Gold Strike was originally opened by Circus Circus Enterprises as Circus Circus Tunica on August 29, 1994. The building, resembling a circus tent, did not house a hotel. Due to a 50% decline in operating income in 1997, Circus Circus began to renovate the property, adding a 1,200-room tower hotel and other features including a theater. The casino was rebranded as the Gold Strike Casino Resort and given a more upscale theme. The total cost for the remodel was estimated to be $125 million.[1] The Gold Strike's 31-story hotel tower was the tallest building in the state of Mississippi at the time of its opening, providing stark contrast to an area of the state previously devoted mostly to agriculture. In 2009, the resort underwent another multi-million dollar renovation during which time the property remained opened.