Fifth Street Gaming Breaks Ground On First Latino-Dedicated Vegas Casino

Written By Katarina Vojvodic on September 26, 2022
Vegas Lucky Club rebrands to Latino-focused Ojos Locos casino from JefeBe

JefeBet, operated by gaming and entertainment brand Fifth Street Gaming (FSG), announced the groundbreaking of Ojos Locos Sports Cantina y Casino at Hotel Jefe on Sept. 21. JefeBet is a gambling company for Spanish-speaking Americans.

According to the statement, FSG’s Lucky Club, located at 3227 Civic Center Drive, will rebrand into Ojos Locos Sports Cantina y Casino at Hotel Jefe, a Latino-focused hotel and casino.

The renovations are planned to be completed before the end of the year. And once finished, the location will be the second casino owned and run by FSG, with the other site being Silver Nugget Casino.

A major transformation is underway

Operating in Arizona, New Mexico and Texas, Dallas-based bar chain Ojos Locos is about to open its first Nevada location.

Previously known as the Lucky Club Casino, the North Las Vegas venue has started rebranding into a Latino-focused property, bringing together all parties involved. The recent meetup gathered FSG’s CEO Seth Schorr, North Las Vegas Councilwoman Pamela Goynes-Brown, the Las Vegas Latino Chamber of Commerce delegates, and dining partner Ojos Locos.

On this occasion, Schorr said:

“It’s estimated that 28% of the state of Nevada and 18.7% of the United States identify as Latino. This one-of-a-kind property will be the first time a company has opened a space for this massive, yet underserved population. The other unique feature of this property is that the sportsbook, sports bar and restaurant will all be in one layout and won’t be separate entities.”

The soon-to-be-renewed property will offer food and beverages, as well as entertainment, betting and gaming for the Latino and Hispanic communities.

Ojos Locos’ CEO Rich Hicks added:

“Bringing our services to this new property and combining forces with JefeBet is an extension of what we formed our business foundation on. The concept of Ojos Locos was built around catering to the Latino community by bringing a comfortable, laid-back sports cantina where you can sit back and relax, watch your favorite team play, party with friends, dine with family and enjoy outgoing and friendly service by one of our chicas coquetas y bonitas. We can’t wait to get to work.”

Apart from room renovations, the makeover will include the casino’s interior advancement. More than 200 new gaming machines will be added to the casino floor, with an addition of a nightclub and a sports bar with food provided by Ojos Locos.

The new casino and hotel will offer:

  • 10,000-square-foot casino
  • 10,000 square feet of indoor and outdoor entertainment space
  • Restaurant capacity of nearly 300 guests

The renovations are expected to be completed before the end of the year. In the meantime, the hotel will remain open, but the casino and restaurant will be closed.

Catering to the Latino community is more than language

As John Jay Lee, North Las Vegas Mayor, stated:

“With 44% of our city’s population identifying as Latino, we’re thrilled to see an already established business providing entertainment created with such a large portion of our residents in mind. We anticipate the (Fifth Street Gaming’s) JefeBet Casino and Hotel to be a wonderful addition to our community.”

But FSG’s interest in the Latino community goes beyond JefeBet. Fifth Street Gaming is a hospitality and casino management company that has catered to the Latino market for more than 15 years. The gaming firm already operates Silver Nugget Casino in the Vegas area, centering on the Spanish-speaking Latino community.

On the other hand, Ojos Locos has already built a reputation of being a popular restaurant that celebrates Latino culture. Spanish-speaking servants and Spanish-language broadcasts add to its unique experience.

Ojos Locos Sports Cantina Marketing vice president Laura Caudillo said:

“We look forward to adding to the Latino community experience with our excellent service, delicious food and fun atmosphere.”

Although many Latin American and Hispanic players are familiar with English being the universal language, some casino visitors still prefer to have a convenient experience and enjoy iGaming in their local language. And that’s exactly what Fifth Street Gaming offers.

Apart from the language, all Fifth Street Gaming programs are carefully planned for the Latino community.

“I think the Latino community is one that is deserving of an experience that is designed specifically for them in every way,” Schorr told the Las Vegas Review-Journal. “The language is the most obvious but food, entertainment, all of our programs are completely programmed for the Latino community.”

As Sept. 15 marked the beginning of Hispanic Heritage Month, which celebrates Hispanic and Latino American cultures, hopefully, companies like these would motivate other iGaming industry giants to consider ways to include and celebrate an entire community within their businesses.

Photo by Shutterstock
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Katarina Vojvodic

Katarina Vojvodic is a lead writer for PlayUSA who lives in Toronto. Vojvodic provides coverage of the US gambling industry with a focus on US online casinos. Previously, she covered Ontario’s online gambling industry for PlayCanada.com. Vojvodic holds a master’s degree in journalism from the University of Belgrade. Outside working hours, she can be found near the water with her husband and their two kids.

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