Harrah's undergoing name change

Harrah's Las Vegas

Harrah's Entertainment Inc. may soon be known as Caesars Entertainment Corporation if the company board of director's plan is approved.

Harrah's announced today its board had approved the name change and it is now pending regulatory approval.

"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," said Gary Loveman, Harrah's chairman, president and CEO.

"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."

According to a Harrah's press release, the name change is designed to capitalize on the high international name recognition enjoyed by the Caesars brand and to appeal to customers attracted by its connotation of opulent luxury and world-renowned entertainment, dining and shopping options.

Harrah's owns and operates several casino brands including Harrah's, Harveys, Caesars, Paris, Bally's, Flamingo, Rio and more.

In its announcement, the company said Harrah's will continue to be one of its three primary casino brands, along with Caesars and Horseshoe. The name change also won't alter the company's culture or its adherence to a Code of Commitments that governs its relationship with employees, customers and communities.

"Our employees will remain dedicated to the innovation, customer-service excellence and corporate citizenship that have been hallmarks of our company for decades," Loveman said. "But this re-branding of the corporate name can open exciting new opportunities for us in the future."

Harrah's was created in Reno, Nev., more than 70 years ago when Bill Harrah opened up a bingo parlor. It has since grown to be the world's largest provider of branded casino entertainment.

The company now owns and manages casinos on four continents and operates the annual World Series of Poker (WSOP) at the Rio in Las Vegas.

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