Detroit-based Rock Gaming LLC now will be known as Jack Entertainment LLC as part of a million rebranding effort. The name will extend to the Dan Gilbert-owned company’s Horseshoe casinos in Cleveland and Cincinnati, Thistledown Racino in North Randall and Greektown casino in Detroit. The move follows Rock Gaming’s buy-out of the minority stake in its Ohio casinos, previously owned by Caesars Entertainment, which operated them under a management agreement.
Caesars owns the Horseshoe name, so Rock Gaming had to come up with a new name for its casinos. Subsequently, Rock Gaming branded all of its entertainment properties under the Jack name. As Jack Entertainment Chief Marketing Officer Darlene Monzo explained, “Jack is an attitude. It’s a way of thinking. It’s our company’s progressive spirit. Jack is the inner voice that gives you the courage and permission to have fun every time you visit Jack.”
Chief Executive Officer Matt Cullen, “Jack is the future of entertainment. Our new brand represents our company’s progressive spirit, our pursuit of excellence and our desire to deliver our guests with unexpected, delightful experiences every day. We’re just getting started and, given Jack’s love for adventure, you never know what we will come up with next. What you can be certain of is that Jack will change the world of gaming as we know it.”
Cullen said the operational transition and the brand change are underway and will be completed by the end of 2016. Jack ThistleDown Racino will debut on March 9, as part of a $70 million renovation there, followed by Jack Cleveland Casino in early May, Jack Cincinnati Casino in early June and Jack Detroit Casino-Hotel Greektown later this year.
Cullen noted, “We’re not at all distancing ourselves from Greektown. It’s a legacy we’re proud of. We’re not trying to move away from it. We just want all our properties linked under one banner.” Rock Gaming bought the property, which made $330 million in 2015 and has 1,900 employees, in 2013.
In addition, as part of the brand launch, Jack Entertainment will debut a new player loyalty program called ClubJack, to be rolled out as each property changes its name and completes operational transition.
Rock Gaming also has a stake in the Horseshoe Casino Baltimore, which will continue to operate under that name. Its Turfway Park thoroughbred racetrack in Kentucky also will keep its name.
Someone who’s not too impressed with the Jack brand is former casino executive and Ohio University Assistant Professor Alan Silver. “A casino brand has to suggest an all-encompassing package of amenities: gaming, restaurants, entertainment, facilities, etc., and in my opinion, the name ‘Jack’ simply does not have the sort of cachet that the Horseshoe brand once stood for. Frankly, ‘Jack’ sounds more like a truck-stop casino or diner. I guess the real test will be how it’s received by customers down the line.”
Jack Entertainment officials said the company earned $1 billion-plus in annual revenue across all of its properties last year. Gilbert is the founder and chairman of Detroit-based Quicken Loans Inc. and Rock Ventures.
