PENN Entertainment is rolling out another major property in the Chicago area, with Hollywood Casino Aurora set to open its doors on June 24. The $360 million development represents a substantial upgrade from the original riverboat operation that’s been serving Aurora since 1993.

The new land-based venue sits across from Chicago Premium Outlets near Interstate-88, bringing a proper resort experience to the region. We’re talking 1,200 gaming positions, a full retail sportsbook, hotel accommodation, and a 12,000-square-foot event center.

There’s also an outdoor entertainment area, full-service spa, and approximately 1,700 parking spaces.

Following Joliet’s Success

PENN CEO Jay Snowden clearly sees this as building on momentum from Hollywood Casino Joliet, which opened last August to queues of punters waiting to get through the doors. That $185 million property pulled in $11.3 million in its first full month of September, a 48% jump from when it was operating as a riverboat the previous year.

The Aurora property follows a similar trajectory. The original Hollywood Casino Aurora was actually the Hollywood Casino Corporation’s first riverboat venture back in 1993, operating from two riverboats before evolving into a 70,000-square-foot moored structure. The current floating casino offers 53,000 square feet of gaming with over 1,000 slots, 26 table games, and one restaurant.

The new land-based venue changes the game entirely. Particularly on the entertainment and dining front.

Celebrity Chef Partnerships

PENN has brought in some serious culinary talent for Aurora. Celebrity chef Giada De Laurentiis is opening Sorella by Giada at the property, while the Boulevard Food & Drink Hall will house multiple dining concepts. These include Lucky Goat by chef Stephanie Izard, Five50 Pizza, Antique Taco, and Pretty Cool Ice Cream.

Rafael Verde, Senior Vice President of Regional Operations at PENN, positioned the dining options as a key differentiator. Combined with the hotel, event center, and spa facilities, the company is clearly targeting a broader entertainment market beyond traditional casino customers.

Refocusing After ESPN Bet

While PENN pushes forward with its land-based expansion, the company has notably stepped back from experimental ventures in the online space. Following the collapse of its ESPN Bet partnership, Snowden has made it clear the company won’t be touching prediction markets, despite other sportsbooks testing those waters.

His stance is straightforward. When regulators say something’s illegal gambling, PENN stays clear.

The company is instead channelling resources into regulated online gambling through theScore Bet in the US, which showed promising Q4 results last year with iGaming revenue up 40% and sports betting up 73%.

Snowden credited a streamlined cost structure and regionally focused marketing strategy, prioritising jurisdictions with both legalised iCasino and online sports betting.

More Midwest Investment

Aurora isn’t PENN’s only upcoming launch. The company is also opening a new hotel tower at Hollywood Casino Columbus in Ohio later this year, further strengthening its Midwest portfolio.

The regional strategy makes sense given the strong performance of the Joliet water-to-land transition. If Aurora follows a similar path, PENN will have two solid earners in the greater Chicago market, both targeting customers who want more than just gaming floors.

With the June 24 opening now confirmed, Aurora locals and Chicago-area punters have just over a month to wait before they can see whether PENN’s latest investment lives up to expectations.

What the team thinks

Baz Hartley says:

While Carl’s covered the infrastructure well, players should know that PENN’s Illinois properties have historically run competitive slot floor RTP percentages and their loyalty programme, mychoice, offers genuine value compared to some regional competitors. The real test will be whether the bonus offers at launch include reasonable playthrough requirements, because these major openings often front load promotional cash with 40x or higher wagering that makes them nearly impossible to clear. If they keep it at 20x or below with sensible game weightings, Aurora players are in for a treat.