Missouri Casino to Become Horseshoe Saint Louis In Rebranding

Missouri Casino to Become Horseshoe Saint Louis In Rebranding
By Jim Tomlin

The famed Horseshoe Casino name is coming to St. Louis soon.

Caesars Entertainment announced Monday that it is rebranding the Lumiere Place Casino & Hotel to become Horseshoe Saint Louis as part of a renovation project.

Lumiere Place is one of four commercial casinos in the St. Louis market and one of 13 Missouri casinos, which recorded $163.3 million in revenue for December and $949.3 million in the first half of the 2021-22 fiscal year.

"We're thrilled to usher in a new era and bring the historic Horseshoe to Saint Louis," Brian Marsh, General Manager of the property, said in a media 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 Lumiere Place."

The project – to be finished in the first half of 2022, according to the release – will include a redone exterior, new slot machines, an updated look for the casino floor and other touches, incorporating the new brand’s golden horseshoe logo.

According to the casino’s website, Lumiere has a 75,000-square-foot gaming space with slots and table games, plus a dedicated WSOP poker room. There are several restaurants on the premises and the Four Seasons Hotel St. Louis is part of the Lumiere Place complex.

In the most recent Missouri casino revenue report, Lumiere Place recorded $12.5 million in total adjusted gross revenue for December, in the middle of the pack for the state and last among the St. Louis market’s four casinos.

Extension of Horseshoe Brand

The Horseshoe name is well-known in casino circles. The first World Series of Poker took place at the Horseshoe in Las Vegas more than 50 years ago.

And this year’s WSOP will take place at a newly branded Horseshoe Las Vegas. That facility, also owned by Caesars, is changing its name from the Bally’s Las Vegas casino.

There are Horseshoe facilities in Baltimore and Indianapolis as well as the soon-to-be rebranded Las Vegas casino, plus casinos in Iowa, Mississippi and Louisiana.

No Momentum For Online Casinos; Sports Betting Efforts Continue

There are no real money online casino options in Missouri and there has been little movement toward adopting them.

Online sports betting, however, is another matter.

The Show Me State has had efforts for several years to try to get sports betting legalized. And state Rep. Jim Murphy recently pre-filed HB 2144, one of a handful of bills aimed at getting sports betting launched in Missouri.

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Jim Tomlin has more than 30 years of experience in sports journalism as an editor and writer. He has covered pro and college sports from football, baseball, basketball, soccer, golf, motorsports and more for publications such as the Tampa Bay Times, SaturdayDownSouth.com, SaturdayTradition.com and FanRag Sports. He now lends his expertise to TopUSCasinos.com, among other duties.

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