Lumière Place casino changes name to Horseshoe St. Louis
ST. LOUIS — Lumière Place Casino & Hotel in downtown St. Louis is rebranding as the Horseshoe St. Louis, officials announced Monday.
Owner Caesars Entertainment Inc. said it will begin to change signage and update the casino floor with new slot options, carpeting and lighting by this spring. A new Starbucks is expected to open later this year, according to a release.
The company also began rebranding its Bally's hotel-casino in Las Vegas to Horseshoe late last month.
The Horseshoe brand launched in Las Vegas in the 1950s and was later acquired by an early iteration of Caesars in the early 2000s. Caesars operates six Horseshoe casinos, including in Baltimore, Indiana and Mississippi. Caesars bought Lumiere, located near the Mississippi Riverfront, in 2018.
Caesars could be consolidating brands to better leverage its customer loyalty program, said Dan Wasiolek, a senior equity analyst at Morningstar Inc. With fewer brands, it's easier for customers to remember which hotel-casinos belong to Caesars.
The company has the No. 1 loyalty program in the industry with over 60 million members. MGM Resorts' program is No. 2 with about 35 million members, Wasiolek said.
Lumiere reported $12.5 million in revenue in December, the latest available month of data, according to the Missouri Gaming Commission. It marked a 9.2% decline from the same period in 2020, data show.
The Nevada-based company operates the Caesars, Harrah's, Horseshoe and Eldorado brands.