Caesars Entertainment last week officially rebranded its Bally’s Las Vegas property as Horseshoe Las Vegas, fulfilling a move first announced last January.
The decision to rebrand came after Bally’s Corporation, the former Twin River Holdings, bought rights to the Bally’s casino brand and proceeded to rebrand its resorts around the country as Bally’s properties. Bally’s recently bought the operations of the Tropicana on Las Vegas Boulevard. While the company hasn’t determined the fate of the property long term, it would undoubtedly carry the “Bally’s” brand.
The property at Las Vegas Boulevard and Flamingo—originally the first MGM Grand—becomes Caesars’ 10th Horseshoe-branded property. Jason Gregorec, senior vice president and general manager of Horseshoe Las Vegas, told the Las Vegas Review-Journal the goal is to bring existing Horseshoe customers to the newly branded Strip resort.
“It’s coming back home, but also experiencing (Horseshoe Las Vegas) for the first time,” Gregorec said. “People will want to be the first to come to Las Vegas.”
It is, of course, the second launch of a Horseshoe property in Las Vegas, after the original Binion’s Horseshoe—now Binion’s Gambling Hall—saw gaming legend Benny Binion help establish the Downtown Las Vegas market. The Binions sold that property—along with its signature World Series of Poker event—to then-Harrah’s Entertainment in 2004.
This year, the WSOP, now held at Paris Las Vegas and the new Horseshoe, will reunite with its original brand.
