A Las Vegas casino located just off the Strip is now home to Nevada’s latest sportsbook, Boomer's Sports Book, which opened last August 4th at the Ellis Island Casino & Brewery. The casino is also in the midst of an overhaul, and the ceremony included Boomer's president and Chief Executive Officer Joe Asher; Gary Ellis, the owner of Ellis Island; Shelley Berkley, Las Vegas' mayor, along with the former mayor of Las Vegas, 86-year old Oscar Goodman.

A fresh chapter in Las Vegas sports betting officially began on Monday, the 4th of August, as Boomer's Sports Book celebrated its grand opening at the Ellis Island Casino & Brewery, marking the launch of Nevada's newest sportsbook at one of the city's most iconic off-Strip locations.

With a ceremonial ribbon-cutting, the event drew notable figures including Gary Ellis, the owner of Ellis Island; Mayor Shelley Berkley of Las Vegas, Boomer's Chief Executive Officer Joe Asher, and former Las Vegas Mayor Oscar Goodman, who at 86 years old placed the first official bets. Goodman's wagers included the Las Vegas Raiders to take home the trophy at the Super Bowl and the San Diego Padres to take the World Series title.

Boomer's expansion begins in Las Vegas

Boomer's Sports Book is the brainchild of Joe Asher, a longtime sports betting executive known for his former roles as Chief Executive Officer of William Hill US and president of sports betting at IGT. The Ellis Island location marks the second Boomer's launch, following its recent debut at Elko's Commercial Casino. A third site is already planned for Henderson's Casino Valle Verde, also owned by Ellis. The sportsbook runs on the IGT PlaySports platform, which will power both the in-person and mobile betting experience.

While Boomer's mobile app is available for both Android and iOS devices, Nevada's regulatory requirements mean bettors must register in person before placing any mobile wagers - an approach designed to drive traffic to brick-and-mortar casinos like Ellis Island.

"Vegas is the future of this business"

For Asher, success begins in Las Vegas. "The future of this business is going to be heavily dependent on what happens here in Las Vegas," he told reporters. The Nevada-only rollout reflects a deliberate strategy focused on building deep roots in the state's sports betting ecosystem before considering wider expansion.

With football season on the horizon, Asher says the early focus is on sign-ups and onboarding customers. A $250 deposit match promotion is currently being offered to attract new bettors. Eventually, the company's energy will shift toward creating an engaging and rewarding customer experience.

"I'm a sports bettor and I know what matters to sports bettors," Asher said. "All we need is people to give us a shot, and we'll try to earn your business."

A strategic move for Ellis Island

For Gary Ellis, partnering with Boomer's is part of a larger $35 million expansion and renovation of the Ellis Island property, which began last fall. The off-Strip casino, located just to the south of Flamingo Road on Koval Lane, is banking on the new sportsbook to increase foot traffic and enhance the casino's profile.

"Being in the sportsbook business with Joe Asher is like being in the football business with the Kansas City Chiefs," said Ellis. "I've known Joe for many, many years and I've always liked and respected him very much. So, when he decided he was going to take on this venture, I told him I was with it."

Boomer's Sports Book is led by a seasoned team with decades of industry experience. Dave Grolman serves as senior VP of sportsbook and customer support operations. Nick Bogdanovich, an inductee of the SBC Sports Betting Hall of Fame, leads trading operations. And heading compliance is A.G. Burnett, a former chair of the NGCB and now a gaming attorney at McDonald Carano.

Asher revealed that his goal is to open 10 retail operations throughout Nevada within the next year - a bold but calculated move as the state's sports betting market continues to evolve.