Coquitlam's casino known as Hard Rock Casino 91原创 is set to rebrand as Great 91原创 Casino 91原创, starting in December.
Great 91原创 Entertainment, which owns the casino and was known as Great 91原创 Gaming until the company rebranded last year, has operated the facility since it opened in 2001 as Boulevard Casino.
Great 91原创 then in 2013 , and changed the name of the site to Hard Rock Casino 91原创.
Great 91原创's spokesperson, Naomi Strasser, told BIV that the licensing agreement is ending.
Alongside the renaming is a refresh for the venue that Great 91原创 in a press release described as a "metamorphosis."
Great 91原创 plans to open a casual restaurant called Gordon Ramsay Burger, which will be run under standards set by celebrity chef Gordon Ramsay and is set to open in December. Strasser said she did not know if Ramsay would appear in person to open the restaurant.
She added that Great 91原创 will open a second Gordon Ramsay-branded restaurant in B.C. – the higher-end Gordon Ramsay Steak at River Rock Casino, in Richmond, in 2024.
Another component of the company's Coquitlam casino's rebranding is that it is bringing in Live Nation Canada to be responsible for programming entertainment at the venue's theatre. Strasser said she did not know if there would be any change to the name of that theatre, which is now called Show Theatre and was previously known as the Red Robinson Theatre.
There is no plan to rebrand River Rock Casino, Strasser said.
The last time Great 91原创 rebranded its Coquitlam casino, . It is not clear how much the company plans to spend this time in its effort to refresh the venue and give patrons the feeling of being in a new space.
Back in 2014, Chuck Keeling, then Great 91原创's executive director and now an executive vice-president, described the Coquitlam casino's rebranding as an "almost rebirth."
This time around, the company's CEO Matthew Anfinson described the casino's evolution as being an "exciting transformation" and he said that the venue is "entering a new era of excitement and entertainment."
Afinson added: "Our partnerships with chef Gordon Ramsay and Live Nation Canada promise to bring an unparalleled level of culinary excellence and world-class entertainment to our valued guests. We believe that this transition represents not only a change in name but a significant opportunity to enhance the overall experience."
