Harrah's Entertainment changing name
13th April, 2008
Harrah's Entertainment looks set to change its name to Caesars Entertainment Corporation following a proposal put forward by the casino company's board of directors.
The Las Vegas-based gaming corporation is one of the world's largest casino gambling enterprises, owning numerous hotel resorts and casinos brands which take in yearly revenues of over $7 billion (£3.5 billion).
Its board of directors is reportedly pursuing the name change in a bid to capitalise on the recognition enjoyed by the Caesars brand, as well as taking on connotations of opulence and world-class excellence.
"Adoption of the name Caesars Entertainment Corporation will provide our company with greater prestige and help attract strategic business partners as we pursue expansion opportunities in new jurisdictions," commented Gary Loveman, Harrah's chairman and president.
He added: "The change also reflects our evolution into a full-service entertainment company that offers a rich range of gaming and non-gaming amenities to our guests."
Harrah's currently owns and operates several casino gambling brands including Caesars, Paris, Bally's, Harveys and Flamingo.
The name change is now pending regulatory approval.
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