Gila River Resorts & Casinos – Santan Mountain recently put on some unique events that moved the needle for the gaming floor, as well as Food & Beverage. The property teamed up with The Power Card Show to host multiple trading card shows in their under-utilized ballroom space.
It all started when Matt Smith, Marketing Manager, attended a local trading card show that he found on Instagram (@ThePowerCardShow). “I looked around at all of the vendors and hobbyists and thought to myself ‘Wow! This would be really cool to have at my casino!’ Everyone was betting on cards so the audience is very similar!” He quickly reached out to the organizer, Vinny Aceto, and tried to convince him to have a show at Gila River Resorts & Casinos – Santan Mountain. The Power Card Show has a reputation in the Phoenix Metro area as the leader in family- friendly trading card shows where enthusiasts can buy, sell, trade memorabilia, sports cards, Pokémon, Yu-Gi-Oh, and more.
The Power Card Show attempted to host trading card shows at casinos in the past, but was always met with a hefty price tag that made it financially impossible. Smith went to the general manager of the property and was able to work out a deal that would allow Vinny Aceto to use their empty ballroom space for free in exchange for the foot traffic that the shows would bring to the food outlets and gaming floor. It wasn’t that easy – within tribal gaming there is always regulation, permits, insurance, and other items that need to be addressed. Smith reached out to different departments about what was needed to make the event happen and was met with a few road blocks. Each vendor at the show was required to apply for, and receive, a special event permit, which was $50. The Power Card Show was required to sign a contract with Gila River Resorts & Casinos and obtain a certificate of insurance in the amount of $2 million.
The Power Card Shows are known for providing a safe place where card aficionados can bring their kids and build memories, but having an event at a casino posed some concerns about age restrictions. The property security team was able to safely allow children to attend the shows as long as they stayed with an adult in the green (non-gaming) zones.
The most recent shows were on July 12 and 13 and had the biggest turnout yet. Thousands of sports fanatics and card connoisseurs flocked to the ballroom at Gila River Resorts & Casinos – Santan Mountain, all in the hopes of scoring some great deals. Tables lined the venue from wall to wall, providing plenty of opportunities to score the next big card. Guests discovered rare sports cards, browsed through large collections, and connected with fellow collectors in an exciting casino atmosphere. The shows have something for everyone, whether it’s finding a hidden gem in a value box, grabbing a super rare one of one, or acquiring an iconic piece of sports history.
The shows weren’t just cool, they were profitable. The property saw double digit increases in Coin-In, Table Games Drop, Table Games Win, and F&B compared to the same weekend last year and the previous weekend.
Zion Market Research estimates that the trading card market size was roughly $7.43 billion in 2024 and is predicted to grow to $15.84 billion by 2034 with a compound annual growth rate of close to 7.86% between the years 2025 and 2034. The trading card market continues to grow at an astounding rate due largely in part to nostalgia, pop culture, online live streaming, social media, and increasing card values. Athletes, celebrities, entrepreneurs, and savvy investors are getting into the hobby not just for the love of it, but for financial gain. People are putting their money into cards instead of stocks and that trend has no end in sight.
The trading card industry is on the rise, so it would behoove any operator to partner with a credible card show organizer in their area. They will definitely drive traffic and move the needle for the gaming floor.
For more information about Gila River Resorts & Casinos – Santan Mountain, visit playatgila.com.
