Sweeping Changes Coming to Midwest Casinos

  • Lumière Place Casino is rebranding to Horseshoe St. Louis
  • Circa Sports and Full House Resorts are building a casino in Waukegan, Illinois
  • Potawatomi Hotel & Casino in Milwaukee is set to undergo a $100m renovation
architects looking at blueprints
Midwest betting is set to get a boost from recent and upcoming changes to casinos in the region. [Image: Shutterstock.com]

Revamping and refurbishing locations

Midwest America has become a hub for betting in recent years, spurring local and nationwide interest in the market.

As a result of the increased visibility, states across the Midwest are constantly developing the latest and greatest attractions and opportunities for gamblers. Although not all Midwest states have legalized sports betting, most have or are gearing up to do so.

rebranding, renovating, and refurbishing casinos and resorts in the area

Missouri, Illinois, and Wisconsin have emerged as the latest states making changes, with each set to redesign staples to their gambling enterprise. This includes rebranding, renovating, and refurbishing casinos and resorts in the area.


The establishment once known as Lumière Place Casino will now be Horseshoe St. Louis, tacking onto Caesars’ Horseshoe line. Caesars bought the property a few years ago, but was yet to make massive changes, that is, until the recent unveiling. It figures to become a preeminent option in Midwest gambling, where pro-sports betting legislation is gaining momentum.

Aligning the property with the Horseshoe branding increases its profile and notoriety

The new name was announced at a ribbon-cutting festival, with representatives from Caesars Entertainment in attendance. Aligning the property with the Horseshoe branding increases its profile and notoriety in the market, specifically in the area.

The exterior will flash a new Horseshoe sign, the casino floor will be revamped, and new slots will be added inside. 

“In keeping with Horseshoe’s classic sophistication, the design team incorporated a handcrafted feeling with tooled leather, dramatic colors, and the brand’s signature gold horseshoe iconography,” a Caesars’ press release said.

“Horseshoe’s investment not only means a new look for this anchor riverfront institution, it also means more jobs for our metro and more activity on Laclede’s Landing,” Jason Hall, CEO of Greater St. Louis Inc. tacked on. “Rebranding as Horseshoe signals a commitment to our city, to our north riverfront, and to our efforts to promote the type of destination entertainment that all great downtowns have in common.”


Circa Sports, headquartered in Las Vegas, is partnering with Full House Resorts to build a casino in Waukegan. A Circa Sports sportsbook will enjoy the facility’s space until the building is finished.

Circa Sports will initially be located in the American Place, a temporary casino run by Full House Resorts; Illinois natives will be able to access the sportsbook online and digitally or visit its brick-and-mortar location with betting windows, kiosks, digital betting boards, and 36 televisions. 

“We promised Illinois a premium gaming and entertainment facility and that includes a first-class sportsbook experience,” said Alex Stolyar, Full House Resorts chief development officer, in a statement. “We witnessed how [Circa Sports founder and CEO Derek Stevens] and his team have revolutionized the sports-betting and viewing experience at Circa and knew that they would be the right partner for American Place.”

The ongoing project is taking place in Waukegan’s Fountain Square district. When finished, it will house roughly 1,600 slots, 100 table games, a small villa, bars and restaurants, and a 1,500-seat entertainment theater.


Potawatomi Hotel & Casino in Milwaukee announced a $100m renovation on the building’s third floor this weekend.

The best is truly yet to come.”

“Since opening more than 30 years ago, Potawatomi Hotel & Casino has made it a priority to evolve and meet the needs of our guests,” said Dominic Ortiz, Potawatomi CEO and general ganager, in a statement. “Not only will this elevate the brand, it will further our long-standing status as the premier entertainment destination in the region as the market becomes significantly more competitive. This is just the beginning. Additional exciting changes and new amenities are in store. The best is truly yet to come.”

The renovations will bring more than 1,800 slot machines, a new bar with “slot seats,” and 4k televisions to the building.

There will also be new dining options, a Starbucks, and quick-serve food and beverage outlets that can deliver orders to gaming stations.

Spring 2023 is the target date for Potawatomi’s new-look third floor.

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