Harrah's brand set to replace Isle Casino Pompano Park in Florida under Caesars' rebranding initiative.
Headline: Caesars Entertainment Shakes Up Florida with Harrah's Makeover and Horseshoe Return
Date: Posted on: February 21, 2022, 04:00h. Last updated on: February 21, 2022, 10:36h.
Author: Todd Shriber @etfgodfather
Key Topics: Gaming Business, Mergers and Acquisitions, Caesars Entertainment, Isle Casino Pompano Park, Harrah's Brand, Horseshoe Brand, Caesars Entertainment Rebranding Strategy
Say goodbye to Isle Casino Pompano Park — Caesars Entertainment is serving up a fresh twist in Florida! The gaming powerhouse is planning to rename the venue as Harrah's Pompano Beach later this year, as part of a major renovation by operator Caesars and real estate owner Cordish Cos.
Tom Reeg, CEO of Caesars, stated, "We don't throw that name around lightly. It was a lot of discussion into what shall we call this, and [Isle Casino] was obviously a Harrah's to us."
The first phase, anticipated for completion in 2022, includes:
- Approximately 680 residential units
- 102,567 square feet of casino gaming space
- A 300-person jai alai fronton
- A colossal Topgolf practice range
The full project, slated for completion in 2029, will feature 4,100 residential units, 142,182 square feet of gaming space, and 950 hotel rooms.
Harrah's Revival in Caesars Portfolio
Isle Casino Pompano Park joined the Caesars family in 2020, following Eldorado Resorts' $17.3 billion takeover of the old Caesars.
Harrah's Pompano Beach isn't the only kid on the block receiving a name change; earlier this month, Caesars announced the Horseshoe brand's comeback in St. Louis, with the renaming and refurbishment of Lumière Place Casino and Hotel.
A mere two weeks earlier, the operator unveiled plans to rename Bally's on the Las Vegas Strip, transforming it into a Horseshoe venue. Interestingly, Caesars is also contemplating removing the Harrah's name from its New Orleans casino and switching it with the classic Caesars Palace moniker.
Moreover, the Horseshoe brand is expected to adorn an overhauled racino in Nebraska when the project is completed.
Harrah's: A Brief History
Harrah's origins stretch back to 1937, when William Harrah founded a bingo hall in Reno, Nevada. The company went public in 1971 and was later acquired by Holiday Inn. The Promus Companies took charge in 1990, followed by the acquisition of an old Caesars iteration in 2005. The gaming company then underwent three private equity acquisitions in 2008 before Caesars became its parent company in preparation for an IPO that debuted in early 2012.
Today, Harrah's brand graces 17 casinos operated by Caesars, with locations in three Nevada properties.
Enrichment Data
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Caesars Entertainment is digging deep into its heritage as it renews and revitalizes its properties. Here's a quick rundown of recent rebranding decisions:
- Revival of Horseshoe Brand (2022 Onwards): Caesars is returning the Horseshoe brand to select locations through renovation and rebranding, such as the redevelopment of Bally's Las Vegas to Horseshoe Las Vegas or the transformation of Lumière Place Casino and Hotel in St. Louis.
- Isle Casino Pompano Park to Harrah's Pompano Beach (No Specific Date Mentioned): The comprehensive renovation of Isle Casino Pompano Park will transition the property to the Harrah's brand, similar to Harrah's New Orleans and Nebraska racino. Exact timelines for these renovations are yet to be announced.
- General Rebranding Strategy: Caesars Entertainment's rebranding strategy aims to capitalize on well-established casino names and elevate the overall guest experience across its wide-ranging portfolio.
- The Horseshoe brand, with roots tracing back to 1937, is making a comeback in Caesars Entertainment's portfolio, as they plan to rename and refurbish Lumière Place Casino and Hotel in St. Louis, following the similar renovation and rebranding of Bally's on the Las Vegas Strip to Horseshoe Las Vegas.
- Caesars Entertainment is not just renaming Isle Casino Pompano Park as Harrah's Pompano Beach, but also planning a major renovation, which includes the addition of 680 residential units, a 300-person jai alai fronton, and a colossal Topgolf practice range, with the complete project set for completion in 2029.
- The Harrah's name is also potentially being switched with the classic Caesars Palace moniker at the Caesars casino in New Orleans, as part of Caesars Entertainment's rebranding strategy aimed at capitalizing on well-established casino names and enhancing the guest experience across its broad portfolio.
