The Natchez market has the potential to support two casinos if its attractions are marketed correctly, developer Charles Cato believes.

Cato, president of Emerald Star Casino and Resort, last month signed a letter of intent to negotiate with the City of Natchez an option on riverfront property.

Cato has said he plans to locate a casino at the bottom of Roth Hill, a hotel on a lot across Canal Street from the convention center, entertainment at the former Natchez Pecan Factory and perhaps a museum or restaurant at the old depot site on Broadway Street.

But how could another riverboat casino stay afloat in a city with fewer than 19,000 people that is already home to one casino, the Isle of Capri Casino?

According to Cato, who is a partner in Lighthouse Point Casino in Greenville and is developing a cruise ship casino in Florida, the numbers are there.

&uot;There’s a 1.5 million population within 100 miles. If you look at that and the median income, I don’t see why Natchez can’t be a $55 million market,&uot; Cato said.

He sees the Emerald Star’s major markets as cities within the region, such as Jackson, Baton Rouge, Alexandria and Monroe, and he plans to use direct mailings to entice visitors from those areas.

However, Cato said his plan is also to work with junket operators to bring in jets of casino gamblers who can then spread the word about the development. The Natchez-Adams County Airport is an underutilized resource, he said.

He also plans to do joint marketing with bed-and-breakfast hotels and the like &045; and, possibly, the Isle of Capri itself, although he has not approached them about that possibility yet &045; to bring in more visitors.

What makes Natchez a good gamble? According to Cato, its name recognition and its existing amenities, from bed-and-breakfast hotels and restaurants to shopping and antebellum houses.

&uot;It’s a beautiful city,&uot; said Cato who, under his letter of intent with the city, would be required to contract with an urban planner to make sure his buildings blended in with the surrounding area (see sidebar).

Statistically, more men than women gamble &045; and with the other attractions Natchez has to offer, &uot;it gives women other things to do while their husbands are gambling,&uot; Cato said.

City Attorney Walter Brown said city officials &uot;have always felt the Natchez market, if properly marketed, could support two boats. Natchez already gets thousands of visitors a year because it has a special uniqueness people enjoy.&uot;

Cato said he has considered the possibility of locating a casino in Natchez in the mid-1990s but decided against it when land negotiations and talks with city officials didn’t work out.

This time, however, Cato said public officials have been more receptive, and he decided to try again because the numbers still made sense.

Although Cato describes himself as a &uot;boutique casino&uot; developer &045; &uot;not a Donald Trump or a (casino magnate) Steve Wynn&uot; &045; Cato said his casino will have features that will give it the edge in attracting visitors.

For one thing, the 375-foot-by-68-foot boat &045; which is now in dry dock, according to Cato, who has an option on it now &045; is large enough to accommodate a more open floor plan &uot;so people can move around,&uot; he said.

The casino will also include a full kitchen and plenty of meeting space, he added.

So how far has Cato gone toward making such plans a reality? He said he hopes to complete an option agreement with the city by the end of this month.

Cato, who said he is still crunching numbers to determine how much the total development will cost, said it would take about 12 to 16 months to construct the development once the agreement with the city is signed.

Cato estimates that the Emerald Star development would employ more than 300 people full time, from minimum-wage earners to executives.

&uot;We’re committed to buying locally. And we’ll help boost the economy, bringing in more tourists to spend more money&uot; in shops and restaurants, he said.

But how can the City of Natchez itself make sure it’s getting a good deal in the bargain?

The principal difference between these negotiations and those that brought the city’s first casino, Lady Luck, to town &uot;is that we own the land,&uot; Brown said. &uot;Before, most of the land was privately held.&uot;

In addition, the city has already built most of the infrastructure that would be needed for casino development to come in and set up shop.

&uot;We’re in a better position than we were then,&uot; Brown said. &uot;Plus, that was the first boat (in Natchez), and the city didn’t have the bargaining power that it now has.&uot;

And although both deals would involve 40-year leases, &uot;this one involves multiple properties of the city that are of far higher value than what was involved then,&uot; Brown said.