Horseshoe Brand Comes To St. Louis As National Casino Marker Reshuffle Continues

Written By Derek Helling on February 14, 2022
Changes To Come In St. Louis Missouri Horseshoe Brand Comes As National Casino Marker Reshuffle Continues

If you’re a frequent guest at the Lumière Place Hotel & Casino in St. Louis, you won’t be much longer. Don’t worry, the property isn’t going anywhere. It’s merely going through a metamorphosis into the Caesars Horseshoe Saint Louis.

It’s part of a never-ending churning of gambling companies like Caesars trying to position themselves for optimum success in their markets. These rebrands range from mostly cosmetic to exhaustive overhauls.

The details of the Caesars Horseshoe Saint Louis remodel

According to Caesars, the remodel at the current Lumière should be complete within the first half of this year. The property’s general manager, Brian Marsh, spoke about the redesign.

“We’re thrilled to usher in a new era and bring the historic Horseshoe to St. Louis,” Marsh stated in a press release. “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.”

Speaking of poker, Caesars plans to retain the World Series of Poker-branded poker room on the property. The room’s size will stay the same as well. Among the updates are new slot machines and a completely renovated gaming floor interior.

While that might amount to nothing more than new carpet, lighting, and signage, there are sure to be some events celebrating the re-opening when the time comes. St. Louis isn’t the only place where Horseshoe is going to make an appearance soon, either.

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Horseshoe dropping dominoes in other places

Earlier this year, Caesars announced its plans for Bally’s in Las Vegas. It will rebrand that property to adopt the Horseshoe moniker as well.

In addition, that property will be the new home of the WSOP. It also brings the Horseshoe brand back to Vegas for the first time in almost two decades.

That set off somewhat of a chain reaction. The Bally’s Corporation had purchased the Tropicana, from Caesars, in Vegas last year. Shortly after Caesars’ announcement about the new Bally’s, it announced it would rebrand the Tropicana with its corporate name.

So, the new Bally’s will be different from the old Bally’s, which will be the Horseshoe, but not the old Horseshoe, which is now Binion’s. As you would expect, Binion’s Horseshoe had to drop that name when Caesars bought it. Caesars no longer owns it, though.

If it feels like it’s just a continual shuffling of brands and operators, that’s because the casino game can be exactly that. It all serves a purpose, though. It provides jobs and helps companies compete with each other to offer the greatest and latest.

In the latest update of that constant churning, casino patrons in St. Louis can look forward to some fresh accommodations.

Photo by STLJB /
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Derek Helling

Derek Helling is a lead writer for PlayUSA and the manager of BetHer. He is a 2013 graduate of the University of Iowa and covers the intersections of sports with business and the law.

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