Commerce Casino's Promising New Horizon

A student of history may consider Commerce Casino's bold new venture in customer amenities a prime example of manifest destiny. With the opening of its new Crowne Plaza Hotel in the coming months, Commerce Casino will step up to the plate and enter the elite arena of world-class gaming destinations, and that's no surprise. If one reviews the 18-year history of one of Los Angeles' most celebrated casinos, starting with those early, fledgling days in August of 1983 to today's robust stature, it was simply a matter of time before a hotel would represent the ultimate step in customer convenience. And what a hotel it is: nine floors of sophisticated luxury showcasing an "ancient civilizations" theme surrounded by lush tropical foliage and cascading waterfalls.

As one might expect, Commerce Casino's elevated status from "casino" to "casino and hotel" is giving rise to an anticipatory wave of excitement throughout the industry. With a solid foundation of exemplary customer service, the sky has become the limit for Commerce Casino, translating to one of the most promising horizon lines in the industry. Self-proclaimed as "The Poker Capital of the World," Commerce Casino is now on the fast track to becoming "The Poker Vacation Capital of the World" – a title that will serve players well in a property that combines the allure and prestige of Southern California with some of the best poker action in the industry.

Casino Manager Tim Gustin stated, "We are thrilled about what the new property will mean in terms of serving our customers and expanding our playing area, especially with respect to poker. We will have, by far, the biggest and liveliest poker section in the world. In addition to more tables, there will be more space allotted for our players and a much more comfortable layout overall."

Executive Poker Host Jerry Stensrud commented, "All of us are very excited about the new facility. It is absolutely gorgeous. When people ask me what we're going to do with all the new playing space, I say, 'Fill it.' Our top poker section alone will be growing from 30 tables to 45. I have no doubt that we will be the place to play poker in Los Angeles – actually, make that the world. We already do more poker than any other casino internationally. With more than 125 poker tables, we will offer more poker than any other casino in the world.

"People already come out to visit us on 'poker vacations' – just like golf or fishing vacations, except our customers are looking for poker action. They come from all parts of the country, not just Las Vegas. With the new hotel, we will be able to package outstanding poker vacations and accommodate our players 100 percent. There are many individuals who relocate to be near us when they retire because they enjoy playing poker; some people want to be close to golf courses and others prefer poker," said Stensrud.

"What we're known for is variety in games and limits. We have every game imaginable at all limits – pineapple, Omaha high-low split, seven-card stud, you name it. Plus, due to sheer volume, we can offer players different choices with regard to tables with multiple games at the same limit.

"When it comes to poker, our appeal is universal. World champions come out of this casino. Local players, including David Chiu, Phil Hellmuth, Dan Harrington, Huck Seed, and others, started here and worked their way up to the top. Many players honed their skills here and went on to fame and fortune. We have become a proving ground for anyone starting out at any limit.

"Another aspect of our operations that is appreciated by players is the caliber of our staff. Our floorpersons are the best in the business, and nobody knows how to run a top section like they do," observed Stensrud.

"While everyone is commenting about all the space and amenities the hotel will provide, I want to make mention of the fact that we still have what many consider to be the best food in the industry," Stensrud chuckled. "Never underestimate the power of good food."

While hotel grand opening festivities are expected to take place in the near future, Commerce Casino is currently gearing up for its annual California State Poker Championship. Scheduled to take place June 8-24, the 17-event tournament will offer more than $600,000 in guaranteed prize money, including $25,000 in best-all-around player awards. Considering the phenomenal success of Commerce Casino's 2001 L.A. Poker Classic, which awarded more than $3 million in prize money last February, this year's California State Poker Championship is expected to break a few records in its own right. Current forecasts call for exceptionally large attendance figures, record-breaking prize money, and big side action across the board. Furthermore, the upcoming tournament is structured in accordance with player preferences regarding rebuy options. All events will have no rebuys, with the exception of one $150,000-guaranteed limit hold'em event and two $200,000-guaranteed limit hold'em events; each of these three events will offer rebuys for the first three levels.

