways the casino has built up a solid reputation in the area is through community based volunteer initiatives. Branchik says the casino has been involved in several charity events, which include a poker tournament for Cystic Fibrosis and assisting in Gateway Chicago, a city beautification project and most recently, an Alzheimer’s support gala with host Regis Philbin. All these projects solidify Horseshoe Hammond’s dedication to the community.
MORE TO COME
The best is likely yet to come at Horseshoe Hammond. Already the casino has established itself as the premier gaming destination in the Midwest. In the coming months it’s set to feature a host of A-list entertainers including John Legend, Steve Harvey, Carlos Mencia and more.
Going forward, the casino hopes to increase its market share and attract new customers within and outside the region. In a few years, the casino’s executives say it hopes to become even more of a regional destination. The essential element to that formula would be adding a hotel.
“Our next goal is to add a hotel,” says Kline. “That’s our next phase. We’re a little restricted on capital dollars right now but that’s definitely in the long term plans.”
As for now, the casino will continue to attract intrigued people from across the Midwest. Nita, whose work with Harrah’s dates back to a stint in Atlantic City, says the casino’s remarkable charm had made it the place to be.
“We construct ourselves on how we treat our guests. The Horseshoe Spirit is authentic and it’s a great place to gamble and a great place to watch a great show and have a great meal. If we can do that and make you feel that you’re a part of the action and that you’re treated well, then you’ll go tell your friends and see us again,” says Nita.
FACTS AT A GLANCE
COMPANY NAME: Horseshoe Hammond
GM & EXEC VP: Dan Nita
OPERATIONS: Food, entertainment
ESTABLISHED: 1996
EMPLOYEES: 2300
www.chicagohorseshoe.com