Zia Park Casino, Hotel & Racetrack

What Zia Park Casino, Hotel & Racetrack does

Zia Park Casino, Hotel & Racetrack is an integrated gaming, hospitality, and horse racing property located at 3901 W Millen Drive in Hobbs, New Mexico, within the Permian Basin oil region. The property is owned and operated by PENN Entertainment, Inc. (NASDAQ: PENN) and serves as the only major casino in its immediate market, positioning itself as "The Only Game in Town" for regional residents and travelers. The integrated resort combines a casino floor of more than 750 slot machines, electronic table games, video poker terminals, and a high-limit room; a 154-room hotel with six suites; four dining venues (Centennial Steakhouse, Drylands at Zia Park, 575 Lounge, and The Turf Club Restaurant); live quarter horse and thoroughbred racing on a 49-day seasonal meet with year-round simulcast wagering; and an entertainment venue hosting concerts and events.

The underlying technology stack is standard for a regional casino property: commercial slot machines and electronic gaming terminals from third-party manufacturers, a branded PENN Play mobile app for loyalty account management and promotional redemption, and commercial integration platforms (SevenRooms for restaurant reservations, Ticketmaster for ticketing, Equibase for racing data). The property does not operate proprietary gaming or AI technology; its competitive differentiation stems from physical infrastructure, location, and brand association with the PENN Entertainment portfolio rather than technology depth.

Revenue is generated across six streams: gaming (slots and electronic games, the primary driver), hotel accommodations, food and beverage, horse racing (live and simulcast), entertainment ticketing, and loyalty-driven gaming engagement. Distribution is primarily physical-property-based, supplemented by direct online hotel booking via book.rguest.com, restaurant reservations, online takeout ordering, and Ticketmaster for entertainment. Customer acquisition and retention rely on the PENN Play loyalty program (tiers: Play, Advantage, Preferred, Owners Club, Elite), tier points, PENN Cash rewards, targeted email marketing, the PENN Play mobile app, the PENN Heroes military/first responder program, and the free PENN Play Social Casino. Pricing includes a $12.99 nightly amenity fee, tiered discounts (AAA/AARP/Government/PENN Heroes up to 30%), Turf Club season passes ($450 table / $600 box), and electronic table game minimums starting at $99. The property employs 501-1,000 staff and is not separately financially disclosed by PENN Entertainment.

Name

Zia Park Casino, Hotel & Racetrack

Legal name

PENN Entertainment, Inc.

Website

https://ziaparkcasino.com

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Casino and Hospitality

NAICS

Casino Hotels (72112)

SIC

Services-Racing, Including Track Operation (7948), Hotels & Motels (7011)

akta.pro primary industry

Integrated Casino Resorts (Casino + Hotel/Entertainment) (MPAEAAAA)

akta.pro secondary industries

Integrated Casino Resorts (THAGAJAA), Destination/Regional Casinos (Drive-to Markets) (MPAEAAAC)

Keywords

• Casino gaming
• Horse racing
• Hotel accommodations
• Hospitality services
• Live entertainment

Headquarters

HQ city

Hobbs

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Gaming (Slots and Electronic Games): Revenue from 750+ slot machines, electronic table games, video poker terminals, and high-limit room gaming. Gaming is the primary revenue driver.
2. Hotel Accommodations: Revenue from 154 hotel rooms and 6 suites with varying price points. Includes resort fees and cancellation policies.
3. Food and Beverage: Revenue from four restaurants: Centennial Steakhouse (premium steakhouse), Drylands at Zia Park (casual pizza and brewery), 575 Lounge (bourbon bar), and Turf Club Restaurant (racing season casual dining).
4. Horse Racing: Revenue from live horse racing including quarter horse and thoroughbred racing, simulcast wagering, Turf Club seating, and season passes.
5. Entertainment: Revenue from live concerts, shows, and events. Ticket sales through Ticketmaster platform.
6. PENN Play Rewards Program: Loyalty program that drives gaming engagement through tier points and PENN Cash rewards, increasing customer lifetime value and visit frequency.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Zia Park Casino, Hotel & Racetrack is an integrated gaming, hospitality, and horse racing destination in Hobbs, New Mexico. It operates 750+ slot machines, electronic table games, video poker, and a high-limit room; a 154-room hotel with 6 suites; four dining venues (Centennial Steakhouse, Drylands at Zia Park, 575 Lounge, and The Turf Club Restaurant); and live and simulcast quarter horse and thoroughbred racing. The property is owned and operated by PENN Entertainment, Inc. and is supported by the PENN Play loyalty program and mobile app.

