Caesars Entertainment to Transform Bally’s Las Vegas Into Legendary Horseshoe Brand

February 8, 2022

Caesars Entertainment is gearing up to bring a renowned casino brand to the heart of the Las Vegas Strip this year. Starting this spring, Bally’s Las Vegas will begin its transformation into Horseshoe Las Vegas, an iconic, historic brand originally created by gambling magnate Benny Binion more than 70 years ago. 

The multimillion-dollar project, which will take place in stages, will include a renovated exterior, new entertainment and food and beverage options and a reimagined casino floor and public areas. In keeping with the classic sophistication the Horseshoe brand is known for, the gambling-centric property will sport a handcrafted feeling, complete with tooled leather, dramatic colors and signature gold horseshoe iconography. 

“Since 1951, Horseshoe Casinos have been home to the best odds, highest limits and biggest jackpots, so it’s fitting that we bring Horseshoe back to Las Vegas, and right on the Las Vegas Strip,” said Jason Gregorec, senior vice president and general manager at Caesars Entertainment, the largest casino-entertainment company in the U.S. 

He continued, “Holding to the Horseshoe tradition of providing impeccable service, our guests will see the property transform over time, ensuring we aren’t disrupting the excitement while we make the transition.” 

Additional details will be announced as the project progresses, but so far there are no plans to remodel or expand the property’s more than 150,000 square feet of meeting and convention space, according to Caesars officials. 

Bally's Las Vegas meeting space

The Horseshoe rebrand is just the latest in a series of Caesars resort re-imaginings, including a new entrance to Caesars Palace, multimillion-dollar investments in casino floor and gaming technology across the properties and successful partnerships with world-class entertainers and restaurateurs. 

Created by a gambler for gamblers, the Horseshoe brand—acquired by Caesars (then Harrah’s Entertainment) in 2004—has since expanded to markets across the country, including Baltimore, Indiana, Louisiana and Mississippi, but never strayed from its heritage of no-limit betting. 

According to Caesars officials, that spirit will come alive this summer as Caesars Entertainment’s World Series of Poker moves to the Strip for the first time, taking place at the Horseshoe and Paris Las Vegas May 31–July 19, just as construction begins at the Horseshoe. The very first WSOP was held at Binion’s Horseshoe in downtown Las Vegas in 1970.  

Bally’s transformation into Horseshoe Las Vegas should be complete by the end of 2022, according to Caesars officials.

“Bringing the Horseshoe brand back to life in Las Vegas allows us to celebrate both our history and our future,” said Sean McBurney, regional president of Caesars Entertainment. “2022 starts a new era for the Caesars Entertainment empire in Las Vegas, one being heralded by the return of Horseshoe.”

  

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.