Figures show St. Jo Frontier Casino revenue steady despite low admissions

A report released Friday morning by the Missouri Gaming Commission shows the casino performed with a 1 percent loss in adjusted gross revenue for January, with $3.1 million compared to the $3.2 million of 2016. And so far this fiscal year, the facility has netted a 1 percent gain in revenue to $22.7 million over the $22.4 million for the same period a year ago.

The state’s report also showed that the casino’s January admissions declined 11 percent to 81,000. Admissions for the fiscal year have sunk 14 percent, according to the statistics. That category has remained in negative territory each month since at least July.

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Jim Simms, who took over as vice president and general manager of St. Jo Frontier Casino in June, is not concerned with impacts from the business’ performance

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“I think January was a good month for us,” Simms said, noting the casino is working to attract more customers.

That focus involves such measures as an improved buffet and an upgrade to the gaming floor.

“We actually did a complete new layout” of the slot machines, Simms said.

He added that the casino also is relying on a new promotions calendar to bring in increased traffic. There are plans for a March giveaway of a 2017 Ford Mustang.

In a related development, Affinity Gaming in Las Vegas earlier this month announced its successful acquisition by Z Capital Partners.

“We don’t anticipate any unforeseen changes to our business,” Simms said of the deal.