A new 65-foot guitar-shaped bar, featuring 14 slots machines, is one of the highlights of recent renovations. Photos by Jeffrey V. Smith
By Jeffrey V. Smith
Central City’s Fortune Valley Casino is undergoing a more than $20 million renovation of its property and is preparing for a change in branding. Originally planed for a July 1 debut, the new name will not be unveiled for several weeks when the extensive rock-music-themed renovations are complete.
The Fortune Valley property, whose owners filed for bankruptcy protection last year, was ultimately purchased by Luna Gaming Central City. The new owners, who also own a vineyard in Napa Valley and the Red Dolly Casino just down the street, took over the casino in January, and are now working hard to completely renovate and re-brand the property with a rock ‘n’ roll theme.
The new changes are immediately evident upon entering the casino, which now features a sleek, boutique-style design. All over the casino, photos of performing rock musicians adorn walls, while music-related memorabilia is featured throughout the gaming area.
The Lava Bar and nightclub will eventually feature live music and accommodate more than 400 patrons.
New additions to the 300,000-square-foot property include a 65-foot long guitar shaped bar featuring 14 slot machines, and friendly bartenders; the more than 400-person capacity Las-Vegas-style Lava Bar nightclub with state-of-the-art sound system; a new Italian restaurant; a VIP media room featuring five high-definition TVs; a new lobby, front desk and gift shop complete with Harley Davidson centerpiece; and multiple minor and major changes to décor. Continuing the music theme, the property’s 118 hotel rooms will also be named after musical celebrities. The idea is provide an experience and theme that is distinctive from what other casinos in Central City and Black Hawk offer.
The exciting, Vegas-style renovations and additions to the casino are in good hands with Chief Operating Officer Dean DiLullo. The executive – who earned his MBA at University of Nevada-Las Vegas – has more than 24 years experience in the industry, and is the former COO of the celebrity-themed Planet Hollywood Resort and Casino. He has also worked for Station Casinos, the Rio Resort and Casino and the Tropicana Resort and Casino, so he knows a thing or two about stimulating and compelling casino environments.
A new front desk area features a sleek design and photos of the Rolling Stones and Pat Benetar.
Luna Gaming’s principal owner, Tom Celani, named the new intimate restaurant, Ardore, after his high-end wine from the Celani Family Vineyards. The restaurant entrance features a dazzling 500-bottle display of the family’s wine, and the rest of the restaurant’s wine-list offerings.
The casino is expected to eventually take the name of a music-themed national brand. The official re-branding and grand-re-opening have been put off at least until September, according to Advertising and PR Manager Kelly Miller, but the casino does plan to celebrate summer and its recent transformation with a Summer Festival event featuring the funk rock music of Denver’s Opie Gone Bad along with food and promotions – including a car giveaway – on top of its parking garage, Aug. 7.
The new celebrity bar on the first floor features a completely new, high-end look.
