Bally's rebrands Eldorado Shreveport property in Louisiana

The Shreveport casino, which originally opened as Hollywood and later became Eldorado, will soon be known as Bally’s after the company announced the start of its rebranding process on Wednesday, in a rebaptism that will turn it into the new Bally’s Shreveport Casino & Hotel. 

Bally’s Corporation, which bought the property in December 2020, plans to complete the renaming by the end of this year, and will celebrate its completion with promotions and rewards.

The process includes the replacement of the interior and exterior signage, Bally’s dice, cards, gaming chips, table game layouts, and implementing its Bally Rewards players club program. The property includes 1,401 slots, 54 tables and 403 hotel rooms.

The property was first built and opened as Hollywood Casino in 2000. Eldorado bought it five years later after Hollywood’s creditors forced it into bankruptcy. Eldorado later acquired Caesars Entertainment and had to divest the company’s Shreveport property to avoid federal antitrust issues. It was later sold directly to Bally’s Corporation. 

In an official statement by the company, George Papanier, Bally’s Corporation President, Retail, said: “We are proud to bring the Bally’s brand to Shreveport, and it’s an exciting time for our customers and team members. I’d like to thank the State of Louisiana for its collaboration throughout this process, and I’d also like to recognize our team members for their contributions to this significant endeavor.”

The company also posted on its official website that all-new Bally Rewards “a four-tiered card program” was also launched on Wednesday, and encouraged guests to pick up their new players club cards at the Bally Rewards Players Club. 

“All existing rewards will be transferred to members’ new Bally Rewards cards.  Bally Rewards card members will earn Bally Rewards, tier status, exclusive offers, gift giveaways, casino multipliers, and more”, the company wrote. 

It also announced the celebration of the initial rebrand, including a $300,000 Ballyverse Cash Giveaway on November 13.

"Eldorado Shreveport represents the latest step in our ongoing portfolio diversification strategy, expanding our rapidly growing geographic footprint into the attractive Shreveport/Bossier City market. Eldorado Shreveport is a first-class, premier entertainment asset that is emblematic of the iconic Bally's brand. With the close of this transaction, we are looking forward to integrating Eldorado Shreveport into the Bally's family, and implementing our proven strategic initiatives to drive growth and revenue improvements", said Papanier shortly after the property's purchase.

During the last quarter, Bally's has rebranded Tropicana Evansville Casino in Indiana, Vicksburg Casino, Colorado's Arapahoe racetrack, and Casino KC in Missouri.