Operators of downtown's Binion's Gambling Hall & Hotel are going back to its roots in an effort to breath new life into the aging property.

The resort is repositioning itself around poker and has brought in a new tournament as part of that effort. The "Ultimate Poker Challenge" began dealing up episodes to syndication and cable television last month. The producers' newest venture, "Cash Poker," is scheduled to begin filming Dec. 16, according to Ultimate Poker Challenge President Dan Pugliese.

"Top pros will be playing against each other," he said, "for $25,000 (buy in), you can play for three or four hours." Pugliese likens his no-limit "Cash Poker" to the Game Show Network's popular "High Stakes Poker."

He sees it as a plus for the hotel-casino. "Binion's gets on TV three times a week and gets some commercials." The series will be viewable by 72 million viewers on superstation WGN and by another 163 million through syndication. Most stations air the tournament in exchange for half of the commercial time.

This is the third season for the Ultimate Poker Challenge. The Plaza Hotel & Casino played host in its first two years. A deal was in the works to have The Venetian Resort Hotel Casino host the tour this year, but that didn't pan out, according to Pugliese. He has now signed a one-year deal with Binion's.

The gambling hall is doing its part to promote the tour. It allowed a permanent set to be built inside the downtown property. The poker room will play host to three tournaments, according to Binion's Web site. Low buy-ins ($340 to $660) are being promoted on the resort's site, along with "special room rates" for players ($29.99 to $49.99 a night).

Poker was the life blood of the Glitter Gulch resort during its glory days under founder Benny Binion and his World Series of Poker. Harrah's Entertainment acquired what was then Binion's Horseshoe and its poker tournament in 2004. Harrah's later sold Binion's to Chester, W.Va.-based MTR Gaming but kept the valuable WSOP and the Horseshoe name.

That left Binion's without its famous Horseshoe brand and missing its only major draw.

In the last few months, even the race-and-sports book has vanished. Local employees were uncertain as to when, if ever, it would reopen and referred calls to MTR. The West Virginia-based company was not available for comment at press time.

Showing its hand

David Schwartz, director of the Center for Gaming Research at the University of Nevada Las Vegas, said the move toward poker was a good one for Binion's as it tries to compete for visitors with the Strip megaresorts. "The Binion's name is so tied to poker. They won't have the most spectacular Cirque (du Soleil) show, so this is a good way for them to compete," he offered.

Binion's switchboard operators are even pushing the rebranding. Callers can expect to be greeted by the words, "Binion's Gambling Hall & Hotel: The place that made poker famous." Now, it seems, Binion's is hoping to have the reverse be true, as well: "Poker, the game that made Binion's famous -- again."

Pugliese maintained he has already seen evidence that poker is making a difference. The three weekly tournaments, he said, had caught the eye of visitors. "Binion's has one of the largest poker rooms with 41 tables. Seven or eight months ago, you'd rarely see five tables out of 40 with players on them," the tour's president recalled. "Now, with the Ultimate Poker Challenge, they are averaging 15 tables" in play.

The lure of being on air could draw some players in, agreed James Sullivan of Poker Royalty. His company acts as an agent representing poker players, including some of those playing in the Challenge. The Ultimate Poker Challenge is a top-five poker tournament, according to Sullivan. WSOP is number one and broadcast on ESPN. The World Poker Tour would come in second. It airs on the Travel Channel.

Schwartz, the author of Roll the Bones: A History of Gambling and Suburban Xanadu, believes emphasizing poker is a way for Binion's to capitalize on its history. "Focusing on gambling is a good move," he said. "A lot of people want to play poker where Johnny Moss won the World Series of Poker. Wouldn't you want to take batting practice at Yankee Stadium if you had the chance?"