JACK Cincinnati Casino opened its doors
The region's dominant casino, which closed late Monday, reopened in the afternoon under its new moniker. Workers on Tuesday spent hours switching out hundreds of old "Horseshoe" logos from slot machines, gambling tables, dice and internal signage. The name change was an elaborate process in part because slots, dice and cards must be inspected before they are put in play to meet regulatory standards.
Casino owner Dan Gilbert announced the brand name change early this year as his company moved into active management of his budding gambling empire. His gambling arm, Rock Gaming, also changed its name to Jack Entertainment earlier this year. The Detroit mogul is best known as the owner of Quicken Loans and the Cleveland Cavaliers.
Jack Entertainment said it was spending $40 million to rebrand ThistleDown Racino and Horseshoe Cleveland as well as Greektown Casino in Detroit.
The company's other properties in Ohio have already changed their names. Gilbert bought out former operating partner Caesars Entertainment in 2015 and decided to assume day-to-day operations of its gambling properties.
The Horseshoe brand belongs to Caesars Entertainment that was tapped by Gilbert after successfully campaigning in 2009 to get Ohioans to approve a constitutional amendment to legalize casinos. Knowing the properties in Cincinnati and Cleveland would compete with Penn National's Hollywood brand casinos, Caesars agreed to use its Horseshoe brand in Ohio.
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