Boomer’s Sportsbook has opened its ninth location at The Pass Casino on Water Street in Henderson, Nevada, marking another step in the brand’s expansion.
The launch was marked by a ribbon-cutting ceremony attended by Henderson Mayor Michelle Romero and Chamber of Commerce President and CEO Scott Muelrath, alongside representatives from Boomer’s Sportsbook and The Pass Casino.
Boomer’s CEO and Founder, Joe Asher, thanked the teams involved in delivering the new sportsbook and said additional openings are planned in the coming months.
Two weeks ago, Asher also said locations in North Las Vegas, Sparks and Fallon are expected to open soon, with the company targeting at least 18 sportsbooks by the start of the football season.
For nearly three decades, Asher has played a central role in the nationwide expansion of legalized sports betting. He launched Boomer’s Sportsbook in Nevada as an independent operator, having previously led William Hill US and worked at IGT.
Boomer’s strategy focuses on building a statewide network of smaller casino partners while offering customers an alternative to dominant operators such as BetMGM, Caesars Sportsbook, Boyd Gaming and Circa Sports.
Nevada’s sports betting market slowed in February 2026, with both wagering activity and operator revenue declining year on year. A weak Super Bowl performance, including the lowest betting handle since 2016, was a key factor behind the drop in activity.
The impact was pronounced on revenue, with sportsbook earnings falling 14.4% year-on-year to $35.4m, while total handle fell below $600m.
Nevada gaming regulators recently issued enhanced AML requirements following ‘eventful and difficult year’
