Independent sportsbook, Boomer's, set to launch next month by Joe Asher, aiming to establish a new market in Nevada.
Nevada's gaming landscape is about to see a new player, with the announcement of Joe Asher's independent sportsbook, Boomer's Sportsbook. Asher, a long-time gaming executive and former CEO of William Hill, is venturing into the world of independent sports betting, launching retail and mobile sports betting operations in the state.
Upon approval, which is expected in early August by the Nevada Gaming Commission, Boomer's Sportsbook will be the only sportsbook in Nevada not operated by a casino company. The sportsbook is an independent venture, with Asher at the helm, and while the individual investors behind Boomer's are kept confidential, they do include some who were investors in Brandywine Bookmaking in the past.
Boomer's Sportsbook will have three locations, with the first opening in Elko, followed by one near the Las Vegas Strip corridor, and another at Ellis Island Casino Hotel. The sportsbook at Ellis Island will be part of a bar and restaurant concept, while the one in Elko will be located in the Commercial Casino. The sportsbook at Casino Valle Verde in Henderson will undergo a significant remodel this fall in preparation for Boomer's launch.
Asher believes that customers will ultimately decide whether they like Boomer's Sportsbook's product or not. To attract customers, Boomer's Sportsbook will offer a sign-up offer and promotions for the upcoming football season. The betting limits will be similar to other sportsbooks and will offer a broad-based betting menu.
The expansion of Boomer's Sportsbook is possible due to Nevada's in-person signup requirement for mobile wagering. This requirement has created an opportunity for independent operators like Boomer's to enter the market. Trading margins have been higher outside of Nevada, led by FanDuel and DraftKings, but Asher is confident that Boomer's Sportsbook will compete effectively within the market.
Asher does not plan to expand Boomer's Sportsbook out of state. Instead, he aims to have 10 Boomer's locations within a year and 25 to 30 in total, with a focus on the Las Vegas area and some places in Reno. He will not focus on television advertising but will microtarget casino partners' players.
Nick Bogdanovich, a well-known bookmaker in Las Vegas, will serve as head of trading and set the lines for Boomer's Sportsbook. Other key staff members include Dave Grolman, Debinique Watts-Blackburn, Shawn Odell, Gina Cervone, Andrew Patterson, Desirae Reid, Adam Pullen, Dave Lichterman, A.G. Burnett, and Scott Scherer.
Boomer's Sportsbook's customer base focus is on "regular folks who want to bet on sports." With its independent status and focus on customer service, Boomer's Sportsbook is poised to make its mark in Nevada's competitive sports betting market.
Boomer's Sportsbook, with its focus on regular sports enthusiasts, aims to challenge the status quo by offering sports betting services independently in Nevada, separate from casino companies. Upon approval and launch, it will compete in the market with promotions for the upcoming football season and similar betting limits to other sportsbooks, while differentiating itself with focused customer service.
