Harrah's Repositions Caesars Palace as Leader - Wednesday 3rd of May 2006

LAS VEGAS – As reported by the Las Vegas Business Press: "'Harrah's in a toga,' as one industry wag put it, was what some feared when fabled high-roller paradise Caesars Palace was brought under the corporate umbrella of Harrah's Entertainment. A reshuffling of the table game workforce didn't necessarily ease such anxieties, and Harrah's CEO Gary Loveman's public neutrality toward high-end play may not have helped, either.

"However, a series of facelifts and expansions at the Roman-themed resort suggests that, if anything, Caesars is going even more upscale. Harrah's is so bullish on the repositioning of Caesars Palace that it has been designated the flagship brand for overseas expansion, particularly in Singapore, where it is pursuing a multibillion-dollar resort concession.

"Changes at Caesars Palace itself were initiated on the watch of former resort president, Mark Juliano, and continue under his successor, Gary Selesner. The latter is emphatic about crediting Juliano, who left Harrah's to become chief operating officer of Trump Entertainment, with initiating the makeover three years ago.

"…Expanding on his 'we're-going-upscale' theme, Selesner added that not only had the international marketing team been expanded but that he himself had just returned from South America, having previously courted high rollers in Europe, Russia and the Pacific Rim…"

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