By JAMES FINK
jfink@bizjournals.com | 716-541-1611

The Seneca Niagara Casino & Hotel completed the first phase of a makeover of most rooms in the 604-room hotel, which towers over the Niagara Falls skyline.

The $10.4 million project was privately financed and began earlier this year.

To date, four floors of rooms and suites have been renovated. The entire project should be complete by January.

"As a company that prides itself on the service and comfort we provide our more than 6 million annual visitors, we are committed to making investments that will ensure that our guests enjoy the finest possible experience every time they walk through our doors and choose to stay with us," said Karen Karsten, chairman of Seneca Gaming Corp.

Seneca Gaming, which operates Seneca Nation of Indians gaming and entertainment venues, is overseeing the project.

It comes as hotels in the Niagara Falls area report one of the strongest years in recent memory. According to statistics compiled by Smith Travel Research of Nashville, in July the occupancy rate was 88.7 percent - among the highest in the nation.

While the Senecas do not supply data to Smith Travel Research, Seneca Gaming officials said the hotel is running at a 95 percent occupancy rate, with many weeks and weekends sold out.

Also, for the sixth consecutive year, AAA awarded the hotel its "Four Diamond Award," a top industry honor.

In the current phase, 486 deluxe rooms and 86 corner suites on 23 floors will be renovated. Later phases will focus on 22 center suites and 10 penthouse suites.

"We have established a reputation as one of the finest gaming and entertainment properties in North America, and we look forward to more people discovering the Seneca Niagara difference in the coming weeks and months," said Cathy Walker, president and CEO of Seneca Gaming.

The casino features more than 4,000 slot machines, 100 table games and two live performance and meeting centers: the 2,400-seat Seneca Events Center and 468-seat Bear's Den Showroom. The complex also has five restaurants, a full-service spa and indoor pool.

Earlier this month, Seneca Gaming announced plans to add a 200-room tower to the Seneca Allegany Casino & Hotel.

It also is working on plans to build a permanent casino in downtown Buffalo.

Between the three venues in Niagara Falls, Buffalo and Salamanca, Seneca Gaming has more than 3,700 employees, 6,500 slot machines, 140 table games and 800 hotel rooms in its portfolio.