Saratoga Casino rebrands as competition looms

"We're going to have a completely different brand," said Rita Cox, spokeswoman. A re-branding typically means a new name, but Cox would only said it "may go as far as to include a new name." Details will be released in the coming weeks.

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The latest re-branding reflects a big shift in Saratoga's business model, including building a 117-room hotel, upscale steakhouse Morton's, ballroom, indoor pool and other amenities.

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If so, it would be the second name change since hundreds of video lottery terminals were installed at the harness race track 12 years ago. Then, the name was switched from Saratoga Equine Sports Center to Saratoga Gaming and Raceway.

It became Saratoga Casino and Raceway in January 2011 after state regulations were changed allowing so-called racinos in New York to brand themselves as casinos.

The latest re-branding reflects a big shift in Saratoga's business model, including building a 117-room hotel, upscale steakhouse Morton's, ballroom, indoor pool and other amenities.

The additions will broaden the market beyond those who go just want to bet on VLTs — which mimic slot machines — or harness races.

That's critical because Saratoga will have to compete with Rivers Casino & Resort just 25 miles away, a full-scale casino with 1,150 slot machines, 63 gaming tables with live dealers, hotel, steakhouse and ballroom opening in the first quarter of 2017.

The Schenectady casino could cut gambling revenue in Saratoga by 40 percent. With that threat looming, the owners of Saratoga Casino and Raceway pushed forward aggressively with the $40 million hotel expansion. The investment is more than what was spent to build the initial gaming floor in 2004 ($15 million) and an expansion in 2007 that included a nightclub and buffet (about $20 million).

"Our goal is to provide a total experience in a location that people can enjoy and can easily get to," Cox said.

Today, there are more than 1,700 VLTs, including new electronic poker and blackjack games with video screens that mimic live dealers. (Unlike Schenectady and the other three casinos that will open upstate, Saratoga cannot have live table dealers.)