Gambling and multimedia company JefeBet announced Wednesday the renovation and rebrand of the Lucky Club Hotel & Casino in North Las Vegas. The brand, oriented to Spanish-speaking Americans and operated by Fifth Street Gaming (FSG), officially broke ground at what will now be known as the Ojos Locos Sports Cantina y Casino at Hotel Jefe. The renovations are scheduled to be completed by December 2022.
Guests at the ceremony included FSG’s CEO Seth Schorr, as well as North Las Vegas Councilwoman Pamela Goynes-Brown, and representatives from the Las Vegas Latino Chamber of Commerce and dining partner Ojos Locos. FSG describes itself as a full-service hospitality and casino management company that has catered to the Latino market for more than 15 years.
Lucky Club Hotel & Casino, where the new property will be located
Seth Schorr said: “It’s estimated that 28% of the state of Nevada and 18.7% of the United States identify as Latino. This one-of-a-kind property will be the first time a company has opened a space for this massive, yet underserved population. The other unique feature of this property is that the sportsbook, sports bar, and restaurant will all be in one layout and won’t be separate entities.”
Visitors to this renovated property can expect food, beverages, entertainment, betting, and gaming for the Latino and Hispanic communities. The makeover will also include room renovations, an interior upgrade for the casino — adding more than 200 new gaming machines — an addition of a nightclub, and a sports bar with food provided by Ojos Locos. The casino will be powered by JefeBet, managing all rewards benefits, and casino materials.
Rich Hicks, Ojos Locos CEO, commented: “Bringing our services to this new property and combining forces with JefeBet is an extension of what we formed our business foundation on. The concept of Ojos Locos was built around catering to the Latino community by bringing a comfortable, laid-back sports cantina where you can sit back and relax, watch your favorite team play, party with friends, dine with family and enjoy outgoing and friendly service by one of our chicas coquetas and bonitas. We can’t wait to get to work.”
FSG CEO Seth Schorr (second from left) along partners and community leaders
Additionally, John Jay Lee, Mayor of North Las Vegas, stated: “With 44% of our city’s population identifying as Latino, we’re thrilled to see an already established business providing entertainment created with such a large portion of our residents in mind. We anticipate the JefeBet Casino and Hotel to be a wonderful addition to our community.”
Operations at 3227 Civic Center Dr. in North Las Vegas will aim to commence by the end of the year. This will be the second casino owned and operated by Fifth Street Gaming, the other being the Silver Nugget Casino. Ojos Locos has 18 restaurants in Texas, New Mexico, and Arizona, with sports bars filled with HD televisions broadcasting Spanish-language sports shows.