Entering its third year of operation, American Place’s temporary casino in Waukegan is already outperforming a number of Illinois’ permanent gaming establishments and is virtually even with Bally’s temporary Chicago enterprise.
At the same time, plans are nearly complete for a groundbreaking this spring marking the start of construction for the permanent casino, which Alex Stolyar, the senior vice president and chief development officer for American Place owner Full House Resorts, said will open late next year.
Jeff Babinski, American Place’s vice president and general manager, said the casino’s performance grows from paying attention to its customers and continuing to build a loyal clientele.
“This has been an amazing three years,” Babinski said. “We can just imagine what we’ll be able to accomplish when the permanent opens.”
American Place plans to celebrate its three years in Waukegan with a daylong 1980s-themed party Saturday at the casino near the Fountain Square shopping center, featuring entertainment and music alongside gambling.
“We’re celebrating not just our success, but the energy, loyalty and excitement our guests bring through our doors every day,” Babinski said.
An important part of American Place’s performance over the past three years is the development of its customer base. Babinski said anyone who enters the casino and joins the AP Rewards Club has the opportunity to earn perks. It is also a way to communicate with patrons.
Babinski said there are currently more than 120,000 members, which has climbed steadily over the past three years.
For the month ended Jan. 31, American Place generated more than $10.4 million adjusted gross receipts, according to the Illinois Gaming Board’s January report. Adjusted gross receipts are the total amount gambled, less the money paid to winners.
American Place’s adjusted gross receipts put it seventh among all casinos in the state and less than $200 behind Bally’s Chicago casino, also a temporary operation. The top five are all established permanent casinos, according to the report.
“I’m extremely proud of what my team has been able to accomplish in a temporary setting,” Babinski said. “They go out of their way to make our guests’ experience memorable. This is what gives us our results.”
After the Waukegan City Council approved American Place’s site plan in September, Stolyar said Full House began drawing detailed plans to begin applying for the series of building permits necessary to build the 200,000-square-foot building and five-star, 20-room boutique hotel.
Putting the finishing touches on the initial foundation permit, Stolyar said, once it is approved by the city’s building department, there will be a groundbreaking ceremony, likely in spring. Different permits are required as the stages of construction progress.
When the first phase of the permanent casino is opened late next year, it will have 1,200 slot machines, more than 60 table games, a food hall with restaurants, a sports book and a poker room. The 70,000-square-foot temporary facility will become an event space.
After the first phase of the permanent casino is complete, Stolyar said the second phase will start soon thereafter. It will include an approximately 200-room, four-star hotel and a permanent event space. When done, the temporary building will be removed.
Now the staff is getting ready for the 1980s-themed third anniversary party starting Saturday at 11 a.m. Julie Ivic, American Place’s director of advertising and communications, said people are encouraged to wear costumes. Numerous prizes will be awarded, including a Ford Bronco on Saturday night.
“This is our way to make a big celebration for the community,” Ivic said. “It’s a chance to give our patrons and team members one night where we can all dress up and celebrate this important milestone.”
Along with the Ford Bronco, Ivic said prizes will be awarded throughout the day. At the event, a deejay will play music from the 1980s, and classic cutouts from movies of the era will adorn the room, including “Risky Business.” Some of the movie’s scenes were shot in Highland Park.
Many of the prizes will include free play. Ivic said to qualify, gamblers must be part of the AP Rewards Club. Any visitor to the casino can join as long as they are over 21, have a valid ID and are not on the state’s self-exclusion list.
Ivic said the AP Rewards Club card works similarly to a debit card. It can be inserted into a slot machine or enable a person to get chips for a table game. It has a personal code like a debit card.
