Caesars Entertainment’s Lumière Place Casino & Hotel in Saint Louis, Missouri is set to become Horseshoe Saint Louis, the gaming giant announced on Monday. The rebranding will be part of a property transformation, expected to finalize in spring 2022.
The transformation process will include a renovated exterior with Horseshoe signage, and a new look for the casino floor, including updated carpeting and lighting, new slot options, and a brand-new Starbucks “coming later in the year,” according to a press release.
In keeping with Horseshoe’s style, described by Caesars as “classic sophistication,” the company’s design team will incorporate a handcrafted feeling with tooled leather, dramatic colors, and the brand’s signature gold horseshoe iconography. Additional details will be announced as the evolution progresses, the business announced.
Legendary casino brand Horseshoe is coming to Saint Louis as Lumière Place (@lumiereplace) Casino & Hotel begins a transformation into Horseshoe Saint Louis (@horseshoestl). The property evolution is expected to be finalized in spring 2022.— Caesars Entertainment (@CaesarsEnt) February 7, 2022
Details https://t.co/EQ4HjHRiDC pic.twitter.com/B44kaLV8RV
"We're thrilled to usher in a new era and bring the historic Horseshoe to Saint Louis," said Brian Marsh, General Manager of the property. "Horseshoe Saint Louis will bring a new look and introduce some exciting new gaming offerings for our guests. We couldn't be prouder to bring this legendary brand, known for poker and gaming, to our guests here at Lumière Place."
The Horseshoe Casino brand was launched in 1951, and is described by Caesars as “the home of the best odds, highest limits, and biggest jackpots.” It was “started by a gambler for gamblers” and its aim is to make a gaming experience “that is right for the gambler.”
The brand’s “spirit” is already alive in the property’s new WSOP Poker Room, which has 10 poker tables featuring Texas Hold’EM, Omaha and many others, with tournaments expected “to return in the near future.” According to Caesars, over the next several months, guests will begin to see “changes around the property”, with transformation completed this spring.
Lumière Place has a 75,000-square-foot casino, slot machines, table games, and the aforementioned WSOP poker room. The resort also features several dining options and the Lumière Link, a 400-foot tunnel featuring two sections of moving walkway that provide “an easy and secure pedestrian link” between St. Louis’ central business district, the Lumière Place resort, and the Mississippi Riverfront.
Join us in saying #HelloHorseshoe as we announce the rebrand and renovation of the iconic Bally’s Las Vegas to Horseshoe Las Vegas beginning Spring 2022 ✨— Bally's Las Vegas (@Ballysvegas) January 26, 2022
For more details https://t.co/lz2mNvfR91 pic.twitter.com/SwMZ1i6YXM
The Missouri property is not the only Caesars venue to rebrand into Horseshoe. Bally’s Las Vegas is set to launch a transformation process in the spring of 2022, including renovated exterior, new entertainment and food options, and a redesigned casino floor and public areas.
As part of the transformation, the venue will be renamed Horseshoe Las Vegas. Additionally, the World Series of Poker will see a Vegas Strip debut at the casino by summer 2022, with more details to be announced as the evolution progresses, Caesars announced late January.