A Bay Area Super Bowl could be a "Big Game" boon for Reno sportsbooks by jason logan
The San Francisco 49ers had just completed a 38-16 blowout of the Miami Dolphins in Super Bowl XIX, shutting out their AFC counterpart in the second half to secure their second of five eventual Super Bowls and easily cover the 3.5-point spread in front of a very friendly crowd in Palo Alto, California.
The game was the closest a Super Bowl had been played from Nevada borders and drummed up extra betting action for Terry Cox and the Peppermill sportsbook in Reno, Nevada, which was a little over a four-hour drive from Stanford Stadium.
“I do remember that Super Bowl in Palo Alto,” Cox, the director of race and sports at the Peppermill, recalls. “A lot of people stopped here on their way to California. At the time, we were one of the few places in the state where you could place a sports bet.”
“We got a lot of extra business for that one, not just because of the proximity of the game, but because San Francisco was playing in it,” Cox tells Covers. “But I do remember there were a lot of junkets coming from all over the country, and they were stopping in before heading through.”
Cox and many other Reno sportsbooks are hoping to see a similar uptick in business with Super Bowl 50 in Santa Clara, California supplanting Super Bowl XIX as the closest Super Bowl to ever take place from Nevada borders, beating out Super Bowl XIX by about eight miles and edging Super Bowls XLII and XLIX in Glendale, Arizona by 16 miles – give or take.
It’s nothing for Reno bookmakers to deal inflated odds on Bay Area teams like the San Francisco 49ers, Oakland Raiders, San Francisco Giants, and most recently the Golden State Warriors. Fans from San Francisco, Oakland and their surrounding areas take over the sportsbooks each Sunday during the NFL season, betting on – or even against (in the case of the 49ers this season) – their favorite teams.
According to the Reno-Sparks Convention and Visitors Authority, California tourists account for almost 50 percent of total visitors to Reno and 19 percent of those tourists come from the Bay Area. And 15 percent of all visitors to Reno are there for the purposes of gaming – be it casino gambling or betting on sports.
Reno, which falls under the Washoe Country area in terms of Nevada State Gaming Control Board's breakdown, took in more than $12 million in football bets (NFL and college) in November 2015, with sportsbooks winning $1.186 million. Last February, those sportsbooks recorded a football handle of just over $4.5 million, however, those numbers are slightly skewed since Super Bowl XLIX was played on February 1 and doesn’t account for the two-week ramp-up of Super Bowl betting or the payout of outstanding NFL bets throughout the remainder of the month.
“It makes sense,” Michael Lawton, senior research analyst for the Nevada State Gaming Control Board, says of the boost in betting action due to the location of Super Bowl 50. “Anecdotally, I’ve heard that even Vegas will be benefiting from people flying out west. People might stop there to make bets. We might see a spike in Washoe Country if this holds true.”
Not all Reno bookmakers are bracing for additional action – beyond the normal Super Bowl crowds. Steve Mikkelson, sportsbook director at the Atlantis Casino Resort Spa isn’t sold on the possibility of extra traffic and actually sees the “Big Game” as a bit of a threat to his business, drawing some of his usual high-rolling casino crowd to the Super Bowl itself, rather than spending that weekend in Reno.
“I wish we got that but I don’t see many people flying in to Reno and then going on to San Francisco,” Mikkelson tells Covers. “We don’t have that big of an airport here, nowhere near as big as San Francisco or even Las Vegas, and people would just fly straight from Las Vegas to San Francisco, not stopping here. But I hope they do.”
Reno may not be the only market outside of Las Vegas that gets a bump in sportsbook traffic due to Super Bowl 50’s location. Other Northern Nevada spots like Lake Tahoe and Carson City could also benefit from Super Bowl-bound travelers or California sports bettors jumping the border to make their NFL wagers.
William Hill sportsbooks operate a good number of shops in Northern Nevada, including the Hard Rock Hotel and Casino, MontBlu Resort Casino and Spa, and the Carson Nugget Casino. They see similar action on those Bay Area teams and don’t dismiss the Super Bowl location having an impact on their handle.
“People get out there (Santa Clara) a week early and maybe take a drive over to Reno to bet the game,” Nick Bogdanovich, U.S director of trading for William Hill, tells Covers. “It will be busy for sure, and we’re hoping to grab some of that extra money.”
Another place in Nevada that could get a boost from Super Bowl bettors – but not due to the game’s proximity – is Wendover, which sits on the border of Utah. According to Cox, who overseas three sportsbooks in that area, they always draw good action on the Denver Broncos at those books. And with the Broncos taking on the Carolina Panthers on February 7, Cox is confident Broncos bettors will come out in droves to support – and wager on – their team.
“Those books are only about 90 minutes from Salt Lake City,” he says. “That would be a great place for Denver people to go if they can’t get to the Super Bowl itself. There’s a pretty big Denver contingent out there and they might be on their way to the game already. Hopefully they bet first.”