Rebranding of Horseshoe Casino Cincinnati to JACK Casino Cincinnati began with a full-court press in June 2016.
JACK Entertainment is a brand new gaming company, according to Chad Barnhill, general manager, that was created after Caesars Entertainment sold its stake in Rock Ohio Caesars, which owned and operated the casino.
The JACK brand became the sole owner of the Ohio properties in February 2015 and in November 2015 JACK announced it would assume daily operational responsibility for its Ohio properties. JACK didn’t own the rights to its previous name soit created its own brand to tie all of its properties together.
“There are no limits to what we can achieve,” Barnhill says. “We have outstanding dining, gaming and entertainment options as well as team members dedicated to delivering our guests unexpected, delightful experiences every day. Our philosophy at JACK Entertainment is rather simple: love your team members, love your guests and the rest will take care of itself.”
The rebranding kept the popular features people loved while making changes and updates to further improve the experience.
“We have all of the latest in slot machine technology so that our guests enjoy the best gaming experience in the market,” says Barnhill. “Guests can win bonus games and receive messages about promotions. In addition, we installed our new beverage on demand feature so our guests can order their
beverages right from their slot machine and track the status of their drink order electronically.”
A loyalty program, ClubJACK, has many members who earn points for free trips, gifts and complimentary benefits. The Backyard hosts many performing artists throughout the season.
The buffet was rebranded as Market District Buffet and Barnhill says the name signifies the company’s commitment to serving fresh, seasonal foods. It features international cuisine from Italian favorites to Asian creations and American classics.
The VIP lounge has the name it had before: The Library, signifying comfort and privacy—a place where people can go to relax and unwind. The pizza restaurant is Basil
Leaf, where custom pizza loaded with fresh ingredients can be made within three minutes. PRISM is the name of the steakhouse, where guests can enjoy an eclectic menu as well as a new three-course, $35 price-fixed menu.
Barnhill has participated in the casino industry for more than 23 years. “Hard to believe that over half of my life has been in the casino industry,” Barnhill says. “I can honestly say that I love it more today than the day that I started.”
Barnhill began as a college intern delivering the mail between departments. “Once I graduated with a degree in marketing I was given the opportunity for a full-time role. I served in a variety of positions and worked my way up in marketing and hotel operations before becoming assistant general manager at Horseshoe Bossier City in Louisiana. I was general manager of Horseshoe Baltimore before becoming general manager of JACK Cincinnati Casino.”
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