With corporate mergers dominating much of the gaming industry over the past decade, one South Shore casino has stood the test of time, remaining independent of Wall Street and decisions made outside of the Lake Tahoe Basin.

This month marks the 20th anniversary for Lakeside Inn & Casino, a milestone in itself considering the changing face of the gaming industry that has brought consolidation in the Stateline casino corridor and new competition with the proliferation of California Indian gaming.

“We are in a constant state of evolution and innovation,” said Mike Bradford, chief executive officer for the 124-room Stateline hotel and casino located on Highway 50 at Kingsbury Grade. “This has been our philosophy. You not only have to be innovative but you have to remain consistent with a set of beliefs and values. We’re really pleased with the way it has come out.”

Lakeside came into being when Harvey Gross, who built Harveys Resort Casino, had the casino built away from the main casino corridor. Originally named Harveys Inn, the idea was to establish a South Shore lodge, which has the feel, look and decorum of old Lake Tahoe, tucked away from the lights and the skyscrapers.

In 1985 Gross sold the operation to Bill Kartozian, Dick Jeha and Stan Sperling. Their idea was to turn the hotel and casino into a place for not only visitors but locals, providing discounts, specials and incentives for casino regulars, said Bradford, who partnered with Kartozian and Jeha in 1991 after coming on board as president in 1987. Bradford was named chief executive officer in 2003.

“Twenty years for any business in Tahoe is a long time. We are really happy to be here celebrating because it takes 10 or 15 years to be successful in this kind of business,” Bradford said.

Much of Lakeside’s success can be attributed to the consistency of its management team. Under Bradford and Lakeside President Lon Rusk, the casino has focused on customer service in the food, beverage, gaming and lodging areas.

Lakeside’s family consists of about 350 employees, in which management boasts of low turnover considering the transient nature of the South Shore.

“The turnover is lower than most places in town. You could say that a lot of us have grown old together,” Bradford said.

Customers also notice the family-friendly atmosphere. For Shirley and Ron Quilici of South Lake Tahoe, Lakeside has become a preferred place for gaming, bingo and drawings.

“The people are friendly (making it) a nice place to gamble,” Shirley Quilici said, adding the couple plays at Lakeside daily.

In a village full of casinos, Lakeside has its own look and appeal, which is what gives it what many say is its warmth and charm. The outside is decked in stone and wood resembling a mountain lodge, and inside it is designed with natural stone and trees, including a fireplace and hearth. Upstairs includes a 10,000-square-foot gaming room with 375 slot machines and nine gaming tables.

Lakeside also offers two distinct restaurants: Taberna, located downstairs, serves authentic Mexican food, including breakfast lunch and dinner, while the Timberhouse, located upstairs, is a coffee shop that serves breakfast and lunch, transforming to a steakhouse at dinner.

“Being in a constant state of evolution, each year we work on something different. Some things are noticeable to our patrons and some are not. But the idea has always been the same: to improve on what we have,” Bradford said.

In 2001 Lakeside underwent a remodel of its downstairs hotel lobby with its banquet room converted into a sports bar, race book and restaurants. In 2003, remodels were done of its main bar upstairs in the gaming area and a ventilation system installed throughout on both the upstairs and downstairs level. Aside from gaming tables, Lakeside offers karaoke at the tavern on Friday nights, a video arcade and 31 television sets downstairs, and six flat-screen TVs around the bar upstairs.

In February 2003 Lakeside launched its incentive card, which enables players to keep track how much they have and what incentives they’ve accumulated. An electronic touch-screen system called Acres Gaming allows guest to manage their account at the slot machines to see how much they’ve won, lost and how many comps they’ve earned.

This year, Lakeside has implemented a “comp dollars” program where players earn money which can be used dollar-for-dollar at 11 local business: They are Eagle Valley Golf, Carson Valley Golf Course, John’s Cleaners, Shoreline Sports, Sports LTD, Video Maniacs, Bob Dogs Pizza in Stateline, The Smokeshop, Grocery Direct, Sidestreet boutique and Body Essentials.

The idea of having a comp dollar exchange program evolved as a need to bring incentives to Lakeside’s diverse clientele, said Pam Wheeler, the casino’s marketing manager.

“We don’t have a gourmet room, a spa and entertainment venues and so we needed to differentiate ourselves and offer something our competition doesn’t offer,” Wheeler said. “It has been tremendously successful. Our players have found a great value in this.”

Overnight guests of Lakeside can enjoy the rustic, old-lodge feel. There are 124 rooms – including eight mini-suites and two, two-bedroom suites – and each room is equipped with modern amenities like telephone data ports for computers so users can log onto the Internet.

To celebrate its 20 years, a variety of anniversary festivities will take place today through May 19. The anniversary includes food and room specials, prizes and a happy hour extended to every hour, every day.

“This celebration is not only for Lakeside Inn & Casino but it’s also a tribute to all of our friends and loyal guests,” said Rusk, Lakeside’s president. “We appreciate all the support that we’ve received over the years and look forward to many more great times at Lakeside.”