you're reading...
AARP, Howard Dickstein

Jackson Rancheria Casino bets on loyal customers(Note:1-Casino always win2-Sac Casinos cater largely to APA,Seniors;3-Buffet-Munger-AARP Model-99%ers eat-corn-fed-genetically-engineered-chickens@McD,Purple Pill,TV,Gamble)

JACKSON – Name another casino in America where a total stranger can walk up to the boss, pull on his mustache and ask, “Is that real?”

This is Rich Hoffman’s world. The portly chief executive of Jackson Rancheria Casino Resort, instantly recognizable from the casino’s comical TV ads, is routinely swamped with handshakes, hugs and autograph requests whenever he strolls through the venue.

“We’re the kingdom for the common guy,” said Hoffman, wearing a fedora and faded jeans during a walkaround last week. “People feel comfortable here.”

Hoffman personifies the un-Vegas, down-home strategy of Jackson Rancheria, the smallest and least glitzy of the four Indian casinos in greater Sacramento. Its business is dwarfed by big competitors such as Thunder Valley, but after a couple of rough years, Jackson weathered the recession comparatively well. It just unveiled an $80 million remodel of its hotel, casino and restaurants, with a new VIP room for high rollers.

Industry consultants say Jackson Rancheria has built up a strong and steadfast following. Customer loyalty helped the casino withstand a series of infrastructure problems. It could also serve as a firewall if, as expected, more Indian casinos come to Amador County.

“It’s just like kind of a family affair,” said customer Dar Drittenbas, a retiree from Pioneer who gave Hoffman a hug.

The casino’s owners, the Jackson Rancheria Band of Miwuk Indians, paid for the remodel with cash on hand, according to Hoffman. Not one cent was borrowed.

“The tribe has always been very conservative,” Hoffman said.

Jackson’s situation contrasts sharply with that of the struggling Red Hawk Casino in Shingle Springs, a relative newcomer to the market, which a year ago deferred principal payments on a $66 million startup loan and is now trying to restructure its finances.

That doesn’t mean Jackson Rancheria has been immune to problems. The remodel, which took five years, was launched in part to remedy a series of major construction defects in the old facility.

Half the casino was shut down in 2008 after the discovery of water and mold problems that forced the temporary relocation of hundreds of slot machines to another building.

A year later, inspectors uncovered potential fire hazards that temporarily closed most of the resort’s hotel.

Hoffman said Jackson Rancheria collected $50 million by suing its contractors, but the damage done to the facility was considerable. Just moving slot machines around was disruptive to customers, many of whom are loyal to a particular machine, he said.

“You couple that with the economic downturn – it was a rough couple of years,” Hoffman said.

The soft economy prompted Jackson to lay off 265 workers and eliminate another 100 jobs through attrition. The remodel created 150 new jobs, and Jackson now employs 1,200 full- and part-time workers.

Other potential challenges lie ahead, in the form of new competition.

Two tribes are proposing to build major casinos within 15 miles of Jackson: the Buena Vista Rancheria of Me-Wuk Indians and the Ione Band of Miwok Indians.

While Amador County is fighting both proposals in court, Hoffman acknowledged the possibility that his corner of the casino universe could get more crowded.

“Any time you split the pie into more pieces, it’s a challenge,” he said.

Still, Hoffman said his casino could handle the newcomers but questions if their plans will be fully realized.

“With our position in the marketplace, and the good will we’ve created, it would be tough for them competitively to do a very large project,” he said.

The rancheria casino’s financials are a closely guarded secret. But Hoffman said its 1,600 slot machines take in an average of more than $200 a day. That translates into at least $116 million in annual revenue from slots alone.

Hoffman said he expects business to grow 8 percent next year, due to the improving economy and the effect of the remodel.

Jackson Rancheria was one of the first tribes in California to explore gambling. Under the leadership of the late Margaret Dalton, the tribe opened a bingo hall in 1984.

Please contonue @:

About Leslie Brodie

Leslie Brodie is a reporter, writer, blogger, activist, and a religious leader in the community.

Discussion

Comments are closed.

Categories

RSS .

