Valley View is one of several Southern California casinos expanding and renovating. “There’s really a shift in perception now of California casinos that they are really not much different than Las Vegas,” he said, adding that casinos are shifting their efforts toward trying to get traffic that would otherwise cross into Nevada. But now that competitive territory stretches to 300 miles, noting that Valley View is a “full-fledged, fully operational casino that can compete with Las Vegas.” Howard said that in its early days the casino considered other properties within a 50-mile radius as competitors. That doesn’t mean Valley View isn’t trying to broaden its customer base and competitive range.

“We didn’t add a second hotel tower because most of our traffic is within 40 miles of the casino,” he said. “I know obviously $50 million is an enormous amount of money, but really in the scale of expanding casinos, many casinos even locally have $200 million, $300 million (expansions), but we didn’t think we needed any more than really what guests asked for,” Bruce Howard, general manager for Valley View, said in an interview at the property. The additional casino space occupies what was the casino’s valet parking area, which has since been relocated. The expansion added 43,000 square feet to 100,000 square feet of existing casino and restaurant space, including two additional restaurants, a players club, a promotions area for gifts and slot tournaments, six additional restrooms and two new guest entrances. As Southern California casinos double down on major expansions, Valley View Casino & Hotel planned its recently revealed renovations around its current clientele.Īfter nearly a year and a half’s worth of construction, which wrapped on June 28, the Valley Center complex revealed its $50 million expansion and sleek new look on July 3.

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