American Place casino owner Full House Resorts produced record earnings in the first quarter of the year led by the performance of The Temporary at American Place in Waukegan.
Producing a 39.6% earnings increase over the first quarter of last year, Full House President and CEO Daniel R. Lee said in a press release the effort was “led by American Place.” It included a best-ever February, topping it in March after opening Feb. 17, 2023.
Full House increased its earnings from $50.1 million for the first quarter of 2023 to $69.9 million in the first three months of this year, according to the release. American Place brought in $25.8 million of the total.
“America Place has continued to improve its operations since its opening just over a year ago,” Lee said in the release. “We look forward to continued growth at American Place as its database continues to grow and operations continue to season.”
The Temporary at American Place casino in Waukegan helped its parent company Full House Resorts set record earnings for the first quarter of this year fueled by the development of its premium player program, which is akin to frequent flyer miles.
“We’ve been able to cater to our premium players and grow our database of them,” Jeff Babinski, American Place’s vice president and general manager, said. “We are able to take care of them. They feel good when they go out on the gaming floor.”
During his more than 33 years in the gaming industry, Babinski said in the past he was able to begin developing a database of premium players before opening days of casinos. There was not an opportunity to do so in Illinois.
Starting from scratch on Feb. 17 of last year, Babinski said American Place now has more than 71,000 premium players. They are part of a database that gives them access to promotions and more.
Alex Stolyar, Full House’s senior vice president and chief development officer, said finding ways to cater to the casino’s customers is a major contributing factor to the Waukegan casino’s strong contribution to the company’s bottom line.
Both Stolyar and Lee said the opening of the North Shore Steaks & Seafood restaurant in February is another contributing factor. With two restaurants and other food options already there, the new eatery offers a high-end option for diners, gamblers or both.
“It’s a destination for a special occasion,” Stolyar said. “It helps strengthen our brand. People may come for a special meal and then go into the casino. It is another quality destination for our customers.”
Club members can become gold or black members, depending on how they spend their money at the casino. Babinski said gold members have a host who greets them when they arrive and assists as they can.
“It’s like a concierge service,” he said. “They will take your calls. They can make a reservation. They get the things they need.”
Gamblers who are black members have what Babinski calls an “executive host” who is more experienced at meeting the needs of the customers.
Along with perks when visiting the casino, he said people on the mailing list receive communications informing them about promotions, like the opportunity to play for a progressive jackpot on slot machines which can reach $100,000. There are lesser jackpots on the road to the grand prize.
Not all promotions are gambling-related. Babinski said there is also entertainment like a musical group playing weekends at the Asia Aztea Restaurant. It also brings people to the casino.
“They’ve grown a following,” Babinski said.
With the opening of Bally’s Chicago Temporary Casino at the former Medinah Temple in Chicago approximately 50 miles to the south, Stolyar said there has not been any drop in traffic. It has continued to increase.
Construction of the permanent American Place Resort and Casino remains on hold while the Illinois Supreme Court decides the outcome of a lawsuit brought by the Forest County Pottawattamie Community against the city of Waukegan and the Illinois Gaming Board.
Though Full House is not part of the lawsuit, Stolyar said until it is decided, the development of the permanent facility will not go forward. The Pottawattamie allege Waukegan and the board did not give them a proper opportunity to bid on the license.
A lower court dismissed the case in 2021, but the First District Illinois Appellate Court said a hearing should take place. Stolyar said oral arguments are expected in June and a decision in the fall.
