The Gilpin Casino is shown present day at left, with a ghost on the right in black and white.

The Gilpin Casino

B2C & DTC / Branding & Customer Retention, Entertainment, Hospitality, UI-UX / Web Design & Development

Jump To:
A logo for The Gilpin Casino in black and gold.

Located in the heart of historic Black Hawk, Colo., and just a quick 20-minute trip from Denver, The Gilpin Casino offers exciting slots, superb dining, and friendly service with deep roots and a solid connection to the past in this turn-of-the-century mining town. Until now, The Gilpin Casino, Colorado’s first gaming-centric resort destination, has struggled with showcasing its exceptional gaming facilities using a typical casino industry-style website.

To modernize the website experiences for their mid-sized network of gaming and hospitality facilities, Jacobs Entertainment hired Lounge Lizard Worldwide to complete a full-service rebranding and website design and development project, which included The Gilpin Casino.  


The Gilpin Casino's old website is shown on a desktop computer.
Gamblers smile on the new website for The Gilpin Casino. The website is shown on a desktop computer.
Technology used: WordPress CMS Platform, Pegasus, HTML, CSS, Custom Player Portal: Laravel


Ken Braun, Chief Brandtender and Founder at Lounge Lizard Worldwide, paid a site visit to the resort and was inspired by the awe-inspiring surroundings. The goal became clear: Transform The Gilpin Casino’s brand and website to invite visitors into the thrilling gaming experience and bring to life the fascinating and mysterious history that’s legendary in Colorado.


Just a few miles from the world-famous Rocky Mountain National Park and nestled in a beautiful mountain canyon, The Gilpin Casino is a destination for Coloradans and tourists worldwide. An added plus was a long-time building history stretching back to the gold rush days of the 1800s when a local schoolteacher is rumored to have jumped to her death following the loss of her beloved. Local legend says she can still be heard roaming the halls where guests have seen her image over the years.

Immediately, Braun saw how this fascinating and engaging juxtaposition could be woven into a dynamic website to bring the whole story to life — the stimulating energy of the casino experience coupled with the mystère of Miss Lucille Malone.


Focusing on fun, gaming, and mystery, the Brandtenders at Lounge Lizard leveraged Braun’s experience as a judge for The Webby Awards and contemporary design techniques to transform the old, outdated website into a new energetic, and dynamic casino gaming website.   

To bring the magic of Lucille Malone, a generous use of beautiful black and white animated still photos with her likeness are found throughout the website. She eerily watches over the beautiful images of people enjoying their full-blown casino gaming and entertainment experience.  

Groundbreaking Development & Technology  

Using the latest custom API (Application Programming Interface) Pegasus technology, the development team worked with the Jacobs Entertainment IT pros to create a Current Progressive animation that denotes dollar amounts for various games using a real-time feed.  

In keeping with the immediate desire for player points information, the development team also launched a sophisticated and hyper-secure Player Portal featuring an individual member login that can be accessed from any hand-held device or PC for instant viewing.   

The new Player Portal goes light years beyond the simple win-lose numbers on the original site. The new portal details player points, real-time winnings, special offers, promotions, discounts for dining, and membership enticement information. As a bonus, players also receive and can track free check cashing, complimentary valet service, and bus/transportation reimbursement.   

Beyond the technical prowess and development expertise required to create this added benefit, the information is highly secure and required massive approvals from the gaming commission in Colorado. The Lounge Lizard team worked tirelessly to meet and exceed the commission’s requirements.  


The new website effectively brings to life the history of Black Hawk and the gold rush days overlaid with the fun and exciting casino experience that brings customers back and builds brand loyalty in a highly competitive market.

Brand Creation
Fun, Games & Mystery Inform the User Experience
Reinvented Typical
Mid-Market Casino Websites
Player Portal Uses
Real-Time Data


A person reads about The Gilpin Casino Winners Club on a laptop.
The new website for The Gilpin Casino is shown on a laptop, desktop, smartphone, and tablet.
A person reads about the restaurant at The Gilpin Casino on a smartphone.
A person reads The Gilpin Casino website on a tablet to learn about the casino's history.
The Gilpin Casino is shown present day at left, with a ghost on the right in black and white.


Lounge Lizard Brandtenders and Marketing Mixologists always serve up custom concoctions. We mix a potent combination of brand story telling with a generous splash of creative juices and blend in technology-focused, customized solutions as a chaser.

Related Projects

Newsletter Sign Up

"*" indicates required fields

0 of 60 max characters
0 of 60 max characters

Request a Proposal

Fill Out Our Form & We’ll be in Touch Shortly

"*" indicates required fields

Type of Project**

PH: 1-888-444-0110
Sales: Ext. 101
New York City
112 West 34th Street
18th Floor
New York, NY 10120
Long Island
991 Main St.
Suite 200
Holbrook, NY 11741
Washington D.C.
1101 Connecticut Avenue NW
Suite 450
Washington, DC 20036
424 Church St
Suite 2000
Nashville, TN 37219
Los Angeles
1100 Glendon Avenue
17th Floor
Pleasantville, CA 90024
1221 Brickell Ave
Suite 900
Miami, FL 33131
170 Meeting Street
Charleston, SC 29401