Cincinnati Horseshoe Casino getting a new name

The Horseshoe Cincinnati is getting a new name: Jack Cincinnati Casino.

The change will take place in June, according to Jack Entertainment president Mark Dunkeson.

Jack Entertainment formerly was known as Rock Gaming, which last year exercised its option to take over management of its gambling properties from Caesars Entertainment, which filed for Chapter 11 bankruptcy in January 2015.

The Cincinnati casino opened in March 2013 and reported $196.5 million in gambling revenue last year.

Jack Entertainment said it is spending more than $40 million on the rebranding effort. It also plans to make some changes at the downtown Cincinnati business.

“The Cincinnati property is a beautiful facility,” Dunkeson said Tuesday on a conference call. “There are some changes that are still being worked out there on the food-and-beverage and restaurant concept side.

“We’re already lining up a very strong entertainment calendar for the summer. Our brand will be very entertainment focused.”

Dunkeson said the new company’s philosophy would be “a little more approachable, maybe a little looser and a little more fun with a little bit of escapism. That will permeate because that’s how we run all our companies.”

The Cincinnati casino features 123 table games and 1,969 slot machines. The slots brought in the majority of its revenue last month — $10.3 million of $15.4 million.

Jack Entertainment also owns casinos in Cleveland and Detroit, a racino in suburban Cleveland, and Turfway Park, a thoroughbred race track in northern Kentucky.

Thistledown, the Cleveland-area racino, will be the first property to change names. That will happen March 9 and is part of a $70 million renovation at the property.

Jack’s new loyalty card program called ClubJack will include four levels and allow customers to build up points to earn trips to destinations such as Las Vegas and the Caribbean.

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