How A Visit To A Former NJ Racetrack Revealed Some Sportsbook Secrets, But Not All

Cherry Hill doesn’t exactly come to mind as a spot for a future sportsbook.

And we’re not talking about the 14 sports betting apps. Because all of them work perfectly fine around town.

This conversation centers around actual sports betting operators based in New Jersey.

Cherry Hill isn’t exactly Hoboken where DraftKings recently unveiled its new gaming hub with great views of New York City.

However, via a quick drive, I discovered there are three local ties to this booming $3 billion-plus NJ sports betting industry.

The not-so-secret Garden State Park sportsbook

Yes, there is a real possibility Cherry Hill could become home to the state’s first standalone sportsbook.

But don’t expect to be checking out the NFL point spreads before grabbing a bite at the nearby Zinburger this football season.

Garden State Park’s developer continues to be tied up in a lengthly legal battle with the track’s former owners. The big issue is whether or not a retail operation can be built where the former racetrack oval existed.

The latest twist in this saga actually triggered an idea.

I decided to scout out the potential space. Sure enough, there is a nice-sized vacant spot directly behind the burger joint.

standalone sportsbook cherry hill new jersey

Now, this is the spot I found on my visit; it is not THE spot. Nothing is confirmed. But it seems the most likely as it is within the old racing oval.

Granted, there were no coming soon signs. And contractors seemed to be taking a very long lunch break.

But I found it odd that this random ladder was just laying around.

garden state park sportsbook

If there are illustrations of the space, they have not been made public yet. The most anyone has seen of the concept is a blueprint of the floorplan from SOSH Architects, available at ROI-NJ.

The developer is not talking due to the ongoing litigation. So the operator behind the sportsbook plans is still a mystery.

Claim Your $1,250 Bonus at DraftKings Sportsbook
Up to $1,250 FREE
New User Bonus. T&Cs Apply.
DraftKings Promo: Bet $5 Win $200
PLUS $50 Free On Deposit
PLUS Up to $1,000 Deposit Bonus
To Claim: Click Play Now

Well, hello Stars Group

But wait, there’s more.

My walk around Market Place & Towne Place at Garden State Park revealed an unexpected (but well-known) name.

It seems The Stars Group has its NJ office hidden within this shopping and residential complex. It’s the parent company of BetStars NJ and PokerStars NJ.

cherry hill towne place nj sports betting

Do not try and search for it from the outside as there are no signs. I found them via the list of tenants in building 921.

betstars nj cherry hill office

And there is no front desk reception area.

A quick search on The Stars Group website revealed the company does have job openings at its Cherry Hill office. All three positions have to do with the soon-to-be-rebranded Fox Bet NJ sports betting app (which will soon replace BetStars).

Meet their neighbor, William Hill

If you continue heading west toward Philadelphia, you will likely drive right past one of William Hill’s NJ offices. It’s hidden within an expansive business complex called Executive Campus.

If you pull into the parking lot, good luck finding the office.

The buildings are numbered, but getting the actual list of businesses requires going into the lobby. The truth is, this writer took the shortcut by sending an email to William Hill’s offices in Las Vegas.

william hill office building cherry hill

However, the only business clearly identifiable from the outside of 3 Executive Campus is Lockheed Martin.

But without an appointment, I didn’t venture further than the lobby. Then again, not much to see here, folks. The 20 people based at this office are primarily the customer support team.

When a problem arises while using the William Hill app (Caesars app), you might just be talking to someone in Cherry Hill.

So there is no need to waste time driving through this complex. If you really want to see what the company is all about, take a drive to Monmouth Park, Ocean Casino Resort, or Tropicana AC. William Hill operates all three retail locations.

Which one will be the headliner at Garden State Park?

But all this sleuthing had me wondering: Could a fourth William Hill retail spot be in the works? Or will it be the first Fox Bet-branded standalone sportsbook in New Jersey?

Or maybe the Cherry Hill connection of both companies means absolutely nothing and Garden State Park has something else up its sleeves.

The answer could come before the Philadelphia Eagles soar to the 2020 Super Bowl. But all depends on that lawsuit that’s currently keeping most things at a standstill for Cherry Hill.

For now, any of the eight sportsbooks in AC are ready for football season with plenty of seats. And there are those apps…

About the Author

Bill Gelman

Bill Gelman is a veteran sports writer based just outside of Philadelphia and not too far from the Jersey Shore. Bill spends time in Atlantic City writing about casino openings and expansions, special events and world championship boxing at Boardwalk Hall. He is now adding NJ sports betting and online gambling to the mix.