With regard to the upcoming tournament, Gustin stated, "After the 35 percent increase in numbers at the L.A. Poker Classic, we'll be ready on all levels for any action we're dealt. I was proud of the way our tournament team rose to the challenge and contributed to the phenomenal success of the L.A. Poker Classic.

"Fortunately, our staff is composed of well-seasoned professionals, starting with Tournament Director Cheri Dokken. She leads the best dealers in the industry; they work tirelessly to make every event the best it can be. We've hired additional staff in preparation for the California State Poker Championship due to the great expectations surrounding this event.

"I also want to take this opportunity to comment on the professionalism and dedication of our floor staff. I cannot say enough about the caliber of the floorpersons at the helm of our top poker section. Whether it's side action from the tournaments or the ongoing high-limit games that draw players to the Terrace year-round, three highly capable floorpersons are largely responsible for our top section's legendary action. Between them, Raven Benton, Mike Dooley, and Luis Hernandez have more than 40 years of experience. Our players benefit immensely from their leadership and expertise," concluded Gustin.

Players will, no doubt, benefit immensely from Commerce Casino's bold new venture in luxurious hotel accommodations. The culmination of a long-held dream, Commerce Casino's new Crowne Plaza Hotel stands as an awe-inspiring landmark on the changing face of California gaming, and a testament to innovation and perseverance on behalf of a casino that was not content to rest upon its laurels. Originally designed to complement the unique Assyrian architecture of the nearby Citadel shopping center, the Crowne Plaza Hotel at Commerce Casino reflects the best architectural features of the Citadel's distinctive Assyrian facade, and extends the romantic "ancient civilizations" theme to encompass virtually all exterior and interior design elements.

Upon opening, the new hotel will rival Las Vegas properties in many ways, especially when it comes to class and comfort. The hotel will feature 200 guest rooms/suites with in-room hospitality bars, microwaves, safes, voice mail, and data port connectivity. Other special features include Jacuzzi-type tubs in rooms on the Crowne Plaza level. The hotel also boasts a gym and a full-service spa, sauna and beauty salon with a dry sauna, hot and cold Jacuzzi, acupressure and acupuncture services, skin peels, and more. A new sports bar and grill with an exhibition kitchen will offer live sports coverage via satellite broadcasts and multiple large-screen televisions. While Commerce Casino is already known for authentic international cuisine, the new hotel will complement and expand guests' menu options via room service and various restaurants. Travelers and their families will be tempted by a sparkling swimming pool and sundeck area. The hotel will also offer more than 21,000 square feet of meeting and banquet space, including an elegant casino ballroom with 13,600 square feet of "pillar-free" space that can be subdivided to accommodate events of various sizes. The ballroom also features a professional showroom stage with technologically advanced lighting and sound systems.

Exceptional interior design elements are present in the hotel's marble floors, grand statues, and glorious sculptures. In fact, renowned casino designer Barry Thalden is responsible for the rich color schemes and artistic themes found in the hotel's interiors and common areas. The entire hotel entry area, which encompasses a 50-foot-high ceiling and several large-scale sculptures, was master-themed by renowned designer Paul Rodriguez. A highly respected artist in Pasadena's annual Rose Parade, Rodriguez is known worldwide for his award-winning float creations. Particularly noteworthy pieces in the entry area include a winged sphinx with a woman's face, measuring approximately 12 feet by 20 feet by 26 feet, and a remarkable four-horse chariot with charioteer that spans 12 feet by 12 feet by 20 feet.

Manifest destiny aside, a hotel is the logical next step in Commerce Casino's quest to provide the ultimate gaming experience. It should come as no surprise that Commerce Casino is adding room service and a pool. After all, player satisfaction has been the bedrock of Commerce Casino's mission statement since 1983. Built upon the highest service standards, and close to two decades of expansion, innovation, and improvements, Commerce Casino's new hotel rises to meet the challenges of the new century, setting new standards in the industry and beating its own personal best with a full house, a royal flush, and a crown jewel, indeed.