  • Give more money to the Judicial Council for Court Construction? Have we gone mad in Sacramento? 2019/09/06
    Below is a judicial branch synopsis from a legislative analysis of infrastructure needs for the state. I think it is prudent to point out that the judicial council only feigns adhesion to fraud, waste and abuse laws and actually worked aggressively to weaken the laws pertaining to judicial branch whistleblowers. They did this by creating […]
    SiteAdmin
  • Yet Another Unlicensed Contractor Debacle 2017/07/10
    This story is late in publishing because the AOC (ahem, the judicial council) spent months drawing out our requests for information on a simple inquiry they should have been able to deliver on the same day it was received because what scant information they did provide was readily available to them. But they dragged out […]
    SiteAdmin
  • Another Clifford Ham boondoggle in San Diego 2017/04/19
    More false promises of tunnels reaching out from jails to courthouses. Don’t say we didn’t tell you so because we’ve stated many times that ALL tunnel promises are false promises made to win local support of the projects and penciled out upon approval. What we find most disturbing is that Clifford Ham has a track […]
    SiteAdmin
  • Writing our obit is a bit premature… 2017/04/06
    Welcome to 2017! Yeah, we know, a bit of time has passed since we’ve been hyperactive here. We’ve been a bit busy frying other fish.  If you consider yourself a progressive, you’ve already read and possibly even recognized our work elsewhere. We will be continuing those projects and check in here as not to neglect […]
    SiteAdmin
  • Welcome to the first business day of our reinvigorated 10 year run! 2017/01/02
    Thanks to the sheer incompetence of Judicial Council staff leadership, we’re going to be spending the next ten years nipping at their heels. Last week, the San Francisco trial court ruled that the Jacobs entities maintained their contractors license and that the 22.7 million that the Judicial Council should have been able to recover is […]
    SiteAdmin

