Hollywood Casino Aurora Ranks Third in Illinois Revenue After Land-Based Conversion
TL;DR — Hollywood Casino Aurora generated $17.4m revenue and nearly 156,000 guests in July, its first full month on land, ranking third among Illinois’ 17 casinos. Key metrics doubled year-over-year including hotel guest value, with 20% new and 25% reactivated customers. Penn Entertainment plans a similar conversion for Council Bluffs in 2028 with a $180m-$200m budget.
SCCG Take — Aurora’s immediate revenue and guest gains show land-based conversions can quickly broaden operator reach in mature markets. Similar projects warrant close monitoring for comparable customer acquisition effects.
As reported by G3 Newswire, Hollywood Casino Aurora has nearly doubled its business in the first full month since transitioning to a land-based casino on June 24. The property generated $17.4 million in revenue and attracted almost 156,000 guests in July. These figures made it the third-best earner out of Illinois’ 17 casinos.
Strong Growth Across All KPIs
“The business has essentially doubled in the first full month,” Jay Snowden, CEO and President of Penn Entertainment, said. “While still early, it has been showing strong growth KPIs, approximately doubling admissions, slot volumes, table volumes, and non-gaming revenues versus prior year levels. Our hotel is also attracting higher-worth customers, with our rated guests generating 21 per cent higher average daily worth when staying at the property. The property is also driving trial and expanding our reach in the market, as 20 per cent of our guests since opening have been new to Hollywood Aurora. Additionally, 25 per cent of our guests since opening were reactivated customers.”
Similar Project Planned for Council Bluffs
The next riverboat relocation in the Penn Entertainment pipeline is Hollywood Council Bluffs. It is expected to open in 2028. The project will convert the license into a modern land-based facility that connects with the existing 444-room hotel.
Snowden added: “We believe the new property will greatly enhance our competitive positioning in the greater Omaha market. The project has an anticipated construction budget of $180m-$200m. That budget, the programming, and the design will be very similar to the new Hollywood Joliet in Illinois.”
Reporting: G3 Newswire
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
Land-based conversions unlock immediate growth: Aurora doubled KPIs in 30 days, proving the model for Penn's next moves.
We've watched riverboat conversions drag for years with mixed results. Penn just proved the thesis in one month—doubling admissions, slot handle, and hotel value while pulling in 20% net-new customers. That's not incremental, that's transformational. Council Bluffs in 2028 is the template every Midwest operator should study.
- $17.4m July revenue, 156k guests — third in Illinois after one land-based month
- 20% new, 25% reactivated customers; hotel guests 21% higher daily worth
- Council Bluffs conversion set for 2028, $180m-$200m, mirrors Aurora playbook
SCCG angle: SCCG works both sides of this equation. We've placed vendors into Penn's supplier ecosystem and advised regional operators on competitive response when a market leader upgrades infrastructure. If you're planning a conversion or need to react to one in your backyard, we know who's done it right and who can help you move fast.
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