Harrah’s to rename Iowa casino using Horseshoe brand

Thursday, Nov. 18, 2004 | 10:53 a.m.

Harrah's Entertainment Inc. will rename its Bluffs Run Casino in Iowa the Horseshoe Council Bluffs as part of an $85 million renovation and expansion of the property.

The rebranding effort marks the first time Harrah's will take the Horseshoe brand beyond the three Horseshoe casinos in Indiana, Mississippi and Louisiana that Harrah's acquired in the purchase of Horseshoe Gaming Holding Corp. this year.

"The Horseshoe brand represents the finest in casino entertainment for avid gamblers," Harrah's Chief Executive Gary Loveman said.

When Harrah's bought the Horseshoe chain, Loveman said the company would likely use the name to rebrand some of its existing casinos. While Harrah's will relinquish the management of Binion's Horseshoe in downtown Las Vegas to owner MTR Gaming Group Inc. in March, Harrah's now owns the rights to the Horseshoe name in Nevada.

The expansion at Council Bluffs, a greyhound track and casino serving the Omaha area, will add 69 percent more casino space as well as 36 table games and a 20-table poker room "in keeping with Horsehoe's reputation for high-quality table game products," the company said.

Construction is expected to begin in February with completion scheduled for the first quarter of 2006.

Loveman said Harrah's will "actively examine additional opportunities to use this brand across the country and the world."

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