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Harrah's Casino May be Renamed

LOUISIANA – As reported by the Louisiana Times-Picayune: "The once troubled and now thriving Harrah's New Orleans Casino might get a new name.

"As part of Harrah's Entertainment Inc.'s effort to re-brand its properties after the acquisition of Caesars Entertainment Inc., the name of the Canal Street casino might change to The Rio.

"…With the Harrah's New Orleans hotel opening in the winter, the Fulton Street dining and entertainment district opening in fall 2006 and the entertainment zone on the second floor of the casino sometime in 2007, Harrah's executives think the casino might not be the best fit with the middle-class baby boomer brand name of Harrah's.

"Harrah's currently uses the Rio name only at its Rio All-Suite Hotel & Casino in Las Vegas. The brand has long been under Harrah's control.

"The Rio was built as a 'sexy, late night, exotic' kind of resort, [Gary Loveman, Harrah's chairman and chief executive officer,] said, that is known for its 'edgy nightlife, wide variety of entertainment offerings and distinctive suite hotel product' and tends to attract a younger demographic than the company's other brands…"

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