Trump announces plans to rebrand casinos

16.05.2006, Lesen Sie hier den Bericht über «Trump announces plans to rebrand casinos».

Its CEO oulined a renovation plan for the company’s three aging casinos (US).- Trump Entertainment Resorts will try to capitalize on the distinctive style of each casino to lure an array of gamblers and revive a fading brand name, its top executive told during a gaming conference held last week in Las Vegas.

“We all know that the Trump brand and Trump casinos have suffered over the years,” said James B. Perry, a veteran gaming executive who took over as Trump’s president and chief executive officer last July.

Perry outlined a post-bankruptcy rebuilding plan for the company’s three aging casinos that includes badly needed upgrades, expansion projects and a branding campaign designed to restore luster to the Trump marque.

Trump Entertainment had previously announced the renovation and expansion plans as part of its exit from Chapter 11 bankruptcy protection last year. But in remarks Wednesday to a Jefferies & Co. gaming conference, Perry provided new details about the reposi“tioning of Donald Trump’s casinos to serve different segments of the market.

The flagship Trump Taj Mahal Casino Resort will target high-end gamblers in a head-to-head battle with the swanky Borgata Hotel Casino & Spa. Perry noted that this is an attempt to recapture the premium customers who left the Taj Mahal for Borgata after the Las Vegas-style megaresort opened in 2003.

Improvements to the Taj Mahal include a us$ 250 million expansion project that will add an 800- room hotel tower. Pending final regulatory approvals, construction of the tower will get under way in June and be completed by summer 2008.

The Taj Mahal’s main entryway, a long corridor decorated in loud pink and purple hues, will get a us$ 25 million makeover featuring earth tones, upgraded bathrooms and a retail store for Donald Trump’s personal line of clothing, cologne and other products. Perry compared the entryway’s current spartan appearance to a New Jersey Turnpike rest stop. “We’re trying to change that to create a sense of arrival,” Perry said.

Trump Plaza Hotel and Casino, Trump’s other Boardwalk property, will receive a facelift to update its 1980s-era decor. Perry said the casino will have an “edgy, urban” feel that should appeal to New York gamblers.

Construction will begin this fall on a new facade for the Plaza’s Boardwalk entryway. Longer-term plans include a new hotel tower on adjacent land and the possible demolition of the Plaza’s East Tower to create room for a new, freestanding casino hotel.

The final piece of the company’s turnaround strategy includes a new image for Trump Marina Hotel Casino. Trump Marina will now take advantage of its bayfront location to create a more laid-back atmosphere for suburban gamblers from New Jersey, Pennsylvania and New York, Perry said.

Larry Klatzkin, casino analyst for Jefferies & Co., said Trump Entertainment appears to be on the threshold of a recovery similar to the one Perry engineered at Argosy Gaming. Perry served as president and CEO of Argosy, a riverboat casino operator in the Midwest and South, before retiring in 2003. He came out of retirement to take charge at Trump. “He’s now in another opportunity with Trump ... to do a turnaround,” Klatzkin said Press of Atlantic City

Über Glücksspiele Las Vegas - Gambling in Las Vegas:

Las Vegas liegt im Westen der USA im Bundesstaat Nevada und ist das Glücksspiel-Paradies von Amerika.

Las Vegas hat rund 100 Spielcasinos. Im Bundesstaat Nevada sind sogar über 300 Spielcasinos registriert. Die grössten Casinos sind das Bellagio, Caesars Palace, Venetian / Palazzo, Wynn / Encore, MGM Grand, Mandalay Bay.

Weitere bekannte Casinos sind das Mirage, frühere Heimat von Siegfried und Roy, das Luxor in Form einer Pyramide oder das Casino Rio All-Suite Hotel and Casino, in welchem jährlich die Pokerweltmeisterschaft (World Series of Poker WSOP) durchgeführt wird.

Die bekanntesten zwei Strassen sind der Las Vegas Boulevard, welcher auch als Las Vegas Strip bezeichnet wird. Daneben ist die Fremont Street eine gut besuchte Casino-Meile, wo beispielsweise das legendäre Casino Binion's (vormals Binion's Horseshoe) seine Spiele anbietet.

Las Vegas erstreckt sich über eine Fläche von 340 km2 und hat rund 650'000 Einwohner.

--- Ende Artikel / Pressemitteilung Trump announces plans to rebrand casinos ---


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