WHAT’S IN a name? Plenty, if you’re a casino looking to expand your business.
On Friday, what has been Harrah’s Chester Casino and Racetrack since its 2006 opening will officially be rebranded Harrah’s Philadelphia. (Its website already was calling it that on Tuesday.)
“The [new name] is to complement the changes and evolution we’re bringing to the property,” said Ron Baumann, the gambling den’s senior vice president and general manager, in reference to in-the-works upgrades of amenities including dining and entertainment. The rebranding is also a strategy to expand Harrah’s marketing footprint.
“We’ve been a great ‘locals’ casino. Now we want to expand that outreach to other customers,” said Baumann. “Now, when people come to Philadelphia and ask, ‘Is there a Harrah’s in Philadelphia?’ the answer has to be ‘Yes.’”