The rebranding coincides with the reopening of the casino pavilion, which underwent a $65 million renovation after a fire in March 2009.
"Just like the anticipation surrounding a big Hollywood premiere, you can really feel the excitement among our guests and employees," said Jon Johnson, Empress vice president and general manager.
The pavilion — which is separate from the casino floor — is filled with restaurants, a buffet and a gift shop. Among the new eateries in the pavilion is the Final Cut Steakhouse, which will have a piano bar and house Hollywood memorabilia such as a cashmere sweater worn by Marilyn Monroe, suits worn in the movie "The Blues Brothers" and an evening gown worn by Elizabeth Taylor.
"It's sort of like eating in a Hollywood museum," said Christ Nogulich, Empress food and beverage director.
The Empress, which is owned by Penn National Gaming, will have a look similar to other Penn casino properties sharing the Hollywood Casino name, including one in Aurora.
In 2009, the Empress was in the midst of renovating its pavilion when a fire broke out in the kitchen and quickly spread. The fire closed the casino for three months and destroyed the pavilion.
Casino officials said they saw it as an opportunity to revamp their facilities. They also sought to boost attendance, which had seen an approximately 20 percent drop when Illinois banned smoking and about another 10 percent drop as a result of the economy, Johnson said.
Riverboat gaming revenues in Joliet, from both the Empress and Harrah's casino in the city's downtown, have dropped to their lowest levels, city documents show.
In the last three years, Joliet has seen about a 40 percent drop in gaming revenue, which at one time brought $35 million into the city's coffers, according to city documents. In 2010, revenues are projected by city officials to be less than in 2009, when the fire briefly closed the Empress. Joliet's take is estimated to dip another $6 million next year, city memos show.
At one time, the city was flush with gaming revenue and used it to support about 15 to 20 nonprofits in the area. The money also was used to build a $27 million baseball stadium, Silver Cross Field, and a $10 million water park. But the money has dried up, and city officials have been forced to use reserves to plug the hole in their $185 million 2011 budget.
"Now the money is just not there," Councilman Warren Dorris said.
Joliet's two casinos are not alone: a report last month indicated that gaming revenue statewide was the lowest in 10 years.
Johnson said the face-lift is the not the silver bullet that will restore attendance and revenues to their peak levels.
"This is not really going to grow the market at this time," Johnson said. "But it's going to let us regain the customers we lost when we lost the pavilion."
Some Empress casino customers have gotten sneak peeks because the path from the parking garage to the casino floor cuts through a construction site. When completed, the 50,000-square-foot pavilion will house the steakhouse and the Epic Buffet, which will seat 200 people and have a selection of food that includes a noodle bar, pizza and desserts.
The Hollywood Stadium sports bar, which will open in February 2011, will seat 115 people and feature a massive 20-foot-by-80-foot TV wall that can show a sporting event on one big screen or nine different games. Then there will be a Rodeo Drive gift shop to complete the Hollywood experience.
The casino has also hired almost 160 new employees since the fire, when about 100 employees were let go.
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