The company that operates the Harrah's brand, known today as Harrah's Entertainment, was formerly known as Promus.
Understanding the Renaming of Harrah's
Before it became the prominent casino and hotel operator recognized globally, the corporate entity that would evolve into Harrah's Entertainment underwent a significant rebranding. This change marked a pivotal moment in the company's history, solidifying its identity within the competitive hospitality and gaming industry.
The transition from Promus to Harrah's Entertainment occurred in 1995. This renaming was more than just a change of title; it heralded a new era of strategic growth and development for the company. The rebranding aligned the corporate identity more closely with the well-known Harrah's brand, which had already established a strong presence in the gaming sector.
The Evolution from Promus to Harrah's Entertainment
The transformation from Promus to Harrah's Entertainment was a key step in shaping the modern enterprise. Following this corporate renaming, the company embarked on ambitious projects to enhance its properties and expand its footprint.
For instance, just a year after adopting the new name, the company initiated a substantial $200 million renovation and expansion of its Las Vegas property. This multi-phase project significantly boosted the property's offerings. The initial phase of this extensive undertaking saw the grand opening of a 10,000 square foot (930 m2) casino addition in October 1996, showcasing the company's commitment to growth and an improved guest experience under its new identity.
The table below summarizes the key aspects of this corporate evolution:
| Entity Name | Period/Event | Key Development |
|---|---|---|
| Promus | Pre-1995 | Original corporate name before the rebranding. |
| Harrah's Entertainment | 1995 Onwards | The new name adopted by the company, reflecting its focus on the Harrah's brand. |
| Las Vegas Property Development | 1996 | Commenced a $200 million renovation and expansion; first phase (10,000 sq ft casino addition) opened October 1996. |
Impact of the Renaming
The shift from Promus to Harrah's Entertainment was instrumental in consolidating the company's brand image and streamlining its strategic vision. This clearer identity facilitated subsequent growth, acquisitions, and the expansion of its portfolio of gaming and hospitality venues across various markets. The consistent branding under the Harrah's name helped the company to become a leading player in the global casino industry, eventually becoming a significant part of what is now Caesars Entertainment.
