Commerce Casino's Elite New Poker Room

The Largest Poker Section in the World has Gotten Larger With the Opening of Commerce Casino's Elite New Poker Room

It was a quiet affair, a "word-of-mouth" event that created a ripple effect in poker-playing circles throughout the industry. On Oct. 18 at 6 a.m., Commerce Casino officially "cut the ribbon" and opened a most awe-inspiring new poker room. The news spread like wildfire. Within days, high-limit players were flocking to the action and ambience of Commerce Casino's fabulous new top section. Nevada and East Coast players started flying out to Southern California to see what all the talk was about. In fact, two days after its soft opening, the casino's new 33-table top section had 32 tables in full operation, spreading hold'em, seven-card stud, Omaha, high-low split games, mixed games, pot-limit games, and pineapple at limits upward of $60-$120 to $500-$1,000 and higher.

Commerce Casino has done the inconceivable: made the largest poker section in the world larger, and more beautiful than one could have ever imagined in the process. It now offers upward of 150 poker tables. Furthermore, by incorporating the best design features and spatial opportunities of its new Crowne Plaza Hotel, Commerce Casino has created a spectacularly beautiful playing vista that artfully traverses the area linking the original casino with its new hotel. From an appearance standpoint, the entire room is bathed in light. Soft gold and mellow cream tones with deep rich purple accents create a notably warm, inviting atmosphere. The new top section also features incredible lighting, including the benefits of natural light reflected through the large ceiling-to-floor windows of the hotel foyer area. High ceilings, lush tropical foliage, and colorful flower accents enhance the visual image. In addition, grandiose statues depicting a larger-than-life-sized chariot and two winged sphinxes flank one entire side of the new poker arena. The refined space also offers a sense of buffered quietness and serenity, creating the perfect backdrop for the big action it showcases. The muffled sound of chips clattering together seems even more hushed, soothing, and appealing in such luxurious surroundings.

Aside from the aesthetics, the new section offers every conceivable customer convenience, including two cashier's cages, a private bank/safe-deposit box area, a huge centrally located big-screen television with split-screen capabilities, as well as five wall-mounted TVs, a state-of-the-art kitchen, wider aisle space between tables, and even "customer designed and approved" chairs. Separate, specially designated smoking areas are located immediately adjacent to the room. Much to players' delight, the new top section is also positioned within close proximity of the hotel's new Arena Sports Bar & Grill. Players are further tempted by Commerce Casino's excellent international cuisine. Top section players can order anything they please, from Starbucks coffee to a savory filet mignon dinner, at no charge. All menu selections are complimentary, and are made conveniently available by tableside serving trays.

Executive Poker Host Jerry Stensrud stated, "In the 13 years that I have been associated with Commerce Casino, this new gaming area and, of course, our new hotel are the most impressive innovations I have ever seen." Gesturing to the new top section and noting the lavish hotel lobby and grand staircase nearby, he said, "I could not be more pleased with what we have achieved here."

Taking a seat in one of the plush chairs appointed to the new section's tables, Stensrud reflected on the thought and effort that went into every decision made about the new gaming area. "Take these chairs, for example," he began. "We brought in six different top-notch chairs and asked our players to 'test drive' them for a week. Then, we asked for comments and took a vote. This chair won." Smiling and leaning back slightly to demonstrate, he commented, "These chairs are designed to provide increased back and neck support, plus they incorporate flex action in the backrest for greater comfort."

Stensrud added, "Our customers tell me that they feel like they've gone to poker heaven when they come here. We're pulling in a lot of new people who are very impressed with our service and action."

Casino Manager Tim Gustin reflected, "This room was built on customer comments. We asked our high-limit poker players what they wanted and made every attempt to deliver the poker room of their dreams. Now, we're asking them for feedback on how to make it work best from every standpoint possible."

Gustin further elaborated, "I believe that the key to our success goes far beyond the obvious benefits of this facility. Our staff is the main reason why we have achieved so much growth in the market. We could not have built this room, or the hotel, for that matter, without the foundation of success that comes with having the most professional, attentive, courteous, and friendly staff in the industry. More importantly, we could not keep it filled without having such a remarkable staff."

Accordingly, another benefit of Commerce Casino's increased table count is that players can choose from a full complement of games with untold "spread depth." A new term specific to Commerce Casino, "spread depth" translates to multiple tables offering the same game of choice at the same limit. The result: more options and a greater variety of individual games from which to choose at any desired limit. "Spread depth" applies not only to Commerce's new top section, but to all limits across the entire poker floor, as a direct by-product of the casino's expanded poker area and action.

"The end product of this expansion can be realized by every poker player across the floor, regardless of his or her preferred limits," remarked Gustin. "Our jackpot poker section is definitely reflecting the success of the new expansion. We're seeing increased action due to the greater availability of tables in all games. In fact, we have been able to create a new section for our $9-$18 hold'em action in the original Terrace area and establish an entirely new section for Omaha and pineapple. We also plan to remodel the original sections of the casino to bring everything in line with the new areas."

Stensrud added, "We used to have to turn players away on some nights, because we were operating at full capacity at every table limit. This new area provides us with the means to serve more players than ever before. It will make all the difference in the world, especially during the L.A. Poker Classic 2002."

Promising two $1 million-guaranteed events, Commerce Casino's highly anticipated L.A. Poker Classic is expected to break all previous attendance and prize money records. In addition, the casino's new Crowne Plaza Hotel is expected to be operating at full capacity to accommodate as many players as possible during the Feb. 1-26 event. L.A. Poker Classic 2002 participants can look forward to a larger, more comfortable playing site for the event, as the competition will constitute the debut poker event for the hotel's new, fully appointed tournament area, located directly above the new top section.

"We now have limitless opportunities for marketing Commerce Casino as a premier world-class gaming destination," commented Marketing & Advertising Manager Nancy Friedman. "In the 10 years that I have been affiliated with the company, our product has improved phenomenally. This step is the grandest of all. We are getting more inquiries than ever before, especially in light of the recent hotel opening.

"Commerce Casino gets easier to market because we continue to broaden our appeal to potential new patrons while offering more of the amenities customers want. The importance of service is never overlooked, which provides us with countless opportunities to increase our customer base," she concluded.

Jim Barbo, vice president/casino operations, stated, "As evidenced by what the new poker section and hotel represent, our ability to grow is the product of a multidimensional approach to the gaming business. We do much more than respond to the needs of customers. Each of our departments, from food and beverage to housekeeping, engineering, security, casino floor, support, and management, strives for the same goal. We work as a multifaceted team to open the doors of Commerce Casino to all people regardless of nationality or gender. It takes the work of more than 2,000 staff members to create the face of Commerce Casino, a face that sincerely smiles while actively addressing the desires and dreams of customers."

With official grand opening celebration festivities being planned for January 2002, Commerce Casino currently has much to celebrate. Its long-awaited hotel is now open for business, and its long-awaited poker section expansion is redefining its size and scope, much to the delight of those who dream of the perfect poker destination.