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Isle of Capri Plans Tropical Paradise for Illinois

BETTENDORF, Iowa – As reported by the Chicago Tribune: "If the casinos can build pyramids and Venetian canals in the Nevada desert, it seems reasonable that Isle of Capri can tout a 'tropical paradise' here in the Corn Belt.

"…The Caribbean vibe--known here as 'Isle Style'--will be key to Isle of Capri's success after landing a license in Rosemont last week, according to the firm's marketing gurus.

"…'We work very, very, very hard to transport you to that tropical environment, to create that escape,' said Nancy Donovan, the casino's vice president and general manager.

"In the three-story casino, opened on an old riverboat in 1995, a pink seashell marks the Coral Reef bar, where gamblers watch sports while playing 25-cent video blackjack. Designers have added a simulated aquarium, neon waves and other flourishes.

"…The casino is relentless in selling itself as an escape.

"Ricardo Montalban (remember "Fantasy Island?") hawks the Isle of Capri's properties on the in-room hotel channel. Give the man credit for making Missouri sound as exotic as Monte Carlo.

"…The Rosemont casino will be larger than the one in Bettendorf and will not need to add restaurants and bars in piecemeal fashion as in Iowa. Isle of Capri bought a riverboat casino called Lady Luck and has been working ever since to shoehorn in its distinctive tropical trademarks.

"Company executives say the Rosemont casino likely will include a grander entrance, waterfalls and exterior foliage that better replicate the Caribbean ambience.

"Beyond the consistent tropical features, casino officials try to tout the local maritime history of each site, be it the Missouri River in Kansas City or the Gulf of Mexico in Biloxi, Mississippi.

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