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JEFFERSON, Ia. – It's a roll of the dice, but Wild Rose Entertainment believes the odds are in its favor.

The West Des Moines-based company is making a $40 million bet that a new casino resort in Greene County will attract thousands of gamblers while creating about 250 jobs in a rural community where corn and soybeans are traditionally the biggest cash crops.

The Wild Rose Jefferson casino officially opens here Saturday although it began informally hosting gamblers playing slot machines and table games in mid-July.

Greene County has only about 9,200 residents. But the casino hopes to draw customers from Des Moines' western suburbs (50 miles away) and Ames (40 miles), plus Boone, Carroll, Fort Dodge and a host of smaller communities.

'This is a great opportunity for our county — bringing something to rural Iowa we had been missing. I have no qualms about it at all,' said former Greene County Supervisor Mary Jane Fields of Jefferson, a strong supporter of the casino project.

Rick Morain, a retired Jefferson newspaper publisher who serves on a local nonprofit board that has partnered with Wild Rose, said the arrival of the casino is a 'game changer' for Greene County.

The county is in the midst of an economic development boom with more than $100 million in projects, including the casino, an adjacent 74-room hotel, a new Hy-Vee grocery store, and expansions to health care facilities and manufacturing plants, Morain said. The casino will provide an additional boost, he said, by contributing about $1.5 million annually to area cities, schools, adjacent counties and for charitable projects.

Some skepticism

Tom Coates of Norwalk, a critic of Iowa's gambling industry, is skeptical whether many gamblers will want to make a long drive to Jefferson. Slot machines and table games are already available at other places like Prairie Meadows Racetrack and Casino in Altoona and Meskwaki Casino in Tama, he said.

'Do you legitimately think that people will come from Ames, Fort Dodge and West Des Moines? You don't get to Jefferson, Iowa, by accident,' Coates said.

But Jeff Lamberti of Ankeny, chairman of the Iowa Racing and Gaming Commission, which narrowly voted last year to approve a state license for the Jefferson casino, told The Des Moines Register he believes the gambling operation will make money. He noted that Wild Rose Entertainment has already had success in with casinos in Emmetsburg and Clinton.

'They have developed a real niche for smaller casinos that fit smaller markets. They are not going to have a $200 million facility like Prairie Meadows, but they don't have to be as profitable,' Lamberti said.

Two market studies for the Jefferson casino project were conducted independently for the Iowa Racing and Gaming Commission. Las Vegas-based Union Gaming Analytics estimates a Jefferson casino will generate about $33 million annually in gross gambling revenue, while Marquette Advisors of Minneapolis projects about $28 million in gross gambling revenue. That's enough money to make the Jefferson casino a success, said Tom Timmons, president of Wild Rose Entertainment.

The motto at the new casino is 'Small Town Friendly, Big City Wild.' Timmons noted the business is at the intersection of U.S. Highway 30 and Iowa Highway 4, which makes it an easy drive from a large population base in surrounding towns.

The casino drew 12,799 patrons during its first seven days in business, and that happened without any paid advertising. About 450,000 admissions are expected annually.

An economic boon?

Creighton University economist Ernie Goss wrote the book 'Governing Fortune: Casino Gambling in America' on the casino industry, said the Jefferson casino should provide an economic benefit within Greene County — not withstanding some social costs from problem gamblers. But he doesn't see it providing an economic windfall for the state.

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It's realistic to expect the Wild Rose Jefferson to attract some business conferences. But it's not likely many gamblers will be flying from Chicago into Des Moines, renting a car and driving to Jefferson, Goss said.

Both market studies commissioned by state regulators suggest the vast majority of revenue at the Jefferson casino will be obtained by cannibalizing profits at other Iowa casinos, including Prairie Meadows in Altoona. One study projects Prairie Meadows will lose $13.1 million annually in market share, while another puts the losses at $6 million.

Inside the casino

Joan Wiederhold of Auburn, who is retired, was playing blackjack at Jefferson's new casino a few days ago. She's gambled sometimes in the past at casinos in Emmetsburg and Council Bluffs, and at the Winnebago tribe's gambling operation near Sloan.

'I have mixed emotions about this. Maybe it is too close,' said Wiederhold, who enjoys playing cards although she resided farther from the other casinos. 'But it's nice, very nice, and everybody is being friendly and helpful.'

The new casino offers a host of new electronic games, including popular Ellen DeGeneres-themed slot machines, and table games ranging from craps to pai gow poker.

Doug Grow, 60, of Rippey was hired as a card dealer at the Jefferson casino after working as a painter at a manufacturing facility. He figures he'll work full time until he retires and then will stay as a part-time dealer.

'This is fun. My family always plays cards when we get together. They talked me into this,' Grow said.

Pastor Julie Poulsen of First United Methodist Church in Jefferson was an outspoken foe of the casino project prior to a countywide referendum on legalized gambling two years ago that overwhelmingly won voters' approval. She said she remains opposed to gambling in principle, but she is welcoming newcomers to town and is hoping the casino will be a success that will bless many people.

'There is a very small group that is clinging to their opposition. But I think we are all really just trying to get along. We are hoping for the best,' Poulsen said.

Iowa now has 22 casinos, including 19 state-regulated gambling facilities and three tribal gambling operations. Racing and Gaming Commission Chairman Lamberti said the five-member panel hasn't imposed a formal moratorium on additional gambling, but it's not likely more state casino licenses will be issued anytime soon.

'Based on our studies, I just don't see much room. I think we are pretty much at the saturation point,' Lamberti said.

Things to know about the Wild Rose Jefferson

OWNER/OPERATOR: Wild Rose Entertainment of West Des Moines.

OFFICIAL OPENING: Aug. 1. Grand opening: Aug. 7-9.

HOW TO FIND IT: 777 Wild Rose Drive, at the Intersection of U.S. Highway 30 and Iowa Highway 4 on north edge of Jefferson.

COST TO BUILD: $40 million

JOBS: More than 250 with an estimated annual payroll and benefits of $7 million.

SLOT MACHINES: 526

CASINO TABLE GAMES: 14, including two digital table games.

CASINO SIZE: 18,000 square feet

HOURS: The facility will be open weekdays from 8 a.m. to 2 a.m., and on weekends for 24 hours daily.

TOBACCO USE: Smoking is permitted in most of the casino, but there is a nonsmoking section.

LODGING: Separately owned Cobblestone Hotel & Suites, a $5.3 million smoke-free facility with 74 rooms.

WHAT ELSE IS THERE?: An Iowa gift store with specialty products made in Iowa, such as Iowa wine and hard cider; an 1,100-seat events and conference center; and a 200-seat sports bar and full-service restaurant. Country singer Kenny Rogers will sing at sold-out concerts on Aug. 7 and 8. The Oak Ridge Boys will perform in early November, and other acts are being scheduled.

777 Wild Rose Drive, Jefferson
Jefferson, Iowa 50129

(515) 386-7777

Wild Rose Casino & Resorts in Jefferson is located an hour northwest of Des Moines on US Highway 30 & Highway 4 .

This $40-million gaming resort in Jefferson was approved by the Iowa Racing and Gaming Commission on June 12, 2014. A formal groundbreaking ceremony followed soon afterwards on June 30, 2014. A soft opening was July 14 with the official grand opening August 7.

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