Ohio's Horseshoe Casinos in Cincinnati and Cleveland will be renamed this year.
They were owned by Caesar's Entertainment, which sold them to the original developer last year. CEO Matt Cullen says now Rock Gaming has changed its name to Jack Entertainment.
“Today, we announced those properties will be all flying the Jack Entertainment banner, and will be named appropriately,” Cullen says.
“Obviously, the Jack is associated with a deck of cards," Cullen says. "And it’s just sort of a fun and mischievous, perhaps, attitude that we think will add a little bit of approachability to the gaming customer.”
Cullen says the name changes will be accompanied by a new member rewards program, new menus, and some new games. The name of the performance space outside the casino will also change from The Shoe.
He does not foresee any layoffs.
Cullen says the Jack name will also be on Turfway Park in Florence, Kentucky, the Thistledown Racino in Cuyahoga County, and the Greektown Casino in Detroit.
The cost of the rebranding is estimated at $40 million.
