Harrah’s Entertainment, Inc. announced today, April 9, that its board of directors has approved a plan to change the company’s name to Caesars Entertainment Corporation, pending regulatory approvals.
The name change is designed to capitalize on the high international name recognition enjoyed by the Caesars brand and to appeal to customers attracted by its connotation of luxury, opulence and world-renowned entertainment, dining and shopping options.
“Adoption of the name Caesars Entertainment Corporation will provide our company with greater prestige and help attract strategic business partners as we pursue expansion opportunities in new jurisdictions,” said Gary Loveman, Harrah’s chairman, president and chief executive officer. “The change also reflects our evolution into a full-service entertainment company that offers a rich range of gaming and non-gaming amenities to our guests.”
We don't know yet whether this corporate change means that any of the Harrah's/Caesars Atlantic City casinos — Bally's, Harrah's, Caesars and the Showboat/House of Blues — will have a name change.