Reno Gazette Journal
Written By: Jason Hidalgo
A Nevada company that touts itself as the only independent sportsbook operator in the state is close to gaining a foothold in Reno.
Boomer’s Sportsbook is seeking approval to take over sportsbook operations for the Bonanza Casino in Reno.
The Nevada Gaming Control Board recommended the deal’s approval. The Nevada Gaming Commission will decide on final approval when it meets Thursday, Jan. 29.
Since launching last year, Boomer’s Sportsbook has steadily built its portfolio. The company manages sportsbooks for several gaming operations in Las Vegas, Henderson and Elko. It opened its first location in Carson City in September inside Casino Fandango.
One key Nevada city, however, was missing from its list of locations.
“When you have a business like ours that we’ve built to be able to service the statewide network but you have no … reach into Reno, you’re just hyper focused on, ‘We’ve got to get there, we’ve got to get there, we’ve got to get there,’” said Boomer’s CEO Joe Asher, a Nevada sportsbook industry veteran.
“To finally be able to get into the market, it’s hard for me to even convey how significant it is.”
Boomer’s Sportsbook is jumping into a sector with big competition
If successful, Boomer’s Sportsbook will enter a market dominated by established players.
At the top of the list is industry giant William Hill, which expanded its reach in the state by acquiring several sportsbook operators. The list includes American Wagering and its Leroy’s brand, Brandywine Bookmaking — which Asher actually founded in 2008 — and CG Technology.
William Hill also has ties to Caesars Entertainment, which acquired the sportsbook operator for about $4 billion in 2021.
In an interesting twist, Bonanza Casino’s current deal with William Hill was negotiated by a familiar name.
“For my last two (sportsbook) contracts, ironically, between William Hill and the Bonanza, the signatures on those contracts were from me for the Bonanza and Joe Asher for William Hill,” said Ryan Sheltra, Bonanza Casino’s general manager.
Asher served as CEO for William Hill’s U.S. operations from in 2012 to 2021, when he left to work for IGT.
The familiarity with Asher is what led to the Bonanza Casino’s decision to go with the newly established Boomer’s Sportsbook, according to Sheltra. It also helped that the company isn’t directly tied to any casinos and included several Nevada sportsbook industry veterans such as Nick Bogdanovich and David Grolman, Sheltra added.
For a business such as Bonanza Casino that has been open for over half a century, “relationships matter,” Sheltra said. Boomer’s scrappy nature also resonated.
“We matter to Joe,” Sheltra said.
“Caesars is a fine company, but when I was in talks with Caesars and Boomers, it really came down to finding the right fit. And Joe’s operation and what he’s doing is very similar to us as far as culture.”
Boomer’s Sportsbook eyeing 12 locations in Nevada by middle of year
The addition of the Bonanza Casino will continue the momentum of Boomer’s Sportsbook, which has five locations across the state. The company is planning to open a location in Tonopah in early February.
If things go as planned, Boomer’s Sportsbook will have 12 locations in Nevada by the end of the second quarter this year, Asher said.
Asher emphasized that Boomer’s Sportsbook is a Nevada-only business.
“Every single employee lives in Nevada,” Asher said. “Every sports book that we have and that we intend to open are going to be in Nevada, so we want to build out a statewide network.”
Asher’s plans include expanding its presence more in Reno-Sparks. As the two largest cities in Northern Nevada, Asher wants to…..
