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Silverton (formerly Boomtown Las Vegas) is a 300-room
hotel A hotel is an establishment that provides paid lodging on a short-term basis. Facilities provided inside a hotel room may range from a modest-quality mattress in a small room to large suites with bigger, higher-quality beds, a dresser, a ref ...
and
casino A casino is a facility for certain types of gambling. Casinos are often built near or combined with hotels, resorts, restaurants, retail shopping, cruise ships, and other tourist attractions. Some casinos are also known for hosting live entertai ...
in
Enterprise Enterprise (or the archaic spelling Enterprize) may refer to: Business and economics Brands and enterprises * Enterprise GP Holdings, an energy holding company * Enterprise plc, a UK civil engineering and maintenance company * Enterprise ...
,
Nevada Nevada ( ; ) is a U.S. state, state in the Western United States, Western region of the United States. It is bordered by Oregon to the northwest, Idaho to the northeast, California to the west, Arizona to the southeast, and Utah to the east. N ...
, near the southern end of the
Las Vegas Valley The Las Vegas Valley is a major metropolitan area in the Southern Nevada, southern part of the U.S. state of Nevada, and the second largest in the Southwestern United States. The state's largest urban agglomeration, the Las Vegas Metropolitan Stat ...
. It features a rustic lodge theme and a casino. It is owned and operated by Ed Roski Jr., and is located three miles south of the
Las Vegas Strip The Las Vegas Strip is a stretch of Las Vegas Boulevard, Las Vegas Boulevard South in Clark County, Nevada, that is known for its concentration of resort hotels and casinos. The Strip, as it is known, is about long, and is immediately south of ...
. Roski purchased an 80-acre parcel in 1989, and originally planned to build an industrial warehouse on the site, before deciding on a casino instead. In 1993, he partnered with Boomtown, Inc. to build a hotel and casino on 56 acres of the property. Roski built the project through a company of his, with financing from Boomtown, Inc. The Boomtown hotel-casino opened on May 20, 1994, and was operated by Boomtown, Inc., which leased the facility from Roski. The hotel-casino failed to generate a substantial profit in its early years, due to a poor location. Roski took over operations in July 1997, ending his partnership with Boomtown, Inc. He renamed the property as the Silverton on December 2, 1997. A
Bass Pro Shop BPS Direct, L.L.C, doing business as Bass Pro Shops, is an American privately held retailer which specializes in hunting, fishing, camping, and other related outdoor recreation merchandise. With headquarters in Springfield, Missouri, Bass Pr ...
was added in 2004 as part of a $150 million expansion. Also added was an indoor, 117,000-gallon aquarium, which offers mermaid shows. In 2005, there were plans to eventually add other hotels, retail space, and a
timeshare A timeshare (sometimes called vacation ownership) is a property with a divided form of ownership or use rights. These properties are typically resort condominium units, in which multiple parties hold rights to use the property, and each owner ...
facility on the remainder of the Silverton property. Another expansion, costing $160 million, was finished in 2008. It included additional casino space and a parking garage. An 18-story timeshare tower – known as The Berkley, Las Vegas – was eventually added in 2016, along with the state's first
Cracker Barrel Cracker Barrel Old Country Store, Inc., doing business as simply Cracker Barrel, is an American chain of restaurant and gift stores with a Southern country theme. The company was founded by Dan Evins in 1969. Its first store was in Lebanon, T ...
restaurant. Two years later, plans were announced for Silverton Village, a collection of retailers and restaurants. In 2019, the Silverton added a 150-room
Hyatt Place Hyatt Hotels Corporation, commonly known as Hyatt Hotels & Resorts, is an American multinational hospitality company headquartered in the Riverside Plaza area of Chicago that manages and franchises luxury and business hotels, resorts, and vacat ...
hotel as part of its village plan.


