Hail Caesar

Apr 15, 2008 7:00 PM

by Ray Poirier | It started 70 years ago when gambling legend Bill Harrah named casinos after himself.

It is coming to an end (almost) when Harrah’s Entertainment Inc. receives regulatory approvals to change its name to Caesars Entertainment Corp.

Some have suggested that Caesars is such a brand powerhouse that Harrah’s Entertainment should have changed its name three years ago when it laid out some $9 billion to acquire the company.

But the "Harrah’s" and "Binion" brands, the latter acquired with the purchase of the house that Benny Binion built in downtown Las Vegas, will be utilized in various locations. Harrah’s sold the Binion’s property but kept the brand name.