Binions stays in downtown Las Vegas

LAS VEGAS (AP) - Binion's Horseshoe hotel-casino has lost a bit of its identity.

The 54-year-old downtown landmark was renamed Binion's Gambling Hall and Hotel on Thursday.

The change comes after Harrah's Entertainment, which owns the rights to the Horseshoe name, stopped managing the property, taking the brand with it.

Harrah's purchased the Fremont Street property last year, but sold it to MTR Gaming Group of West Virginia.

Harrah's, the world's largest gambling company, had been running Binion's for MTR since April 1.

MTR plans to replace immediately old Horseshoe chips and table covers. Over the next 30 days the company will gradually remove the remaining traces of the Horseshoe name as it rebrands the property.

Binion's approximately 1,000 employees will receive new name badges this week, with new uniforms to follow over the next three to four months.

Exterior signage will also be changed over the next two to three months.

Harrah's crews will temporarily return to Binion's July 14-15 to stage the finals of this year's World Series of Poker. Harrah's also bought the rights to the lucrative event.

The popular gambling tournament has been synonymous with the downtown property since the Series' inception 35 years ago.

Harrah's will stage the bulk of this year's event at the Rio hotel-casino beginning June 2. At the request of Las Vegas Mayor Oscar Goodman, Harrah's will keep this year's finals downtown to coincide with the city's centennial celebration.

News Added: 11 March, 2005

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