JefeBet, the premier gambling and multimedia company for bilingual and Spanish-speaking Americans, operated by Fifth Street Gaming (FSG), announced the renovation and rebrand of the Lucky Club Casino and Hotel in North Las Vegas. The brand officially broke ground in at what will now be known as the Ojos Locos Sports Cantina y Casino at Hotel Jefe. Distinguished guests such as FSG’s CEO Seth Schorr, as well as North Las Vegas Councilwoman Pamela Goynes-Brown and representatives from the Las Vegas Latino Chamber of Commerce and dining partner Ojos Locos were in attendance.

FSG is a full-service hospitality and casino management company that has catered to the Latino market for more than 15 years.

“It’s estimated that 28 percent of the state of Nevada and 18.7 percent of the United States identify as Latino. This one-of-a-kind property will be the first time a company has opened a space for this massive, yet underserved population. The other unique feature of this property is that the sportsbook, sports bar and restaurant will all be in one layout and won’t be separate entities,” Seth Schorr, CEO of Fifth Street Gaming, said.

Visitors to this renovated property can expect food, beverages, entertainment, betting and gaming for the Latino and Hispanic communities. The makeover will also include room renovations, an interior upgrade for the casino — adding more than 200 new gaming machines — an addition of a nightclub, and a sports bar with food provided by Ojos Locos. The casino will be powered by JefeBet, managing all rewards benefits and casino materials.

“Bringing our services to this new property and combining forces with JefeBet is an extension of what we formed our business foundation on. The concept of Ojos Locos was built around catering to the Latino community by bringing a comfortable, laid-back sports cantina where you can sit back and relax, watch your favorite team play, party with friends, dine with family and enjoy outgoing and friendly service by one of our chicas coquetas y bonitas. We can’t wait to get to work,” Rich Hicks, CEO of Ojos Locos, said.

“With 44 percent of our city’s population identifying as Latino, we’re thrilled to see an already established business providing entertainment created with such a large portion of our residents in mind. We anticipate the JefeBet Casino and Hotel to be a wonderful addition to our community,” John Jay Lee, Mayor of North Las Vegas, said.