Product overview

Zia Park Casino, Hotel & Racetrack is an integrated resort property operated by PENN Entertainment, featuring a casino with over 750 slot machines and electronic table games, a 154-room hotel with 6 luxury suites, four dining venues (Centennial Steakhouse, Drylands at Zia Park, 575 Lounge, and The Turf Club Restaurant), live and simulcast horse racing, event spaces for up to 180 guests, and entertainment programming. The property's offerings are tied together through the PENN Play loyalty program and mobile app, which enables Real Time Rewards, PENN Cash earning and redemption, and exclusive mobile-only promotions. Guests can also access PENN Marketplace for shopping redemption and the PENN Heroes program for military and first responder discounts.

Differentiator

Problem solved

Functional benefit

Brands

• Centennial Steakhouse: Premium steakhouse restaurant featuring USDA beef, seafood, and elegant dining with a 34-foot copper and granite bar and private dining room for up to 12 guests.
• Drylands at Zia Park
• 575 Lounge
• The Turf Club Restaurant

Products and services

• Zia Park Casino The casino floor features over 750 slot machines, electronic table games, and video poker terminals with denominations ranging from penny slots to $100 machines, including a high-limit room for premium players. Open Sunday 9AM-1AM, Monday-Thursday 10AM-1AM, and Friday-Saturday 9AM-3AM.
• Zia Park Hotel A 154-room hotel with 6 suites offering Deluxe King, Deluxe Queen, Extended King, Extended Queen, and ADA-accessible rooms with amenities including 42-inch LED TVs, complimentary high-speed Wi-Fi, 24-hour fitness center, and in-room safes.
• Centennial Steakhouse Premium steakhouse dining experience featuring USDA quality beef including center cut filet mignon, ribeye, and porterhouse steaks, along with an elegant dining room, 34-foot copper and granite bar, and 12-person private dining room.
• Drylands at Zia Park Casual dining venue featuring brick oven pizzas, locally brewed beers, and sports viewing on multiple LCD screens showing NFL, MLB, College Football and Basketball games.
• 575 Lounge Premier bourbon destination lounge offering a curated selection of exquisite bourbons and craft cocktails in a refined atmosphere, open Friday and Saturday evenings.
• The Turf Club Restaurant Casual dining restaurant offering appetizers, sandwiches, salads, and burgers with views of the racetrack, open during live racing season.
• Zia Park Racetrack Live and simulcast quarter horse and thoroughbred racing facility offering live racing seasonally, with Turf Club seating and starting gate bar for year-round simulcast wagering.
• PENN Play Rewards Program Free players club loyalty program offering Real Time Rewards, PENN Cash, tier points, exclusive promotions, and the ability to earn bonus PENN Cash through the mobile app. Tier levels include Play, Advantage, Preferred, Owners Club, and Elite.
• PENN Play App Mobile application enabling Real Time Rewards, bonus redemption, promotion activation, win/loss statement access, and mobile-only offers for PENN Play members.
• PENN Marketplace Online shopping platform where PENN Cash members can redeem rewards for millions of products across everyday lifestyle items, with $1 PENN Cash equal to $1 shopping value.
• Event Space and Meeting Rooms Event facilities accommodating 10 to 180 guests including the Annex (180 guests, $2,000), Turf Club (140 guests, $1,000), Mezzanine (75 guests, $750), and Centennial Steakhouse Private Dining Room for weddings, banquets, meetings, and celebrations.
• PENN Heroes Program Loyalty program for active-duty military, veterans, and first responders offering exclusive hotel discounts up to 30%, dining and shopping discounts, and monthly promotions.
• Zia Park Entertainment Live entertainment venue featuring concerts, DJs, karaoke, trivia nights, and special events. Tickets sold through Ticketmaster. Featured performers include Jesse McCartney and Skillet.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core, major and minor.

