Harrah’s to rebrand Caesars Indiana as a Horseshoe property

Thursday, Aug. 18, 2005 | 11:09 a.m.

Harrah's Entertainment Inc. intends to rebrand Caesars Indiana as a Horseshoe casino as part of an upgrade of dining and entertainment offerings at the property.

The company also is considering adding other amenities to the property, which was acquired when Harrah's purchased Caesars Entertainment Inc. in June. The conversion process is expected to take a year or more. The cost of the conversion has yet to be determined.

The dining and entertainment upgrades will bring the property up to par with existing Horseshoe casinos, the company said.

"We simply felt that the Horseshoe brand was a better fit for this location and the customer base here," Harrah's spokesman David Strow said.

Harrah's bought the Horseshoe chain of casinos in Indiana, Louisiana and Mississippi. It is also converting the Bluffs Run Casino in Council Bluffs, Iowa to a Horseshoe casino by early 2006.

"We are very actively examining our properties and determining which brands are appropriate for our properties," Strow said. "These decisions will be ongoing for some time to come." The company intends to focus on three primary brands: Harrah's, Caesars and Horseshoe.

Harrah's still hasn't decided what brand to use at its Bally's casino on the Las Vegas Strip. The company expects to pursue a major redevelopment of the property that will include a new name.