Caesars To Rebrand Casino To Horseshoe Saint LouisProcess Expected To Be Completed In 2022 |
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Las Vegas-based Caesars Entertainment announced this week that its Lumière Place Casino & Hotel, which it operates, will be rebranded to Horseshoe St. Louis.
The rebranding, expected to be completed in the first half of the year, will include a renovated exterior with Horseshoe signage, a “new look” for the 75,000-square-foot casino floor, including updated carpeting and lighting, and some new slot machines.
“We’re thrilled to usher in a new era and bring the historic Horseshoe to Saint Louis,” said Brian Marsh, General Manager of the property. “Horseshoe Saint Louis will bring a new look and introduce some exciting new gaming offerings for our guests. We couldn’t be prouder to bring this legendary brand, known for poker and gaming, to our guests here at Lumière Place.”
The casino already has a WSOP-branded poker room, and that will remain after the rebranding. It currently has 10 tables, and the announcement didn’t mention changing that total.
Lumière Place Casino & Hotel opened in 2007. The casino has changed hands over the years, including previous ownership from Tropicana Entertainment and Pinnacle Entertainment.
The move to rebrand as Horseshoe St. Louis follows other similar moves for Caesars properties. In January, Caesars announced that Bally’s Las Vegas would become Horseshoe Las Vegas, the first time the iconic brand will be on the famed Las Vegas Strip.
Part of that move included relocating the annual World Series of Poker, held previously at the Rio Hotel-Casino just off the Strip, to the property that will soon be formerly known as Bally’s.
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