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Fire Rock Casino, Church Rock, New Mexico. 20,829 likes 23 talking about this 34,234 were here. Slots, Table Games, Bingo. Fire Rock Casino, Church Rock. 20 mil Me gusta. Slots, Table Games, Bingo.

Fire Rock Casino, Church Rock, New Mexico. 20,818 likes 34 talking about this 34,200 were here. Slots, Table Games, Bingo.

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• Presentation of the Church Rock Fire Rock Navajo Casino Immerse yourself in an Indian architectural stylish building and gaming room during a unique gaming experience. Choose wisely one of the 1.,100 slot machines of the casino Fire Rock and bet from one penny to high denominations and intend to hit a jackpot!

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The ATSA Players Club benefits the four spirited Navajo casinos by embodying the traditional Navajo proverb: “assume every guest is cold, tired and hungry, and treat them accordingly.”

Join the club, begin earning your way to fabulous benefits and personal services, and enjoy the legendary Navajo hospitality

Navajo Gaming was established in 2006, with the goal of providing modern, gaming entertainment within Navajoland for visitors and locals alike.

Now operating four properties in New Mexico and Arizona. We are honored to showcase over 2,800 of the latest slot machines, a variety of table games, bingo, and a AAA Four- Diamond hotel with convention space, many casual and fine dining restaurant choices, and live entertainment.

Casinos are required to report slot machine earnings to the state every three months so that state officials can determine how much the casinos have to pay the state under the terms of their gaming compact.

In January, February and March, the New Mexico Gaming Control Board reported that the Navajo Nation reported almost $11.75 million in earnings from its slot machines. This is the money the casino earned after paying off winners and any state or tribal regulatory fees.

The state emphasized that the figure doesn't represent the casino's profit, because salaries and operating expenses have not yet been deducted.

Tribes: $172 million

During those three months, tribal casinos in New Mexico posted total slot machine earnings of $172 million. Of that, the tribes were required to pay the state $15.6 million (or an average of about 11 percent).

(For a complete list of casino slot earnings in the state, see accompanying box).

New Mexico casinos are not required to tell the state whether they are making a profit or not or how much of a profit each is making, but the figures supplied by the state indicate that slot machine earnings have gone down statewide by almost 8 percent from a year ago, showing that casinos are still facing problems because of the downturn in the economy.

Robert Winter, CEO of the Navajo Nation Gaming Enterprise, said he suspects that only a handful of casinos in the state are doing well and one of them continues to be Fire Rock.

In fact, Winter said, it's obvious that the casinos along Interstate 40 have not only suffered because of the economic decline but also because of Fire Rock, which draws a sizable number of their Navajo patrons.

Fire Rock has made a profit every month it has been in operation, he said, although how much of a profit has varied month from month. For example, June 2009 was the casino's worst month in terms of amount of play, probably because of graduations and people going on vacation, Winter said.

So far this June, however, the play at the casino has been good, as it was in May, when players won a total of $56 million, he said.

This figure may be a little misleading since it does not reflect what the players actually took home. For example, someone could have come in with $20 and won $200 or more by taking the winnings and replaying them over and over again.

Jackpots are still in the range of $500 to a few thousand dollars although Winter reported someone winning $13,000 last week. The biggest jackpot is still $27,000, which was earned on the opening day or the day following the casino's opening in November 2008.

Other profits

Winter also pointed out that the figures the gaming enterprise provided to the state do not include all of the casino's revenue.

For example, revenue from the card games, roulette and bingo were not included. Neither was the profit from the restaurant and snack bars.

However, the bulk of the casino's revenue - 90 percent or more - usually comes from slot play, he said.

The $4 million or so in revenue from the slot machines does give a better idea of how much profit the casino is making, which Winter continues to withhold on grounds that only the Navajo Nation government can release the information.

Winter said when the casino opened, salaries were costing about $1 million a month. With an additional 40 employees and possible raises, this number may be $1.2 million a month now.

The state's share of the revenue is between $400,000 and $500,000 a month and Winter said that's also the ballpark figure for operating costs, such as utilities, travel, and the cost of those little umbrellas in certain mixed drinks.

The casino is required to pay back the $33 million in construction funding it borrowed from the tribe in three years, which averages out to about $1 million in loan repayment costs a month.

This brings the revenue down to about $1 million a month. Added to this is the revenue from the other parts of the operation, which are a fraction of the slot machine revenues.

Putting it all together, $1.2 million a month might be a fair guess at the profit Fire Rock is turning.

Other casinos in the area have been bringing in big-name entertainment and offering big payouts in an effort to get the Navajos to come back but Fire Rock, which continues to be immensely popular with its mainly Navajo customers, hasn't had to go to such lengths, Winter said.

In any case, he questioned whether the promotions have really helped the bottom line, noting that big-name entertainment is costly.

He pointed out that Fire Rock doesn't have room to offer major entertainment. Instead, the gaming enterprise has booked local bands and is happy with the results.

Last year, the casino provided entertainment in the parking lot for the Fourth of July, but Winter said it likely won't do so this year because there are so many other attractions on that holiday.

Navajo customers

The preponderance of Navajo customers is one aspect of the casino that has gotten a great deal of attention.

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Since the casino is some distance from the nearest interstate exit, it's not attracting truckers and efforts to attract tourists have been spotty, at best.

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Winter, however, said casino officials are seeing more and more non-Natives coming in, attracted partly by the restaurant promotions and partly because of the shuttle service that stops at Gallup motels and hotels.

The restaurant's Sunday brunch is attracting several hundred families weekly and Winter said Taco Tuesdays and Thursday seafood nights are getting popular.

All aspects of gaming are making a profit, although, in some cases - like poker and bingo - it's not a lot. The blackjack tables have done so well that they are now open seven days a week, up from five.

The recent introduction of roulette has also gone well and the casino is training employees to service the craps games that are expected to be started by the end of summer, Winter said.

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Once that happens, he said, Fire Rock will be able to call itself a full-service casino.