Dayton Casino getting a rural facelift

The Daytona Casino in Dayton will get a major facelift in September as the new owners seek to change the look, feel and attitude of the property to something that fits in more with the community.

The casino will be renamed Pioneer Crossing Dayton. Mike Benjamin, Richard Wenschlag and Mike Melarkey will take over ownership on Sept. 1. They also own Pioneer Crossing Fernley.

"We think it will really fit the rural lifestyle of Dayton," said Benjamin. "We want to create a place where people can come and meet. In these tough economic times, you need a place where you feel comfortable to go for a drink, to meet friends, whatever the case may be."

The plans call for a 60-day fast-track project to change from the current NASCAR theme to one that embodies the American pioneers who came through this area more than a century ago.

The inside will feature rough-sawed wood and old tin, historic photos and artwork, and a giant wagon wheel hanging from the ceiling. The goal, Benjamin said, is to make it rustic without being cowboy or tacky.

The food service area will get a major makeover as well. The biggest addition will be the Branding Iron Steakhouse, which features an enclosed dining room with a rock fireplace and intimate atmosphere. It will be open for dinner in the evenings, and available for meetings and special events at other times.

The cafe also will be redone, and the kitchen area enclosed and employee traffic rerouted.

Benjamin said one if his current tasks is finding just the right antique door for the steakhouse.

"It's an artistic thing. I want people to have a great feeling when they walk through that door, not just some door you can buy out of a store," Benjamin said.

This attention to detail and focus on customer service is a key part of the new owners' plans for success.

"We went out and talked to the players and asked them what they want, what do they want to see here that we don't have," Benjamin said. "We've listened to them, and they have really helped us determine how we are going to redesign this place."

And in the end, Benjamin said that all the decor changes don't mean as much as how the customers are treated.

"You can find any of these machines anywhere, and you can find a building anywhere," Benjamin said. "The only difference is the people. It's how you handle the people, how they feel being here, that's what counts."

The outside of the building will also get a new color scheme and signage, including a large video screen above the main entrance.

Miles Construction is tasked with completing all of the construction while the casino stays open, doing a lot of the inside work at night.

Benjamin is familiar with the Dayton area, having worked with Dayton Valley Country Club to design their original logo and marketing materials when the development first opened in the mid-1980s. And Dayton's small-town character is something that fits the owners well.

"We all come from small towns, and we think we are Dayton," Benjamin said. "We know how small towns operate, we love small towns. That is part of our model, to go into small towns and be part of the community."

They said that being involved in the community is very important to them, and they will be supporting a lot of local groups and causes. Wenschlag, who also serves as general manager of Pioneer Crossing Fernley, said he is working to start a Rotary Club in Dayton.

"You get back tenfold what you put into the community," Benjamin said. "We donated the main flagpole at the veterans cemetery in Fernley, and I watched 75-year-old men with tears in their eyes. For us, I don't think we realized the impact, but dammit, it's our responsibility. We live this. It's not part of a marketing plan. It's part of who we are.

"We aren't some big corporation, just three guys who are great friends, and we are just having fun."