As a frequent visitor to the Santa Rosa area, I can't imagine anyone other than a person with a single digit IQ attempting to open another card room in that area. Assuming this person obtained his license prior to the three year ban on the opening up of new cardrooms in California, all one has to do is to look at the three existing cardrooms, (Jok-erz Wild, River Card Room and the Winners Circle) to conclude that there is just so many poker players in a given area.
Other than on a Friday evening, one is lucky to find more than one table open at either the River Card room or Jok-erz Wild and maybe two tables at the Winners Circle after a tournament. Add in the table at the San Rafael Club in San Rafael and one can see quite easily a potential problem arising by opening up a new club.
The only possiblity I can see is a sale or takeover of one of the existing clubs.
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