Harrah's Wants Its Casinos Known As Caesar's
Harrah's Entertainment, operator of some 50 casinos around the world, has decided to upgrade its image by changing its name. The company, which feels the Harrah's name is identified with middle-class gaming, is applying to use the new name Caesar's Entertainment Corporation.
Harrah's acquired the rights to the Caesar's brand name when it purchased Caesar's Palace in 2005. The feeling within the casino giant is that the Caesar's name stands for a higher, more luxurious level of gambling, and will reflect an image more conducive to luring high-rollers.
The name Harrah's will still be in use at the Las Vegas casino which bears the name, as well as at several locations throughout the company's gambling empire.
The name change can only go into effect after approval by regulatory agencies in the areas in which Harrah's operates. The length of this process is uncertain.
Gary Loveman, the former Harvard professor who is now Harrah's Chairman and Chief Executive Officer, said of the proposed change, "Adoption of the name Caesars Entertainment will provide our company with greater prestige and help attract strategic business partners as we pursue expansion opportunities in new jurisdictions."
Despite owning many hotels and casinos which fit firmly with the identity of the Harrah's name, the company clearly wants a fresh face for the public. As elitist play continues to drive any growth in the industry, Harrah's obviously wishes to establish itself as a competitor for the ritziest and richest of clients.
