$15m SugarHouse upgrades to include Rivers re-brand
Rush Street Gaming is to undergo a transformation within Pennsylvania, after announcing that its Sugarhouse Casino is to introduce a series of property upgrades later this year, which is set to include a re-brand.
Philadelphia’s first casino, which debuted in 2010, is to become Rivers Casino Philadelphia, representing a wide £15m reinvestment into the property, all of which is to be completed by local companies and contractors.
Among the planned upgrades is a new “state-of-the-art” permanent sportsbook and a new signature restaurant, in addition to an online casino experience that complements the brick-and-mortar operations.
These improvements, together with a previous $164m expansion three years ago, is said to continue a property wide transformation, bringing the establishment in line with other Rush Street properties.
Rush Street Gaming and its affiliates, which own and operate SugarHouse, currently have three other casinos in the United States operating under the Rivers Casino brand, in Pittsburgh, Pennsylvania, Des Plaines, Illinois and Schenectady, New York.
It is stressed that via the re-brand of SugarHouse, it will enable regional and national marketing efforts to promote one Rivers Casino brand across multiple markets and channels.
Greg Carlin, CEO of SugarHouse Casino and Rush Street Gaming, said of the change: “Since receiving our casino license in 2006, gaming in Pennsylvania has evolved tremendously.
“Keeping pace with the changing landscape has been paramount to our success. Creating a unified brand is another example of how we’re anticipating and responding to the competitive market for gaming.”
With its rebranding acknowledged at a recent Pennsylvania Gaming Control Board meeting, the physical transformation of the property is to occur over the next several months, including signage, gaming pieces and team member uniforms.
The organisation also stressed that players can “expect a seamless transition, expanded players’ club benefits and a 360-degree, full-service gaming experience—land-based, mobile and online”.
PlaySugarHouse.com will align with the Rivers brand later this year, with the advent of mobile sports betting and online gaming set to see its brand platform “enhance customer experiences throughout the Commonwealth and beyond”.
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- Rivers Casino Philadelphia
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