In a joint venture between Caesars and its development partners, The Cordish Cos, The Isle Casino Pompano Park will be renamed and rebranded as Harrah’s Pompano Beach in the fall, according to reports. The Harrah’s brand falls under the Caesars umbrella as extensive upgrades and expansion are already in the works for the new Pompano Beach facility.
Writing Was On the Wall
When Eldorado Resorts, owner of Isle Casino Pompano Park, completed the takeover of Caesars Entertainment in 2019, the writing was on the wall that the Caesars name, and those of its subsidiaries, would be gracing many of Eldorado’s current and future casinos. Therefore, the only real question was whether it would be identified as a Caesars or Harrah’s property.
Apparently, the latter prevailed and it is reported the name will change before the facelift is complete on the Isle Casino Pompano Park. The project will consist of a hotel, apartments, restaurants, shops, and a cinema on a 230-acre footprint that will resemble a city within a city.
Caesars CEO Tom Reeg said, “Harrah’s is a promise of you’re going to be treated like family, whether you’re a customer, an employee, or someone in the community.”
As for how the name was chosen, Reeg stated, “We don’t throw that name around lightly,” he added. “It was a lot of discussion into what shall we call this, and [Isle Casino] was obviously a Harrah’s to us.”
David Cordish, founder, and CEO of The Cordish Cos., stipulated, “With Harrah’s Pompano Beach at its heart, Live! Resorts Pompano will bring together casino gaming with best-in-class entertainment, retail, dining, hotel, residential, office, logistics, and lifestyle amenities into one dynamic destination.”
Another Rebranding in Sin City
Another change is in the offing but the venue is Las Vegas and the property is Bally’s getting a new name that will be a wink and a nod to yesteryear when it is renamed the Horseshoe Las Vegas.
Sean McBurney, regional president of Caesars Entertainment, said, “Bringing the Horseshoe brand back to life in Las Vegas allows us to celebrate both our history and our future, 2022 starts a new era for the Caesars Entertainment empire in Las Vegas, one being heralded by the return of Horseshoe.”
Although the rooms will not get an overhaul, the rest of the facility will certainly reflect the 70’s Vegas zeitgeist and will “Incorporate a handcrafted feeling with tooled leather, dramatic colors, and the brand’s signature gold horseshoe iconography,” according to a Caesars press release.
Jason Gregorec, senior vice president and general manager of the property said, “At Horseshoe, it’s all about the gambler. Since 1951 Horseshoe Casinos have been home to the best odds, highest limits, and biggest jackpots. So, it’s fitting that we bring Horseshoe back to Las Vegas, and right on the Las Vegas Strip.”
The Caesars brand has reemerged in the public eye ever since the advent of legal sports betting in the United States. Caesars’ online Sportsbook and Casino has launched one of the most aggressive advertising and marketing blitzes in the industry. Their commercials were ubiquitous leading up to this year’s Super Bowl and the brand is once again etched in the American cultural landscape.
Bookmakers Review will keep its readers updated with this story and any new information as it unfolds.
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