Casino Windsor to Become Caesars
(which is itself part of Harrah’s Entertainment) -- will leverage the renowned gaming name brand to hopefully drive more business to the casino.
The beleaguered Casino Windsor is looking to improve its luck with a deal to become a Caesars in early 2008. The property has been suffering since nearby Detroit opened a trio of casinos, as well as from a tightening of the American- Canadian Border since the terrorist attacks in the United States in September 2001 and a ban on smoking last summer that forced the casino to lay off more than 300 employees in July.
The agreement was signed with the OLG to re-name Casino Windsor to Caesars Windsor following a C$400 million ($347.3 million) expansion that will include a new 22-story hotel tower and 5,000-seat entertainment center.
The announcement was during this week’s unveiling of Casino Windsor’s new 9,545-square-foot Rotunda. The two-level Rotunda, topped by a six-story dome with soaring skylights, opens onto the casino’s newly renovated main gaming floor and serves as the property’s town square. With carved archways, Romanesque sculptures and marble columns, the Rotunda draws its inspiration from the vitality of the great Italian piazzas and incorporates architectural and design elements consistent with the Caesars brand.
When re-branded in 2008, Caesars Windsor will also offer customers an expanded selection of table games. Additionally, the existing 389-room hotel tower will be upgraded to meet Caesars’ standards, giving the property nearly 800 four-diamond hotel rooms when the renovation and expansion is completed.
“We are bullish about the prospects of growing the casino’s business among players in the Detroit market and in neighboring states,” said Charles Atwood, vice chairman of the board, Harrah’s Entertainment. “Combining the Caesars brand and unmatched amenities will inspire customer loyalty among players seeking the region’s best casino experience.”
In independent research conducted with casino customers throughout North America, Caesars is consistently rated as the most recognized and respected brand in casino entertainment.
“Caesars Windsor will set a new standard for casinos in the Windsor-Detroit area,” said Windsor West Ontario Cabinet minister Sandra Pupatello. “The provincial government investment in this upscale entertainment venue will create new jobs and help attract more tourists to Windsor.”
Dwight Duncan, MPP Windsor-Tecumseh, added, “Caesars Windsor will assume an even greater role as an economic engine for the city of Windsor and for the province.” Casino Windsor attracts approximately 4.5 million visitors annually and has created 15,000 direct and indirect jobs since it opened in 1994. Hundreds of new jobs will be added at the casino when the hotel tower and entertainment center expansion is completed.
Along with the Caesars re-branding, Casino Windsor will, upon the receipt of all required regulatory approvals, introduce several new customer service and marketing programs, including Total Rewards®, the casino industry’s first and most successful customer loyalty program. Total Rewards is consistently rated one of the top relationship-marketing programs in any industry.
With a launch expected in the second quarter of 2007, Total Rewards will allow Casino Windsor customers to earn Reward Credits based on how much and which games they play. The Reward Credits can be redeemed for meals, merchandise, trips, concerts and other benefits at Casino Windsor, as well as any other casino operated under the Harrah’s, Caesars, Horseshoe, Harvey’s, Rio, Paris and Showboat brand names, including resorts in Las Vegas, Lake Tahoe, Atlantic City and New Orleans.
These enhancements complement several new additions unveiled at Casino Windsor earlier this year, including Legends Sports Lounge. Legends Sports Lounge features sports wagering on American football, baseball and college football and international hockey with higher wagering limits and expanded options not available at Ontario lottery dealers. The lounge also has the longest sports ticker in Canada, 36 video displays, three distinct seating areas for more than 170 customers. Casinos in the United States outside of Nevada do not allow sports gambling, so the sports book is a unique amenity for the Detroit-Ontario gaming market.
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