History


Boomtown

Ed Roski Jr. purchased an 80-acre parcel of land along
Interstate 15 Interstate 15 (I-15) is a major Interstate Highway System, Interstate Highway in the western United States, running through Southern California and the Intermountain West. I-15 begins near the Mexico–United States border, Mexican border i ...
in 1989. The site is located three miles south of the
Las Vegas Strip The Las Vegas Strip is a stretch of Las Vegas Boulevard, Las Vegas Boulevard South in Clark County, Nevada, that is known for its concentration of resort hotels and casinos. The Strip, as it is known, is about long, and is immediately south of ...
, at the corner of Interstate 15 and Blue Diamond Road. Roski originally intended to build an industrial warehouse, but decided that a casino could be a better use of the property. On March 15, 1993, Boomtown, Inc. and Roski announced a joint venture to open Boomtown Blue Diamond on the property. The $70-million facility would be constructed by Roski's company, Commerce Construction, with financing from Boomtown. Located on 56 acres, Boomtown Las Vegas opened on May 20, 1994, with a country western theme. The casino included gold panning in an artificial stream, and the 600-seat Opera House dinner showroom. Former Nevada governor
Robert List Robert Frank "Bob" List (born September 1, 1936) is an American attorney and politician. He served as the 24th Governor of Nevada from 1979 to 1983. He was raised in Exeter, California. He served as Carson City District Attorney from 1967 to 19 ...
was among officers in the new property, serving as senior vice president and corporate counsel. A month after the opening, Boomtown, Inc. exercised an option to buy out Roski's 50% share of the property's operating company. Roski remained as the site's landlord. Management deemed the poker room to be in a poor location. It was closed in mid-1995, and was relocated to the center of the casino, near restaurants and restrooms. The four-table poker room reopened on June 1, 1996. It allowed food consumption at the tables, an uncommon custom in Las Vegas. The casino struggled to draw visitors, earning annual cash flow of less than $10 million. Its remote location made it unattractive to locals, and tourists would frequently pass it up in favor of the nearby Las Vegas Strip. Boomtown's chairman and chief executive officer, Tim Parrot, said that the hotel needed around 1,000 rooms to adequately compete against nearby resorts. However, Boomtown's lease with Roski made it financially infeasible for the company to purchase the land and expand. In March 1996, Boomtown, Inc. entered an agreement to be merged with Hollywood Park, Inc. The deal would allow Boomtown to expand the Las Vegas property, although Hollywood Park had little interest in the hotel-casino. An agreement was reached on August 12, 1996 for Roski to buy the property's operating company, in exchange for $8.5 million in
promissory note A promissory note, sometimes referred to as a note payable, is a legal instrument (more particularly, a financing instrument and a debt instrument), in which one party (the ''maker'' or ''issuer'') promises in writing to pay a determinate sum of ...
s, $2.1 million in cash and a release from the property's lease. The sale was completed on July 1, 1997, the day after the Hollywood Park-Boomtown merger was completed. Roski owned 90 percent of the hotel-casino, and the remainder was owned by his company, Majestic Nevada Inc.


Silverton

Roski renamed the property as Silverton on December 2, 1997, and spent $10 million on new signs and employee uniforms, among other things. He began down a path of cutting staff from 1,400 to 900. A
John Wayne Marion Robert Morrison (May 26, 1907 – June 11, 1979), known professionally as John Wayne and nicknamed The Duke or Duke Wayne, was an American actor who became a popular icon through his starring roles in films made during Hollywood's Gol ...
-like character, who would greet guests at the casino, was retired. Roski began targeting local residents as the primary demographic, especially people living in nearby Green Valley. He also planned to attract younger, higher-income guests, while retaining the older clientele. The move towards a younger demographic was inspired by the success of the
Rio Rio or Río is the Portuguese, Spanish, Italian, and Maltese word for "river". When spoken on its own, the word often means Rio de Janeiro, a major city in Brazil. Rio or Río may also refer to: Geography Brazil * Rio de Janeiro * Rio do Sul, a ...
and
Hard Rock Hard rock or heavy rock is a loosely defined subgenre of rock music typified by aggressive vocals and distorted electric guitars. Hard rock began in the mid-1960s with the garage, psychedelic and blues rock movements. Some of the earliest hard ...
resorts in Las Vegas. The Silverton casino measured . It included 1,200 slot machines and 18 table games. The hotel had 304 rooms, and also offered 460 RV spaces. The property also included an 800-seat showroom. Roski planned to eventually renovate the restaurants, and to expand the hotel and casino. He had been approved to add a 12-story, 600-room tower.


