Investment Advances Guest Experience and Builds on the Formation of the Apex Hospitality Platform
NEW YORK–(BUSINESS WIRE)–Apex Hospitality, a hospitality platform backed by Z Capital Group, LLC (“ZCG”), today announced a significant slot modernization initiative across its core properties. The investment introduces the latest state-of-the-art slot machines and refreshed gaming environments designed to elevate the customer experience and reinvigorate the casino floor.
The initiative reflects Apex Hospitality’s continued focus on delivering best-in-class amenities for guests, with targeted upgrades across its five core properties: Mark Twain, Lakeside, Silver Sevens Hotel & Casino, St. Jo Frontier Casino, and Primm Valley Casino Resorts. Approximately 600 machines, representing roughly 25% of the slot fleet, will be replaced with newer, high-engagement offerings from leading vendors, enhancing game variety, technology, and overall floor design.
“These investments are about delivering a better, more dynamic experience for our guests,” said James J. Zenni, Founder, President, and Chief Executive Officer of ZCG. “Apex Hospitality was formed to bring scale, focus, and momentum to our hospitality assets, and this initiative is a clear example of how the platform enables us to modernize properties, refresh amenities, and continue investing in the customer experience.”
The initiative is expected to be executed through a phased approach starting in February and continuing throughout 2026 and was driven by ZCG Consulting (“ZCGC”), ZCG’s business consulting services platform, as part of ZCG’s broader value creation efforts focused on enhancing the guest experience.
The slot modernization initiative is part of a broader set of enhancements underway across Apex Hospitality properties, including new food and beverage openings, such as the recently opened Denny’s at Silver Sevens and the forthcoming steakhouse at Primm Valley. Complementing these expanded dining offerings, the casinos will introduce enhanced entertainment programming, including live music on casino floors, concerts, and comedy nights, along with upgrades to hotel rooms.
The announcement builds on ZCG’s previously announced formation of Apex Hospitality, which established a unified operating platform to drive brand collaboration, operational excellence, and continued investment across its hospitality portfolio. Additional information on Apex Hospitality and its properties is available at www.theapexhospitality.com.
About Apex Hospitality
Apex Hospitality is an integrated hospitality and consumer brand organization, operating across dining, entertainment, and e-commerce. Formed through the strategic alignment of Affinity Interactive, Xperience Restaurant Group (XRG), Pink Taco, and Mrs. Fields, the platform brings together nationally recognized restaurant concepts, iconic consumer products, and digital capabilities under one scalable, integrated model. For more information, visit www.theapexhospitality.com.
About Affinity Interactive
Affinity Interactive is a leading operator of hospitality, gaming, and entertainment-adjacent businesses, with a national presence and a focus on operational excellence, customer experience, and scalable platform management. Affinity Interactive is a portfolio company of ZCG. For more information, visit https://affinityinteractive.com/.
About ZCG
ZCG is a leading, privately held global firm comprised of private markets asset management, business consulting services, and technology development and solutions. ZCG is headquartered in New York and operates with approximately 400 professionals across five countries. For more information, visit www.zcg.com.
Contacts
Nina Zenni
ZCG / Principal, Head of Media & Global Communications
212-595-8400
Tel. 212-595-8400
Direct. 646-787-2365
