Coming rebrand for Missouri’s Lumiere Place Casino and Hotels

American casino operator Caesars Entertainment Incorporated has announced that its Lumiere Place Casino and Hotels property in the state of Missouri will soon be rebranded as the Horseshoe Saint Louis.

The Las Vegas-headquartered firm used an official Monday press release to detail that it expects to have finalized the downtown St Louis facility’s transformation in the spring via the unveiling of a renovated exterior complete with fresh signage. The company stated that this process is to also include ‘a new look’ for the property’s 75,000 sq ft casino floor encompassing ‘updated carpeting and lighting, new slot options and a brand-new Starbucks’ before the year is out.

Renowned reputation:

Caesars Entertainment Incorporated declared that the Horseshoe brand has been synonymous with ‘the best odds, highest limits and biggest jackpots’ since 1951 and is already utilized by many of its regional properties including the Horseshoe Tunica, Horseshoe Bossier City and Horseshoe Council Bluffs venues. It explained that it is responsible for the Lumiere Place Casino and Hotels under a 2020 lease-back deal inked with Gaming and Leisure Properties Incorporated with the development located along the banks of the Mississippi River having moreover recently premiered a dedicated ten-table and WSOP-branded poker room.

Earnest embodiment:

Brian Marsh serves as the General Manager for the Lumiere Place Casino and Hotels and he used the press release to pronounce that his enterprise will be looking to honor the ‘classic sophistication’ of the Horseshoe brand by incorporating ‘a hand-crafted feeling with tooled leather, dramatic colors and the signature gold horseshoe iconography’ into all of its remodelled areas. He went on to note that ‘additional details will be announced as this evolution progresses’ although patrons should begin to see changes ‘over the next several months’ before the entire project is completed ‘this spring’.

Read a statement from Marsh…

“We’re thrilled to usher in a new era and bring the historic Horseshoe brand to St 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 Lumiere Place Casino and Hotels.”

Admirable attraction:

Opened in December of 2007 just a few hundred meters from the iconic Gateway Arc memorial, the Lumiere Place Casino and Hotels furthermore already offers several restaurants along with its 400-foot Lumiere Link moving walkway to transport guests between its doors and St Louis’ central business district. For those guests who want to stay over and the Missouri facility additionally plays host to the newly-renovated HoteLumiere at The Arch in addition to the 200-room Four Seasons Hotel St Louis.