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John StacyGeneral ManagerCCHPR Hospitality

Caesars Brand Strong Enough to Win

July 8, 2008

Analysis of:Caesars Windsor impresses patrons | www.canada.com

Since the merger in 2005 and Harrahs going private probably the smartest and most significant change to come in the organization is the branding of Harrah's to Caesars Entertainment. Although Harrah's itself is a strong brand as was Horseshoe which is also owned by Harrah's, the names have never commanded the high roller and old Vegas style that the Caesars brand has carried for years. There has always been a significant corporate cultural difference in the Caesars brand that has been successful in very diverse jurisdictions that continues to appeal to the regular gaming customer. Caesars Windsor can attract the needed incremental play and beyond in this economy on the brand if there is some investment into the service experience expectations of their guests and the property staff from executive to front line consistently buy into the Caesars culture. If Harrah's adopts Caesars culture into it's brand I believe you could see significant performance gains throughout the organization.

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