Bally's Las Vegas completes major milestone in Horseshoe rebrand through the removal of its iconic letters
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The letters spelling “Bally’s” from the outside of the historic Strip hotel-casino Bally’s Las Vegas were removed on Monday, a major milestone in the property’s rebranding into Horseshoe Las Vegas. The venue’s transformation was first unveiled by Caesars Entertainment in January this year, and will also include new entertainment and food and beverage options, a redesigned casino floor and public areas, and more changes.
Some seventy years after the first Horseshoe Casino emerged in Downtown Las Vegas, the brand is now making a comeback, although now at the center of the famous Strip. Bally’s Las Vegas first opened as the MGM Grand Hotel back in the 1970s –among the world’s largest hotels at the time–, and after a major fire in the 1980s, it was then rebuilt and purchased by Bally Manufacturing in 1986, seeing its name change in the process.
A new rebrand is now set to transform the venue once again, as Bally’s Las Vegas will pave the way for the reintroduction of the Horseshoe brand to the gambling mecca. In an effort to keep with Horseshoe’s “classic sophistication,” the design team will incorporate a handcrafted feeling with tooled leather, dramatic colors, and the brand’s signature gold horseshoe iconography. Work on the resort and casino is expected to be finished by the end of the year.
The transformations are being carried out over time, ensuring the casino does not disrupt its operations during its transition. At a coveted location for gaming, Horseshoe Las Vegas will occupy the 50-yard-line of the Las Vegas Strip at the corner of Flamingo Rd. “2022 starts a new era for the Caesars Entertainment empire in Las Vegas, one being heralded by the return of Horseshoe,” Sean McBurney, Regional President of Caesars Entertainment, said in January.
As part of the transformation, Caesars officials announced in July that the upcoming Horseshoe Las Vegas will feature an all-ages video game arcade in its former sportsbook space. The project, called Arcade, is set to open at some point this fall, although no official date was confirmed at the time of announcement. The Arcade is one of several projects associated with the makeover, and follows the recent addition of Jack Binion’s Steak.
Caesars Entertainment stated Arcade will have more than 80 games, ranging from classics to new releases, in a 7,000-square-foot space on the first level of the property near the food court. Sportsbook customers will be able to continue using the Caesars Sportsbook app, and a new counter will be installed at the Horseshoe Las Vegas.
Bally’s Las Vegas deepened the Horseshoe connection this year by hosting the World Series of Poker for the first time along with its next-door sister property Paris. The latest edition of the world-famous poker tournament was held from May 31 - July 19.
