Southland Park Gaming & Racing upgrades to the tune of $11 million

by Rudi Schiffer

New Player Rewards Center

WEST MEMPHIS - When the Mississippi River flood of a year ago devastated the gaming industry and temporarily shut down the casinos in Tunica, it created an opportunity for Southland Park Gaming & Racing, which had escaped the water and benefited from being the only gaming facility in the Mid-South available for ever-eager gamblers.
Once the doors closed in Tunica, the doors to Southland opened wider and the Southland management team and employees made the moves necessary to handle the influx of new customers. Southland has been busy ever since.
“While our business was doing very well before the flood, that flood brought new gamers to our doors who had never experienced Southland before,” said Troy Keeping, president and general manager. “It also put a focus on areas that would need upgrading to accommodate the new business and keep our customers happy. We immediately began 24-hour operations.”
Parent company Delaware North agreed with Keeping's assessment and appropriated $11 million for  expanding and further renovating the facility. The work is just about finished and final touches on a new lounge and gaming floor expansion are projected to come to a conclusion in July. The project is the latest in a series of more than $50 million in improvements to the 55-year-old racing venue, making it a leading player in the Southern gaming industry.
“Our customer service, amenities and working conditions go hand-in-hand in providing great service,” said Keeping. “The expansion will provide our staff with much-needed additional kitchen and serving space to keep our service level high.”
The project ensures that guests can make the most of their visits and be comfortable at the same time as they take in 200 additional new gaming machines, a new circular bar and lounge, a permanent stage for promotions and entertainment, a new and improved players rewards club area and an expansion for the World Market Buffet.
William Bissett, president of Delaware North Companies Gaming and Entertainment, said, “Southland has proved a great success story and the support from the region and state has been tremendous on the local and state economy.”
The success of the facility has allowed for the addition of 60 new jobs, bringing Southland's current workforce to more than 600 people.
This represents about $2 million in additional payroll and benefits, upping the total for Southland to $17 million. Its tax contributions to West Memphis, Crittenden County and Arkansas have risen by more than $3.4 million to just over $19.5 million annually.
“Southland is a pivotal fixture in the West Memphis community and will continue its role of supporting the area with jobs, business stability, and economic and charitable contributions,” Keeping said.