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Caesars Entertainment To Rebrand Lumière Place Casino & Hotel In St. Louis

Ross Everett
by in Gaming Industry on
  • Caesars Entertainment has announced that they will rebrand the Lumière Place Casino & Hotel in St. Louis, Missouri.
  • The property will be renamed under Caesars ‘Horseshoe’ brand to become the Horseshoe St. Louis.
  • The property transformation is expected to be be completed in spring 2022.

Caesars Entertainment has been in the process of making their casino branding more consistent across their portfolio. For example, the Harrah’s New Orleans is being remodeled and rebranded as Caesars New Orleans. They’re also making greater use of their ‘Horseshoe’ brand and are in the process of rebranding the Isle of Capri Lake Charles (Louisiana) and it will reopen this fall as Horseshoe Casino Lake Charles. The highest profile renaming will take place in Las Vegas–the property formerly known as Bally’s (and before that, the MGM Grand Hotel & Casino until 1986) is being rebranded as the Horseshoe Las Vegas.

They’ve now added another property to the rebranding list–the Lumière Place Casino & Hotel in St. Louis, Missouri will be transformed into the Horseshoe St. Louis. The property overlooks the Mississippi River and within walking distance of the Gateway Arch, The Dome at America’s Center and Busch Stadium. Lumière Place has two hotels–the HoteLumière and the Four Seasons St. Louis, not surprisingly the only hotel in Missouri to earn the AAA Five Diamond Award. The casino measures 75,000 square feet and offers 1,300 slot machines/video poker along with table games and a WSOP branded poker room. Restaurants on the premises are Slice Pizzeria & Pasta, Riverfront Grill, Cinder House and Mortons The Steakhouse. The property also offers Lumière Link, a 400-foot tunnel featuring two sections of moving walkway. It provides an easy and secure pedestrian link between St. Louis’ central business district, the Lumière Place resort and the Mississippi Riverfront. Between the often inhospitable weather and notoriously high crime rate, that’s a nice touch in St. Louis.

Here’s the details from a Caesars Entertainment press release including the scope of the remodeling scheduled for the property:

Legendary casino brand Horseshoe is coming to Saint Louis as Lumière Place Casino & Hotel begins a transformation into Horseshoe Saint Louis. The property evolution is expected to be finalized in spring 2022.

The transformation into the legendary Horseshoe 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 brand-new Starbucks coming later in the year. In keeping with Horseshoe’s classic sophistication, the design team will incorporate a handcrafted feeling with tooled leather, dramatic colors, and the brand’s signature gold horseshoe iconography. Additional details will be announced as the evolution progresses.

The press release also gave a refresher course on the ‘Horseshoe’ brand–alluding to but not mentioning by name founder Benny Binion:

Since 1951 Horseshoe Casinos have been the home of the best odds, highest limits, and biggest jackpots. Started by a gambler for gamblers, at its heart, Horseshoe is about making a gaming experience that is right for the gambler. Over the years, as the brand expanded to markets across the country, Horseshoe has stayed true to its heritage, holding on to the thrilling spirit of no-limit betting.

The Horseshoe spirit is already alive in the property’s new WSOP® Poker Room where legends never fold. The brand-new, action-packed WSOP® Poker Room is the pulse of poker with 10 tables featuring Texas Hold’EM, Omaha and many others. Tournaments are expected to return in the near future.

Over the next several months, guests will begin to see changes around the property, with the complete transformation to Horseshoe expected this spring.

Brian Marsh, General Manager of the property, is happy to see the rebranding take place:

“We’re thrilled to usher in a new era and bring the historic Horseshoe to Saint Louis. 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.”

Although the press release is archived on the Caesars Entertainment website, oddly enough there was no comment from a representative of corporate.

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