Horseshoe Casino Brand Making Colorado Debut Friday

Posted on: July 28, 2022, 02:12h. 

Last updated on: July 28, 2022, 03:20h.

Todd Shriber @etfgodfather Read More

Expertise: Financial, Gaming Business, Mergers and Acquisitions.

Caesars Entertainment’s popular Horseshoe brand makes its debut in Colorado on Friday, marking the transition from Isle Casino Hotel Black Hawk.

Caesars’ venue in the Colorado gaming town will be known as Horseshoe Black Hawk. The Nevada-based gaming company announced plans to rename the venue in March.

Look out, Black Hawk. A legend is arriving this Friday, July 29. We couldn’t be any more excited to make Colorado a new home for the legend that is Horseshoe,” said the casino on its Twitter feed.

The Isle opened in late 1998, and at that time, it was the biggest casino-hotel in Black Hawk, Colo. It’s located next to its sister property — the Lady Luck Black Hawk. Both properties joined the Caesars portfolio by way of the 2020 acquisition by Eldorado Resorts that created “new Caesars.”

More Than Just Name Change

In addition to the move to the Horseshoe name, Caesars’ Colorado casino is rolling out a new exterior, refreshed guestrooms, and an enhanced gaming area, which includes a World Series of Poker (WSOP) poker room.

Caesars’ efforts to bolster what will soon be known as Horseshoe Black Hawk could pay dividends. That’s because Colorado’s casino landscape is changing, including increasing competition in Black Hawk.

Monarch Casinos’ eponymous, newly enhanced venue in that town is ramping up and is viewed as arguably the most posh of the gaming properties there. In the wake of changes to the state’s gaming laws, Colorado operators are looking to keep more locals staying at in-state casinos, while luring higher- end clients that are likely to stay for multiple nights. New or improved venues help with those objectives.

In November 2020, Colorado voters approved the end of the $100 cap on table game wagers. They also allowed the addition of new games, such as baccarat and pai-gow tiles. Analysts believe those moves could lure a higher-end clientele to the state’s casinos, create more overnight business, and keep more of the state’s gamblers home and away from Las Vegas.

Expect More Horseshoes

The Black Hawk casino will be the sixth Horseshoe venue in the Caesars portfolio. But the operator isn’t stopping use of the iconic brand there.

A refresh of the Lumière Place Casino and Hotel in St. Louis will result in that venue becoming a Horseshoe casino-hotel. Bally’s on the Las Vegas Strip will also soon bear the Horseshoe name.

Harrah’s Entertainment acquired the Horseshoe gaming brand in 2004 as part of a $5.2 billion acquisition of Caesars and Binion’s Horseshoe in downtown Las Vegas. That venue opened seven decades ago, confirming the Horseshoe brand is among the most venerable in the Sin City casino gaming scene.