• PENN EntertainmentcoreStrategic or Co-development PartnerParent company and operator of Zia Park Casino, Hotel & Racetrack. PENN Entertainment owns and manages the property as part of their portfolio of casino, racing, and gaming properties across the United States.
• TicketmastermajorGTM or Marketing PartnerOfficial ticketing partner for entertainment events at Zia Park. Customers can use PENN Cash rewards to purchase tickets to concerts and shows through Ticketmaster.
• PENN MarketplaceminorGTM or Marketing PartnerOnline marketplace where PENN Play members can redeem PENN Cash for millions of products across various lifestyle categories.
• PENN Play AppcoreTechnology or IntegrationMobile loyalty application enabling real-time rewards, bonus redemptions, promotion activation, and account management for Zia Park guests.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Downs at Albuquerque: New Mexico commercial racino combining live horse racing with slot and electronic gaming. Highly comparable to Zia Park as another NM racino under a similar drive-to regional model with overlapping regulatory environment.
• Sunland Park Racetrack & Casino: New Mexico racino in Sunland Park offering live and simulcast horse racing alongside slot gaming. Comparable as a regional NM racino competing for similar southern New Mexico / West Texas drive-to customers.
• Ruidoso Downs Racetrack & Casino: New Mexico racino featuring quarter horse and thoroughbred racing with casino gaming. Comparable as a NM regional racino with similar live racing seasonality and simulcast wagering offering.
• Hollywood Casino Charles Town: PENN Entertainment regional property in West Virginia with slots, table games, hotel, F&B, and live/simulcast horse racing. Highly comparable as a PENN sister racino with overlapping operational playbook and PENN Play integration.
• L'Auberge Casino Resort Lake Charles: PENN Entertainment integrated casino resort in Louisiana with slots, table games, hotel, multiple restaurants, and entertainment. Comparable as a PENN sister property with similar integrated resort operating model under the same PENN Play loyalty program.
• Ameristar Council Bluffs: PENN Entertainment regional casino property in Iowa with gaming, hotel, F&B, and entertainment. Comparable as a PENN sister regional property operating the same loyalty stack and corporate operating standards.
• Cactus Petes Resort Casino: PENN Entertainment destination casino resort in Jackpot, Nevada near the Idaho border with gaming, hotel, and dining. Comparable as a PENN-operated drive-to regional casino/hotel with similar demographic profile.
• M Resort Spa Casino: PENN Entertainment locals-oriented casino resort in Henderson, Nevada with gaming, hotel, spa, and multiple restaurants. Comparable as a PENN sister property integrating gaming, lodging, and F&B under PENN Play.

Regional players

• Inn of the Mountain Gods Resort & Casino: Tribal casino resort operated by the Mescalero Apache Tribe in Ruidoso, NM, offering gaming, hotel, golf, and skiing. Comparable as a New Mexico gaming competitor for regional drive-to and destination customers, though operating under tribal rather than commercial regulation.
• Buffalo Thunder Resort & Casino: Tribal casino resort near Santa Fe, NM operated by the Pojoaque Pueblo, featuring gaming, hotel, golf, and entertainment. Comparable as a New Mexico regional gaming competitor drawing from overlapping northern NM drive-to markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/zia-park-casino
• Xx.com/ziaparkcasino
• Facebookfacebook.com/ziaparkcasino

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Zia Park Casino, Hotel & Racetrack