Cleveland Casino Closes For 40 Hours to Finish Rebranding

Casino operator Jack Entertainment, previously known as Rock Gaming is rolling out its new branding across its casino locations in Cleveland.

The company’s Horseshoe Casino which is located in downtown Cleveland will be shut for 40 hours in order to undergo its transformation of being turned into the new Jack Cleveland Casino.

The casino will be closed from midnight May 9 until mid-afternoon on May 11.

The transition is part of the revamp program announced earlier in February by the company’s CEO Mark Cullen. The Rock Gaming was renamed as Jack Entertainment Inc in February and the rebranding plan is to ensure that all casino facilities owned by the erstwhile Rock Gaming will be rebranded to the new Jack Entertainment brand. This includes the two facilities in Cleveland USA. The ThistleDown Racino will be named Jack ThistleDown Racino while the Horseshoe Cleveland will now be known as the Jack Cleveland Casino.

The renaming exercise was initiated after owner Dan Gilbert chose to separate from partner Caesars Entertainment and assumed day-to- day operations of all casinos. The rebranding transition began mid-April when the outdoor signage for the downtown casino was removed and replaced by new signs bearing the name JACK. Awnings and flags were also replaced with the new corporate colors.

The ThistleDown racino’s transition to Jack Thistledown took a shorter time and was completed within 28 hours. The Horseshoe needed more time as it is a larger casino with a higher number of gaming tables and related supplies. All accessories including cards, chips, table covers will now carry the new logo or have references to the horseshoe theme.

During the closure, the internal gaming and other systems from Caesar’s Entertainment will be transferred to Jack Entertainment. Casino executives have said that state-of- the-art technology in the casino facilities and its slot products would be introduced over time to improve the gaming experience in both casinos.

The casino chose the dates carefully, planning it on days when neither its basketball team, the Cleveland Cavaliers nor its baseball team, the Cleveland Indians would be in town. This ensures that the casino does not lose the opportunity to host sporting fans during a game.

The casino’s existing loyalty program TotalRewards which was earlier operated by Caesar’s Entertainment is also set to be replaced by a new system called ClubJACK. Credits in TotalRewards will be given equal value in the new program and will continue to be accepted in properties owned by Caesars.