Initial expansion

In June 2000, plans were announced for a $200 million expansion that would include 900 additional hotel rooms, an expansion of the casino, a parking garage, four restaurants, and a movie theater complex. Roski hoped to turn the Silverton into a tourist-driven property. At the time, 70 percent of the Silverton's clientele consisted of locals. The expansion was scheduled to begin in 2001, and a second phase was to add a separate hotel tower and casino on adjacent property. The expansion plans were put on hold while Roski pursued other business opportunities, and the plans were later changed to include a retail component, with hotel expansion being delayed. Business had improved thanks to new housing communities opening nearby, including Seven Hills. However, retail was lacking in the newly developing area. The upscale Sundance Grill restaurant was added in early 2003, in an effort to attract residents from the affluent Southern Highlands community. Later that year, the Silverton announced that it would add a
Bass Pro Shops Outdoor World BPS Direct, L.L.C, doing business as Bass Pro Shops, is an American privately held retailer which specializes in hunting, fishing, camping, and other related outdoor recreation merchandise. With headquarters in Springfield, Missouri, Bass Pr ...
as part of a multi-year expansion project. The project would include new restaurants, hotel renovations, an expansion of the casino floor, and the addition of a large aquarium in the casino area. The entire resort would replace its mining town theme with an outdoor mountain lodge appearance, matching the Bass Pro store. Future plans included a potential
timeshare A timeshare (sometimes called vacation ownership) is a property with a divided form of ownership or use rights. These properties are typically resort condominium units, in which multiple parties hold rights to use the property, and each owner ...
tower. The Bass Pro store was built directly south of the casino, and connected to it. The two-story, store opened on November 15, 2004. It was the company's first location in the western United States, and targeted local residents and tourists. The store's opening helped to increase business at the Silverton. Among the casino's new eateries was the Twin Creeks steakhouse, and the Mermaid Restaurant & Lounge, which features mermaid shows in the casino's aquarium. The aquarium holds 117,000 gallons of water, and includes sting rays and small sharks, in addition to the mermaid performers. Each December, the aquarium also hosts underwater Santa Claus actors. The property's expansion cost a total of $150 million, and was completed in January 2005.
Hootie & the Blowfish Hootie & the Blowfish are an American soft rock band that were formed in Columbia, South Carolina, in 1986. The band's lineup for most of its existence has been the quartet of Darius Rucker, Mark Bryan, Dean Felber, and Jim Sonefeld. The band w ...
subsequently performed at the Silverton on several occasions, and the property opened Hootie & the Blowfish's Shady Grove Lounge.


