Wisconsin: Potawatomi Casino Hotel opens state-of-the-art permanent sportsbook

Potawatomi Casino Hotel in Milwaukee has opened its highly anticipated permanent sportsbook. The grand opening ceremony took place on Friday and showcased the new space's array of features, including a sprawling 2,000-square-foot LED video wall capable of broadcasting over 30 games simultaneously.

Boasting a professional broadcast booth with advanced audio and video capabilities, the amenity provides more than 200 seats and a more than 400-person total capacity between its two floors.

Described as the largest retail sports betting venue in the Midwest, the sportsbook represents a significant investment in enhancing the casino's offerings. The opening ceremony hosted by the Forest County Potawatomi ushered in a new era of sports betting in Milwaukee, according to casino officials.

"When I first set the vision and sat down with the leadership of the Forest County Potawatomi and told them we were going to build one of the best retail, state-of-the-art sportsbooks in the country, there was a lot of jaw-dropping,'" said CEO and general manager Dominic Ortiz, as reported by Milwaukee Business Journal.

"I said, 'We're trusting each other. We'll be a team and together, we can deliver one of the greatest sportsbooks in the country for the city of Milwaukee and the state of Wisconsin.'"

The new sportsbook covers 6,500 square feet and includes a bar and restaurant. Its construction, along with the development of new poker and high-limit rooms, is part of a $190 million renovation project initiative at the casino.

Since March 2023, the casino had operated a temporary sportsbook before announcing plans for the permanent venue. The new permanent space replaces the former Northern Lights Theater and Fire Pit Sports Bar & Grill.

Looking ahead, Potawatomi also revealed plans to construct an outdoor concert stage with up to 2,800 seats, further enhancing its entertainment offerings. The tribe considers it a test run for what could eventually lead to a permanent venue.

Reflecting on the occasion, Forest County Potawatomi Chairman James Crawford told Spectrum News that continuing to grow the hotel and casino while honoring their heritage is "a point of pride" for the community.

“We have a spiritual connection here, (to the land where the casino sits) so we really value being here and being a part of the overall community but mainly just letting people know that this is where our homeland is as Potawatomi,” said Crawford. 

The newly unveiled sportsbook will operate around the clock. Sports betting remains legal only within select casinos across Wisconsin.

The amenity comes as Potawatomi, like other casinos in Wisconsin, faces increased competition. New casinos in Illinois, as well as new gaming facilities on the horizon in Kenosha and Beloit, could cut into market share.