Slot revenue rose 3% in Rockford in 2024 to the second-highest total on record

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By Kevin Haas
Rock River Current
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ROCKFORD — Revenue that bars, restaurants and slot parlors earned from video gaming in the city grew 3% last year, rising to the second-highest level in the 13 years that the gambling machines have been allowed in the state.

Net revenue from video gaming was $41.2 million in Rockford last year, up from $40 million in 2023, according to data from the Illinois Gaming Board. That’s the second highest total after $47.4 million in 2021. Those figures don’t include casino gambling.

That increase comes despite the Aug. 29 debut of Hard Rock Casino Rockford, which reaped in $97.6 million in 2024.

However, as pub and slot parlor owner Jay Gesner points out, the citywide slot revenue growth lagged the statewide increase. That, he said, could in part be due to Hard Rock’s opening. Statewide, video gaming revenue was up 4% in 2024 from $2.88 billion to $3 billion.

Hard Rock opened its temporary casino in November 2021, the year video gaming revenue was at its peak in the city.

“People celebrate big occasions going to a casino now, rather than going to a parlor,” said Gesner, who owns Stumpy’s Pub, Souse’s Lounge and two Miss Jill’s gaming parlors. “The casual gamblers, we still get them at the bars and the parlors.”

State Gaming Board numbers show slot revenue parlor didn’t dip year-over-year in the months after Hard Rock opened its full casino at 7801 E. State St. In Rockford, slot parlor revenue was $13.4 million from September through the end of 2024. It was $13.1 million during the same time period in 2023.

In Loves Park, however, there was a dip in the months after the casino’s entry. Loves Park venues took in $9.17 million during those four months in 2024 compared to $9.28 million in 2023. Overall, video gaming revenue was up 2% for the year in Loves Park to $28.1 million. It was also up slightly in Machesney Park and in unincorporated areas of Winnebago County.

“It’s hard to say if the casino is having much impact on it,” said Pete Gwizdala, president of the Illinois Licensed Beverage Association and owner of Crazy Times Pub & Grub in Machesney Park. “I don’t know that Hard Rock had a big effect on the gambling side. I think what Hard Rock has a bigger effect on is the nighttime entertainment. You’re seeing more people go out there to listen to the local bands — hey, they’re playing at the Hard Rock, let’s go see them.”

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Gesner said pubs and slot parlors have some advantages over the casino for clientele who prefer a smaller, quieter venue.

“People have their neighborhood parlor where they hang out. It’s more of a social thing for them,” Gesner said. “They also like that you don’t have to get out in the cold and walk through a parking lot to get to their place.”

Gwizdala said the beverage industry faces other economic challenges with higher minimum wages, increasing rents and other rising costs.

“Overall, I think the economy has softened quite a bit in the fourth quarter,” he said. “I don’t think people have the expendable income they had before.”

In Loves Park and Machesney Park, some of the increase in video gaming revenue came with the addition of more venues. That means the revenue is split between more establishments, Gwizdala said. There were eight new venues in those communities while Rockford maintained its 96 establishments with gaming, according to state data.

“I truly believe you’re going to see more and more of the slot parlors either have to reinvent themselves and add other revenue streams or they’re just going to go out of business,” Gwizdala said.

He said competition from the casino, particularly over the ability to hire workers and bring people in for late-night entertainment, is an added challenge. Another challenge awaits for communities in northern Winnebago County when the Ho-Chunk casino in Beloit opens in 2026.

“It’s a different animal right now. We’ve got a lot of growing pains coming up,” Gwizdala said. “I think when the Beloit casino opens up, it’s just going to increase that.”

This article is by Kevin Haas. Email him at khaas@rockrivercurrent.com or follow him on X at @KevinMHaas or Instagram @thekevinhaas and Threads @thekevinhaas