Three men and a woman gamble at a table at The Lodge Casino.

The Lodge Casino

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

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A gold logo for The Lodge Casino with evergreen trees.

Located in the heart of the Rocky Mountains, The Lodge Casino showcases action-packed gaming tables, slot machines, and world-class dining and hotel accommodations. The Lodge Casino is the premier casino and hotel destination in Blackhawk, Colo., just 20 minutes from the Denver/Boulder Metroplex. The Lodge had a standard casino industry-style website that could not showcase its impressive resort and gaming facilities. Jacobs Entertainment engaged Lounge Lizard Worldwide in a full-service rebrand and website design and development project for their mid-sized portfolio of gaming and hospitality venues.


Former website for The Lodge Casino.
Two gamblers holding money and a plastic card smile on the new website for The Lodge Casino.
Technology used: WordPress CMS Platform, Pegasus, HTML, CSS, Custom Player Portal: Laravel


Following a visit to the casino and hotel, Ken Braun, Chief Brandtender and Founder at Lounge Lizard, took inspiration from the breathtaking surroundings and translated the energizing, exciting experience of The Lodge Casino into a visceral and interactive experience through the website and a new custom Winners Club.


As a destination sought out by people in Colorado and visitors from around the world, Braun’s visit revealed an industry-leading gaming facility and hotel complex relying on a website that lacked the energy, vitality, and celebration found throughout The Lodge Casino’s environment.   

Braun, working with his team of world-class Brandtenders, focused on design and development that brings the website to life and crackles with the spirit and vitality of being on the casino floor. To promote the ongoing customer loyalty crucial in the casino business, Braun and the Brandtenders envisioned expanding the site’s simplified Winners Club to connect more profoundly through an extensive custom Player’s Portal that leverages continued customer goodwill and engagement.


The Magic Trees’ concept was born to honor the local love of aspen trees, mountains, and the idyllic location that Ken experienced firsthand. From there, a fantastic transformation took shape as the new website brand and design began to exemplify the unbelievable excitement and fun, winning atmosphere that is The Lodge Casino.  

Using golden aspen trees, gold coins, and animated gold dust flowing through vibrant images of people enjoying themselves, our Brandtenders draw in website visitors. They can explore the casino and gaming options from Craps, Baccarat, Blackjack, and Pai Gow, the full complement of dining options, book a stay at the beautiful hotel and learn about the latest events and promotions.  

With Braun’s experience as a judge for The Webby Awards and access to the latest trends and technologies, he and the Brandtenders brought modern design techniques that took the old, antiquated site and realized a new energetic, and dynamic website that buzzes with excitement and vivacity.

Groundbreaking Development & Technology  

In the high-stakes world of casinos, players want advanced technology and up-to-the-second information. The Lounge Lizard Development Team worked tirelessly with The Lodge Casino’s IT Pros to develop industry-leading user experiences.  

In addition, because of the highly sensitive nature of the information collected by a casino, extensive work was done with the Colorado Gaming Commission to ensure that all protections were in place to guarantee informational integrity.  

First, the Development Team developed a custom API (Application Programming Interface) that provided auto-updating for Current Progressive amounts on the homepage through a real-time feed. This allows visitors to monitor activity on the casino floor from any hand-held device or home when planning the trip.  

Next, the Lounge Lizard team developed and implemented an extensive Player Portal with a hyper-secure member log-in. Beyond the original website’s simple win-lose numbers, the new portal detailed real-time winnings, player points, room bookings, discounts for rooms and dining, special offers and promotions, and ‘How Close to Next Membership Level’ enticement information. As a bonus, players also receive free valet service, transportation reimbursement, and free check cashing through their online accounts.   

As an added website feature and because it’s Colorado, where the weather changes by the hour, the team added a webcam so visitors can watch the weather conditions outside the casino before they brave the elements.   

Last, as with all Lounge Lizard websites, the latest technology was incorporated to ensure the highest standards for on-site speed and search engine optimization (SEO), plus a solid linking structure to each Jacobs Entertainment location website.


The Lodge Casino has serious name recognition in the casino market in Colorado and an expensive ongoing marketing campaign. Now they have a magical and tech-forward website and brand that showcases the customer experience uniquely and powerfully.

Brand Creation
Magic Trees Guide to the
User Experience
Break Away From Typical
Mid-Market Casino Websites
Player Portal Showcases Real-Time Data


A person reads about the Winners Club at The Lodge Casino on a new website while on a desktop computer in a living room.
The Lodge Casino's new website design is shown on a laptop, desktop, smartphone, and tablet.
A person reads about The Lodge Casino's Winners Club on a smartphone.
A person reads the Events and Promos webpage for The Lodge Casino on a tablet.
A man in a suit plays a slot machine at The Lodge Casino.


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.

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