A Newspaper Ad Forced Danville City Council To Reveal Caesars Casino Plan Early

Written By Kim Yuhl on June 26, 2020Last Updated on March 2, 2021

Caesars Entertainment was declared as the preferred casino partner by the Danville City Council on May 19. Regrettably, it appears that the announcement was made approximately two weeks earlier than anticipated.

Emails obtained by The Danville Register & Bee revealed that the early announcement was a direct response to a two-page ad published on Sunday, May 18.

Peninsula Pacific Entertainment and The Alexander Company acquired an ad with the aim of rallying support from Danville locals for their White Mill Casino initiative.

The council was left with no alternative but to announce its decision to the public, as it had already selected Caesars to construct one of the five Virginia casinos at the Schoolfield site on West Main Street.

According to Ken Larking, the City Manager, the formal announcement was hurried, as stated in the Danville Register & Bee.

Ideally, we prefer not to rush these kinds of things on Sundays.

Danville casino bidding process

The city of Danville released a request for proposals (RFP) in December 2019, inviting companies interested in collaborating with the city to establish a casino within its premises.

During the RFP process, a company had the option to present two distinct proposals, with one being either the White Mill or Schoolfield site. It is important to note that proposals were required to be submitted by Jan. 13, 2019, a date that preceded the legalization of casino gambling in Virginia.

Larkin anticipated that multiple companies would express interest in constructing a casino in Danville. Among them was Peninsula Pacific Entertainment, situated in Richmond.

Although the RFP process was meant to be confidential, 10 News revealed that seven companies had submitted bids.

Larking hinted in the aforementioned May 7 report that city council members were nearing the decision of choosing the casino partner for the city, with just a few weeks remaining.

The ad run by Peninsula Pacific Entertainment could have been triggered by this event, although they may not have realized that community support would no longer have an impact on the decision.

Why the Danville City Council chose Caesars

Caesars holds a significant advantage at the table due to its name, although we lack access to other RFPs for comparison.

Caesars, a renowned gaming company in the United States, boasts extensive expertise in the operation and management of opulent casino resorts accumulated over the years.

Caesars has reached an agreement to make upfront payments of at least $20 million to the city for the acquisition of Schoolfield site land and other investments.

Caesars intends to allocate more than $400 million towards the casino resort project, which is expected to generate 1,300 employment opportunities. These jobs will offer an annual salary ranging from $35,000 to $47,000, significantly surpassing the median income of $22,200 in Danville.

Caesars predicts that it will contribute more than $30 million each year in gaming taxes to the city. Additionally, the project is expected to generate an extra $4 million through taxes on real estate, retail sales, hotel services, as well as food and beverages.

The casino resort that Caesars is planning to construct is equally remarkable, just like its impact on the economy.

The upcoming Caesars Casino Resort in Danville will feature:

  • 500 hotel rooms
  • 35,000-square-foot conference center
  • 2,500-seat entertainment venue

In addition, a vast gaming floor will be available, accommodating:

  • 2,000 slot machines
  • 75 table games
  • 16 poker tables
  • Sportsbook

However, the final decision will rest with the voters. To make Caesars Casino Resort Danville a reality, a majority of residents must vote in favor of the referendum on Nov. 3. Should the referendum be successful, Caesars is projected to open its doors to customers in 2025.

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