By Linda Jones
To rebrand a property, particularly a casino, successfully, an impact must be made the moment the gambler enters. Everything in the physical space needs to be changed; gamblers need to see, sense, smell a different vibe as soon as they enter. By most definitions, the Reserve Casino Hotel has successfully rebranded – remade – a tired, out of date casino (Fortune Valley) into a new “feel.”
Even the entrances have been changed: the corner one on the first floor is gone and the main entrance in the middle of the first floor has moved. The entrances from the parking garage to the elevators have been enclosed, making them more welcoming (and warming especially in the wintertime). Inside, the casino now looks lively, with new carpet, new paint and red, green and blue neon signs. The Guitar Bar is a stunning addition, but the biggest changes may be in the food service.
By the time Fortune Valley was auctioned and acquired by Luna Entertainment, there were few diners in its restaurants. Now vibrant and varied food options occupy the restaurant footprint. Three different restaurants on “Market Street” offer popular choices: Java Express, Chef’s Kitchen and Pizza Pub. All the food areas have a soothingneutral palette. All the furnishings, furniture, lighting and art are new. Executive Chef Justin Ente presides over this “kingdom” of restaurants, including Ardore Steakhouse.
Java Express serves more than specialty coffees – they offer 11 kinds of Panini sandwiches, including breakfast paninis, and pastries. Pizza Pub makes several specialty pizzas, including supreme, white chicken, Hawaiian and veggie, and calzones.
The Chef’s Kitchen serves three buffet meals on weekdays and two on weekends. When I visited on a weekday mid-morning, there was always a line for the breakfast buffet, which costs only $4.99 and looks – and smells – delicious. On Saturday and Sunday a Champagne brunch is offered for $9.99 from 8 a.m. until 2 p.m. The Champagne brunch alternates between featuring peel and eat shrimp or lox as the star attraction, with all the usual dishes. The lunch buffet costs only $6.99 and is served from 11 a.m. until 2 p.m.; the dinner costs only $9.99 and is served from 4 – 10 p.m., Sunday through Thursday, and until 11 p.m. on Friday and Saturday. On Friday nights a carved tenderloin & shrimp dinner is offered; on Saturday night the special is a prime rib dinner. The Chef’s Kitchen features BIG plates, about 14 x 12 inches, with a once-through philosophy, as all a person can eat can be piled on the super-large plate.
Ardore is the Italian restaurant at the Reserve Hotel Casino. It features a 500-bottle wine display and eight-person chef’s table. The restaurant is named after the casino owner’s Napa Valley vineyard.
The upscale restaurant is Ardore, serving classic Italian dishes starting at $16. The entrance to Ardore is striking – it’s a glass wine cooler from floor to ceiling, featuring wines from the Celani Family Vineyards. Ardore is open on Friday, Saturday and Sunday evenings from 4:30 – 10 p.m. The menu features many beef cuts, lamb, salmon, shellfish and more.
The Food & Beverage Project Manager for the Reserve, Ed Hernandez, said, “The future looks great. We’ll continue to add favorite items as guests request them and continue to expand.”
Hernandez is experienced in the casino business; he worked the last 15 years in Las Vegas casinos.