RSS Drudge Report Feed

  • Pensacola gunman hosted party to watch mass shooting videos... 2019/12/07
    Pensacola gunman hosted party to watch mass shooting videos... (Top headline, 1st story, link) Related stories:Assailed USA as 'nation of evil'...Quoted Bin Laden...Six others arrested; Filmed attack...Saudis distance selves... Drudge Report Feed needs your support!   Become a Patron
  • Assailed USA as 'nation of evil'... 2019/12/07
    Assailed USA as 'nation of evil'... (Top headline, 2nd story, link) Related stories:Pensacola gunman hosted party to watch mass shooting videos...Quoted Bin Laden...Six others arrested; Filmed attack...Saudis distance selves...
  • Quoted Bin Laden... 2019/12/07
    Quoted Bin Laden... (Top headline, 3rd story, link) Related stories:Pensacola gunman hosted party to watch mass shooting videos...Assailed USA as 'nation of evil'...Six others arrested; Filmed attack...Saudis distance selves...
  • Six others arrested; Filmed attack... 2019/12/07
    Six others arrested; Filmed attack... (Top headline, 4th story, link) Related stories:Pensacola gunman hosted party to watch mass shooting videos...Assailed USA as 'nation of evil'...Quoted Bin Laden...Saudis distance selves... Drudge Report Feed needs your support!   Become a Patron
  • Saudis distance selves... 2019/12/07
    Saudis distance selves... (Top headline, 5th story, link) Related stories:Pensacola gunman hosted party to watch mass shooting videos...Assailed USA as 'nation of evil'...Quoted Bin Laden...Six others arrested; Filmed attack...
  • DEM RACE TURNS MARATHON 2019/12/07
    DEM RACE TURNS MARATHON (Main headline, 1st story, link)
  • At Trump White House, that elusive China trade deal is always 'close'... 2019/12/07
    At Trump White House, that elusive China trade deal is always 'close'... (First column, 1st story, link) Related stories:Kudlow claims Dec 15 'important date'... Drudge Report Feed needs your support!   Become a Patron
  • Kudlow claims Dec 15 'important date'... 2019/12/07
    Kudlow claims Dec 15 'important date'... (First column, 2nd story, link) Related stories:At Trump White House, that elusive China trade deal is always 'close'...
  • NKorea says denuclearization talks 'out of negotiation table'... 2019/12/07
    NKorea says denuclearization talks 'out of negotiation table'... (First column, 3rd story, link)
  • Mexico's Polarizing President Presides Over Rising Violence, Flailing Economy... 2019/12/07
    Mexico's Polarizing President Presides Over Rising Violence, Flailing Economy... (First column, 4th story, link) Drudge Report Feed needs your support!   Become a Patron
  • Iran releases American graduate student in prisoner swap... 2019/12/07
    Iran releases American graduate student in prisoner swap... (First column, 5th story, link)
  • Lamar Jackson, Josh Allen rush into historic meeting... 2019/12/07
    Lamar Jackson, Josh Allen rush into historic meeting... (First column, 6th story, link)
  • Release of Trump Banking Records Delayed by Ruth Bader Ginsburg... 2019/12/07
    Release of Trump Banking Records Delayed by Ruth Bader Ginsburg... (First column, 7th story, link) Related stories:Dems spend weekend drafting impeachment charges...Consequential choice -- limited or broad articles...Judiciary panel releases report defining offenses...Amash says he will vote in favor...The Senate Republicans who could convict...WHITE HOUSE W […]
  • Dems spend weekend drafting impeachment charges... 2019/12/07
    Dems spend weekend drafting impeachment charges... (First column, 8th story, link) Related stories:Release of Trump Banking Records Delayed by Ruth Bader Ginsburg...Consequential choice -- limited or broad articles...Judiciary panel releases report defining offenses...Amash says he will vote in favor...The Senate Republicans who could convict...WHITE HOUSE W […]
  • Consequential choice -- limited or broad articles... 2019/12/07
    Consequential choice -- limited or broad articles... (First column, 9th story, link) Related stories:Release of Trump Banking Records Delayed by Ruth Bader Ginsburg...Dems spend weekend drafting impeachment charges...Judiciary panel releases report defining offenses...Amash says he will vote in favor...The Senate Republicans who could convict...WHITE HOUSE W […]
  • Judiciary panel releases report defining offenses... 2019/12/07
    Judiciary panel releases report defining offenses... (First column, 10th story, link) Related stories:Release of Trump Banking Records Delayed by Ruth Bader Ginsburg...Dems spend weekend drafting impeachment charges...Consequential choice -- limited or broad articles...Amash says he will vote in favor...The Senate Republicans who could convict...WHITE HOUSE […]
  • Amash says he will vote in favor... 2019/12/07
    Amash says he will vote in favor... (First column, 11th story, link) Related stories:Release of Trump Banking Records Delayed by Ruth Bader Ginsburg...Dems spend weekend drafting impeachment charges...Consequential choice -- limited or broad articles...Judiciary panel releases report defining offenses...The Senate Republicans who could convict...WHITE HOUSE […]
  • The Senate Republicans who could convict... 2019/12/07
    The Senate Republicans who could convict... (First column, 12th story, link) Related stories:Release of Trump Banking Records Delayed by Ruth Bader Ginsburg...Dems spend weekend drafting impeachment charges...Consequential choice -- limited or broad articles...Judiciary panel releases report defining offenses...Amash says he will vote in favor...WHITE HOUSE […]
  • WHITE HOUSE WON'T PARTICIPATE IN HEARINGS... 2019/12/07
    WHITE HOUSE WON'T PARTICIPATE IN HEARINGS... (First column, 13th story, link) Related stories:Release of Trump Banking Records Delayed by Ruth Bader Ginsburg...Dems spend weekend drafting impeachment charges...Consequential choice -- limited or broad articles...Judiciary panel releases report defining offenses...Amash says he will vote in favor...The Se […]
  • Comey blasts Mattis for silence... 2019/12/07
    Comey blasts Mattis for silence... (First column, 14th story, link) Related stories:Release of Trump Banking Records Delayed by Ruth Bader Ginsburg...Dems spend weekend drafting impeachment charges...Consequential choice -- limited or broad articles...Judiciary panel releases report defining offenses...Amash says he will vote in favor...The Senate Republican […]
.
%d bloggers like this: