How The Schilling Brothers Turned Tunica Mississippi Into the 3rd Largest U.S. Gambling Destination

How The Schilling Brothers Turned Tunica Mississippi Into the 3rd Largest U.S. Gambling Destination

By Kahari S. Nash, “The BooRay! King” & CEO KSN Gaming 

If you’ve ever driven through Tunica, Mississippi, and marveled at its transformation into a Gambling Mecca, you have two men to thank: Rick and Ron Schilling “The Fathers of Mississippi Casino Gambling”. Known as “The Schilling Brothers, these Visionary Entrepreneurs turned Tunica “Sugar Ditch” from a sleepy, cotton-filled town in the Mississippi Delta into the Third-Largest Gambling Destination in the United States, right behind Las Vegas“The Gambling Capital of America” and Atlantic City. Their story is one of RiskInnovation, and knowing when to Double-Down on an emerging opportunity.

From the Midwest to the Mississippi

The Schilling Brothers didn’t just stumble into gaming — they built their empire on a foundation of hospitality, hard work, and a flair for entertainment. Rick and Ron grew up hustling in the restaurant and nightclub business of their father, Richard J. Schilling Sr. “The Supper Club King”. From running the iconic Beverly Hills Supper Club in Southgate, Kentucky — the “Showplace of the Nation” that hosted the likes of Frank Sinatra and Ella Fitzgerald — to opening the wildly successful “Splash” nightclub in Newport “Las Vegas Before Las Vegas”, Kentucky, they perfected the art of delivering unforgettable experiences.

But their journey didn’t stop there. In 1992, when Mississippi lawmakers legalized Riverboat Gambling, the Schilling Brothers saw an opening. Armed with their entertainment expertise and entrepreneurial grit, they launched the Splash Casino “The 1st Legalized Casino in Mississippi” in Tunica County, which was “The Poorest County” in Mississippi; a decision that would forever change the region. There were 17 hotel rooms in Tunica when the Schilling Brothers came and within 4 years there were 6,000 hotel rooms. 

Splash Casino: The Beginning of a Revolution

Picture this: a refurbished disco barge on the Mississippi River, hastily converted into a casino, with no restaurants, no hotels, and minimal amenities. That was Splash Casino on opening night, October 19, 1992. Despite the barebones setup, Patrons lined up in droves, braving thunderstorms and an hour-long drive from Memphis, Tennessee, just to get a taste of legal gambling. A $10 admission fee didn’t deter them; if anything, it added to the allure.

“What a business!” Ron Schilling reportedly said on opening night. And what a business it was. Splash Casino raked in so much cash, $25 Million in the first five (5) weeks that counting it became a logistical challenge even with money counters. Its success, “The Highest Grossing Casino Per Square Foot in the USA in 1992-93”, was a screaming testament to the untapped power of legalized gambling in a virgin market.

The Tunica Boom

Splash Casino may have been the first, but it was just the beginning. The Schilling Brothers laid the groundwork for a gambling boom that saw Tunica evolve from a Poverty-Stricken county into a $3 Billion-Dollar Gaming Powerhouse. 

By the Mid-1990s, more glamorous Casinos sprang up, from Boyd Gaming’s Sam’s TownCasino & Resort Tunica to Jack Binion’s Horseshoe Casino & Resort Tunica (Harrah’s Entertainment Acquired The Three Horseshoe Properties for $1.45 Billion in 2003) to Poker Pro Lyle Berman’s Grand Casino & Resort Tunica (Hilton Hotels – “Casino King” Arthur Goldberg’s Park Place Entertainment Acquired The Two Grand Casino Properties for $650 Million in Stock and $550 Million in Assumption of Debt in 1998) to MGM Resorts International’s Gold Strike Casino & Resort Tunica (Acquired by Cherokee Nation Entertainment for $450 Million in 2023) to Don Barden’s Fitzgerald’s Casino & Resort Tunica(Acquired by Full House Resorts for $62 Million in 2014 – Acquired by VICI Properties “Formerly Caesars Entertainment Operating Company” from Foundation Gaming & Entertainment for $293 Million in 2022) to Caesars’ Sheraton Casino & Resort Tunica (Formerly Roadhouse Casino & Resort Tunica) to Billionaire Tom Barrack’s Colony Capital’s Hollywood Casino & Resort Tunica – Resorts Casino & Resort Tunica to the “Father of Modern Riverboat Gambling” Bernard Goldstein’s Isle of Capri Casino & Hotel Tunica complete with luxury hotels, world-class entertainment, and fine dining. 

But Splash Casino will always be remembered as the spark that ignited it all.

Innovation Meets Opportunity

What set the Schilling Brothers apart was their ability to adapt and innovate. They didn’t just ride the wave of legalized gambling; they shaped it. Splash Casino wasn’t a fluke; it was a calculated move by seasoned operators who understood how to create demand and meet it with style.

By the time they opened Splash Casino, the Schilling Brothers were already veterans in the hospitality and entertainment world. They knew how to attract crowds and keep them coming back, whether it was through unforgettable live performances or innovative concepts like Riverboat Casinos. Their knack for blending business savvy with a deep understanding of human behavior turned Tunica into a Gambling Hub.

A Legacy Cemented in Gambling History

The impact of the Schilling Brothers can still be felt today. Their early gamble on Tunica paved the way for a regional economy that now thrives on Tourism and Gambling. And while Splash Casino is long gone, its influence lives on today in the glittering Casinos that dot the Tunica landscape.

But their contributions didn’t stop at Splash Casino. Rick Schilling’s last venture, Harlow’s Casino & Resort in Greenville, Mississippi, showcased the same blend of bold risk-taking and meticulous execution that defined his career. Harlow’s, a $75 million project in 2007 and sold to Churchill Downs for $138 Million in 2010, became another feather in his cap, further solidifying the Schillings’ status as Gambling Pioneers.

Meanwhile, Ron Schilling has brought his expertise and vision to BooRay!, where he serves as aFounding Director. His invaluable leadership is helping to guide BooRay! into its next phase of innovation and influence within the Gambling and Lifestyle space.

Lessons From the Schilling Brothers’ Playbook

1. Seize the Moment: When Mississippi legalized gambling, the Schillings didn’t hesitate. They understood the importance of being first (1st) to market.

2. Build for the People: Splash Casino wasn’t just about gambling; it was about creating an experience that resonated with its audience.

3. Evolve and Expand: The Schillings’ ability to pivot from restaurants to nightclubs to casinos is a masterclass in adaptability.

4. Think Big: From the Beverly Hills Supper Club to Splash Casino, the Schilling Brothers always aimed to deliver larger-than-life experiences.

A Personal Connection

As someone who’s had the privilege of knowing the Schilling Brothers for almost three (3) decades, I can say their story is a testament to vision and hard work. Whether it was sharing stories about the early days of Splash Casino or discussing the future of gaming, their passion was contagious. Ricky wasn’t just a businessman; he was a Pioneer who believed in the power of entertainment to bring people together.

That’s why when I told Ronnie about BooRay! His excitement and knowledge for Gambling sparked his Casino marketing and management skill set to tell me, “you’ve got what every casino is looking for, “The Whales”, so shoot your shot and I’m going along for the ride because I always tell Ashley, you’re one of the smartest people I know. What better way to end my career than playing a winning hand.”

The Bottom Line

The Schilling Brothers didn’t just build Casinos; they built dreams. Their vision turned Tunica into a beacon for Gamblers, Tourists, and Entrepreneurs alike. From a refurbished disco barge, “Splash Casino”. to a Multi-Billion-Dollar Gambling Destination, their story is proof that with the right mix of InnovationTiming, and Guts, everything is possible, probable and profitable.

Today, instead of “Get Your Cash At Splash”, that legacy of vision and boldness continues at BooRay!, where Ron Schilling’s leadership is shaping the brand’s future as a Cultural and Gambling Icon. Just as the Schilling Brothers transformed Tunica, BooRay! is poised to redefine what it means to connect through gaming and entertainment.

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