Caesars Entertainment continues to re-establish its Horseshoe brand.
Monday, the gaming operator announced that Lumiere Place Casino & Hotel will be renamed Horseshoe Saint Louis. The rebranding follows an announcement on January 22, 2022, that Caesars Entertainment is rebranding Bally’s Las Vegas as a Horseshoe property.
Both rebranding efforts are expected to take place this spring.
“We’re thrilled to usher in a new era and bring the historic Horseshoe to Saint Louis,” said Lumiere Place General Manager Brian Marsh in a statement. “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 transformation at the St. Louis property will include a renovated exterior with Horseshoe signage; a new look for the casino floor, including updated carpeting and lighting; new slot options; and a Starbucks, opening later in the year. The design team will incorporate a handcrafted feeling with tooled leather, dramatic colors, and the brand’s signature gold horseshoe iconography.
There are also Horseshoe Casinos in Indianapolis and Hammond Indiana; Baltimore, Maryland: Council Bluffs, Iowa; Bossier City, Louisiana; and Tunica, Mississippi. The brand has been around since 1951, when Benny Binion opened Binion’s Horseshoe in Las Vegas.