Later expansions

In March 2005, the Silverton announced a master plan to develop the remaining vacant land into a
mixed-use Mixed-use is a kind of urban development, urban design, urban planning and/or a zoning type that blends multiple uses, such as residential, commercial, cultural, institutional, or entertainment, into one space, where those functions are to some ...
resort over the next several years, at a cost of up to $2 billion. The project would include a second locals casino and at least five different hotels, as well as retail space, entertainment venues, and a combination of
condo hotel A condo hotel, also known as a condotel, hotel condo or a contel, is a building which is legally a condominium but which is operated as a hotel, offering short term rentals, and which maintains a front desk. Condo hotels are typically high-rise ...
and timeshare units. The project was devised by the Silverton's general manager, Craig Cavileer. By that point, the Silverton had become popular among new homebuyers in the area, and had also become a tourist-oriented property in part because of its Bass Pro Shop. The Silverton's clientele included regular visitors from southern California as well as tourists visiting the Las Vegas Strip. A buffet and Mexican restaurant were added in 2006, and a 54-foot sign was added along Interstate 15 in March 2007. The following month, plans were announced for a $500 million expansion that would include a 25-story hotel tower. However, the expansion was scaled back due to the economic impact of the
Great Recession The Great Recession was a period of marked general decline, i.e. a recession, observed in national economies globally that occurred from late 2007 into 2009. The scale and timing of the recession varied from country to country (see map). At ...
. The expanded facilities opened in November 2008, and included of additional casino space. Also added were two new restaurants and a $750,000
Starbucks Starbucks Corporation is an American multinational chain of coffeehouses and roastery reserves headquartered in Seattle, Washington. It is the world's largest coffeehouse chain. As of November 2021, the company had 33,833 stores in 80 c ...
. The expansion also included the property's first parking garage, a five-level structure with 1,500 spaces. The $160 million expansion added 40 employees to the resort's 800-person work team. The planned hotel tower was eventually canceled. An aggressive marketing campaign was launched with the expansion to compete with the newly opened
M Resort M Resort Spa Casino is a boutique hotel, spa, and casino in Henderson, Nevada. It is owned by Gaming and Leisure Properties and operated by Penn Entertainment. The property includes a casino and a 16-story tower with 390 rooms. The M Resort i ...
nearby. Following the 2008 expansion, concerts were held in temporary venues set up on the property, while plans for a new showroom were considered.
Cantor Gaming Cantor Fitzgerald, L.P. is an American financial services firm that was founded in 1945. It specializes in institutional equity, fixed income sales and trading, and serving the middle market with investment banking services, prime brokerage, an ...
opened a
sportsbook In the United States, a sportsbook or a race and sports book (sometimes abbreviated as book) is a place where a gambler can wager on various sports competitions, including golf, football, basketball, baseball, ice hockey, soccer, horse racing, ...
at the Silverton in 2012. A
Cracker Barrel Cracker Barrel Old Country Store, Inc., doing business as simply Cracker Barrel, is an American chain of restaurant and gift stores with a Southern country theme. The company was founded by Dan Evins in 1969. Its first store was in Lebanon, T ...
restaurant opened on the Silverton property in July 2016. It was the company's first location in Nevada. It was built in a separate building near the Silverton, but is considered part of the resort. The Berkley, Las Vegas, an 18-story, 400-unit timeshare building, was opened on part of the Silverton property in late 2016, and the top of the tower features the Silverton name. It was developed and operated by The Berkley Group, based in Florida. In 2017, a music video was shot at the Silverton by German rapper Capo. In April 2018,
groundbreaking Groundbreaking, also known as cutting, sod-cutting, turning the first sod, or a sod-turning ceremony, is a traditional ceremony in many cultures that celebrates the first day of construction for a building or other project. Such ceremonies are o ...
took place for Silverton Village, a $60 million project that would include various eateries and a five-story
Hyatt Place Hyatt Hotels Corporation, commonly known as Hyatt Hotels & Resorts, is an American multinational hospitality company headquartered in the Riverside Plaza area of Chicago that manages and franchises luxury and business hotels, resorts, and vacat ...
hotel with 150 rooms. The hotel would be built alongside Interstate 15, near the Cracker Barrel, while retail space would be built at Blue Diamond Road and Dean Martin Drive, an intersection where more than 50,000 vehicles passed each day. The retail component would include approximately spread across four buildings, and was expected to be complete within a year. At the time of groundbreaking, old plans were being reviewed and new ones were being created in consideration of how to develop the remaining land. Among the old plans being considered was the canceled hotel tower. A 24-hour Starbucks opened at Silverton Village in December 2018, followed by a
Blaze Pizza Blaze Pizza is a Pasadena, California-based fast-casual dining restaurant chain that serves pizza. Founded in 2011 by Elise and Rick Wetzel of Wetzel's Pretzels, Blaze Pizza was modeled after Chipotle's made-to-order approach to serving custo ...
restaurant two months later. Hyatt Place opened in 2019. It is owned and operated by the Silverton. The Silverton's main hotel and pool area are scheduled to close in August 2022, for a $45 million renovation expected to conclude in early 2023.


Gallery

File:Flare Bar at the Silverton casino.jpg, Flare Bar File:Pool at Silverton hotel in Las Vegas.jpg, Pool area


See also

*
Boomtown Biloxi A boomtown is a community that undergoes sudden and rapid population growth, population and economic growth, or that is started from scratch. The growth is normally attributed to the nearby discovery of a precious resource such as gold, silver, ...
*
Boomtown Bossier City Boomtown Bossier City (formerly Casino Magic Bossier City) is a hotel and casino located in Bossier City, Louisiana. It is owned by Gaming and Leisure Properties and operated by Penn Entertainment. History Casino Magic Corp. merged with Hollywoo ...
*
Boomtown New Orleans Boomtown New Orleans (formerly Boomtown Westbank) is a casino hotel located on the West Bank of Jefferson Parish, Louisiana, Jefferson Parish in Harvey, Louisiana. It is on a site. It is owned by Gaming and Leisure Properties and operated by Penn ...
*
Boomtown Reno Boomtown Reno is a hotel and casino located in Verdi, Nevada, just west of the Reno–Sparks metropolitan area. The hotel has 318 guest rooms and suites and the casino has a gaming area. History The property originally began as a truck stop, ...


References


External links

* {{Las Vegas hotels 1994 establishments in Nevada Buildings and structures in Enterprise, Nevada Casino hotels Casinos completed in 1994 Casinos in the Las Vegas Valley Hotel buildings completed in 1994 Hotels established in 1994 Hotels in the Las Vegas Valley