Bally’s rebrands three casinos in Colorado

Three Bally’s Corporation casinos in Colorado will be rebranded under the same visual brand and name: Bally’s Black Hawk.

The three casinos are Golden Gates Casino, Golden Gulch Casino and Mardi Gras Casino.

Bally’s executive vice president and casino operations and CMO Phil Juliano, said:

“This is the first step in a concerted effort to rebrand all 14 land-based casino properties in addition to establishing an omnichannel brand for online sports betting, igaming offerings and fantasy sports”.

Read more: Tropicana Las Vegas casino sold to Bally’s for $308m

He added:

“We are proud to offer Coloradans the Bally’s brand and what it has to offer now and months and years to come. Bally’s Reward Card members can now use their card at all three properties to earn Bally’s Rewards, tier status, restaurant discounts, casino multipliers, and more. Bally Bet users earn casino rewards at Bally’s Black Hawk for all of their mobile sports betting activity. We thank the state of Colorado for working with our team and proud of our team members who worked diligently to get us over the line”.

Meanwhile, in Nevada, the Douglas County Liquor Board has approved a change in the name for the company’s MontBleu Resort Casino & Spa, which will now be called Bally’s Lake Tahoe.

The board approved the name change on July 1, at the request of CEO Greg Vorreyer and executive Timothy Tretton, who has served as general manager of the Stateline, Nevada, casino resort since 2015.

The new name comes after Bally’s Corporation completed the acquisition of the venue previously owned by Caesars Entertainment.

Vorreyer said:

“MontBleu is a premier entertainment asset that is commensurate with the iconic Bally’s brand, and advances our ongoing portfolio diversification strategy. With the close of this transaction, we look forward to integrating the property into the Bally’s family, and utilizing it as an attractive destination for our loyal Bally’s customers to drive visitation to Lake Tahoe.”

The hotel-casino was built in 1978 as the Park Tahoe and acquired by Caesars in 1980. This will be the third name change for the casino in the 21st century. During the transition from Caesars Tahoe to MontBleu in 2005, it was briefly called the “Nomad” for the film “Smokin’ Aces.”

Bally’s has 14 casinos across 10 states, a horse racetrack, and 13 authorized OTB licenses in Colorado.

Source: Focus Gaming News


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