Gaming -- Lucky's eyes expansion

Jan 11, 2009 6:59 PM
by Mark Mayer |

Lucky’s CEO Joe Asher (pictured at right) told GamingToday that he was in active discussions involving additional race and sports books around Nevada and hoped to have from 20 to 25 by 2010.

"There are a lot of properties both here and around the state that we have an interest in," Asher said. "To do it right, we are trying to be somewhat selective as to what properties we decide to put books in."

Asher acknowledged that the downturn in the economy is a challenge to the gaming industry, but was optimistic that Las Vegas would come out of the recession. Lucky’s currently has 11 properties statewide.

"This is a challenging economy for everyone," Asher said. "All you can do in this environment is hunker down and run the operation as efficiently as possible. This is the time to look around for opportunities that present themselves. Recovery will absolutely come. I’m just not smart enough to know exactly when."

Asher has implemented his expansion plan through radio shows and the internet, boasting that the Lucky’s website is "the best of any sports book in Nevada. It’s not even close."

"I’m really proud of what we have accomplished at Lucky’s since arriving here in 2006," Asher said. "We’re just getting started. There are a lot of things to do, but it’s been a rewarding experience. It’s very exciting to go from an idea to a fully functioning company with a very good reputation."

GamingToday contributing writer Jimmy Vaccaro works closely with Asher in his growing venture and mentioned late last year the desire to find a niche on the Boulder Highway.

"We need to be a presence on the Boulder Highway where locals can find us," Vaccaro said. "If Lucky’s could even have a 7-Eleven, we’d be in the ballgame."

Lucky’s was Asher’s idea, a name the Delaware native and former attorney created because he thought it would be catchy and pertain to sports betting.

"I spend time in each of our books," he said. "I pick up little things that I feel will make things more convenient for our customers. One of the biggest changes was the elimination of the cell phone ban. Not allowing cell phones was tremendously inconvenient for customers and a pain for us to enforce. It’s a significant improvement for sure."

For more about Asher, check this Tuesday’s edition of GamingToday.

 

LUCKY’S PROPERTIES (11)

Primm (3): Primm Valley

Buffalo Bill’s, Whiskey Pete’s

Las Vegas (2): Plaza, Terrible’s

Pahrump (2): Terrible’s Town,

Terrible’s Lakeside

Elko (2): Red Lion,

High Desert Inn

Carson City (1): Fandango

Reno (1): Grand Sierra