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Ohio’s JACK Casino in Cleveland has suffered from shrinking revenues since 2016 when the casino rebranded as JACK. According to gaming professor Alan Silver of Ohio University, the casino’s name change should be considered as a factor that has been driving revenues down.
As Silver points out in his argument, the casino separated itself from a well-established regional gambling brand when it dropped “Horseshoe” from its name in favor of the completely unknown “JACK” branding.
JACK Casino Cleveland was down $200,000 year-over-year in February. In contrast, other Ohio casinos and racinos had winning months. Hard Rock Rocksino in Northfield Park, for example, was up $600,000 year-over-year in February, leaving experts like Silver searching for answers as to what JACK Cleveland is doing wrong.
Silver says JACK’s urban location could actually be working against them. Smaller racinos in the area suburbs are doing so well they are expanding their amenities. Silver says this is due to the common perception that the racinos are safer, offer more secure parking, and allow gamblers to avoid downtown traffic.
Additionally, the racinos are going further than JACK to accommodate their patrons. Silver noted that area racinos beat JACK in welcoming gamblers during cold weather with heated outdoor smoking areas. They also host comedy and music shows to draw in crowds – entertainment options JACK is lacking.
Ohio racinos are currently lobbying to add table games to their properties. If they succeed, their gambling offering would further encroach on what was once exclusive to JACK and other state casinos.