Thursday 5. November, 2015

Australia’s Echo Casinos to Be Rebranded

Echo Entertainment will rebrand its casino complexes around Australia in a move to establish itself against James Packer’s Crown Resorts as the best integrated casino resort operator in Australia.

Jupiter’s Hotel and Casino on the Gold Coast will become the The Star, Gold Coast in the second half of next year while the Treasury Casino and Hotel in Brisbane will be rebranded as The Star, Brisbane.

The Treasury is being redeveloped in a $2 billion project at Queen’s Wharf and will become an integrated resort precinct with a Ritz Carlton hotel. The development is expected to become operational in 2022, but it will already be rebranded from the middle of next year.

The Jupiter’s rebranding will come at the same time as a $345 million upgrade that is expected to result in a casino that looks significantly different to the current casino.

Matt Belier, Chief at Echo stated that the rebranding is more than just a name change.

“It makes sense to have a single brand identity that people can connect with,” he explained at the annual general meeting held at The Star in Sydney.

“These are both physical and cultural transformations. It marks a step change in the way we intend to operate… and ensure gold-star delivery through our property offerings and guest services.”

The new Gold Coast property is expected to appeal to VIPs, shifting the company’s high-end customers from Sydney to the Gold Coast. The room renovations are expected to be completed by September, followed by the final three floors.

The Star, Sydney will be rebranded in March. Echo hopes to complete its rebranding and VIP expansions before James Packer opens his new casino across the harbour from The Star in Sydney at the end of 2020.

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