GOODBYE TREASURY, JUPITERS: SAY HELLO TO THE STAR

Written on the 28 August 2015 by Nick Nichols

GOODBYE TREASURY, JUPITERS: SAY HELLO TO THE STAR

BRISBANE and Gold Coast casinos are about to wave goodbye to their respective monikers as they give way to Echo Entertainment Group's (ASX:EGP) flagship banner, The Star. 

The company says growing international recognition of The Star has prompted plans to bring its entire stable of Australian casino properties under a single brand.

The move, which will go to shareholders for approval at this year's annual general meeting, will also coincide with a name change for the company to The Star Entertainment Group.

Echo says The Star Sydney will be positioned alongside The Star Brisbane and The Star Gold Coast, ultimately erasing the decades-old Treasury and Jupiters brands from the Australian casino market.

CEO Matt Bekier says the name changes to the properties will be a staged process, with Treasury unlikely to change until the company develops the new $2 billion resort at Queen's Wharf in Brisbane's CBD.

He says the changes come after extensive market research, including surveys of guests at its properties.

"We have created stability and momentum in the business, and are embarking on significant capital works programs at all our properties to ensure that, as a group, we will own and operate truly world-class integrated resorts," says Bekier.

"The quality of that offering means we can, with a single identity, build further brand equity and loyalty. We can be greater than the sum of our individual parts."

Echo, which has already spent $1 billion upgrading The Star in Sydney and is now spending more to compete with looming competition from Crown Resorts (ASX:CWN) across the water, is undertaking a $345 million expansion program on the Gold Coast.

The rebranding will aim to create a uniform visual identity for the properties, although Echo still aims to tailor what it says are "tones of voice" to resonate with the identity of each property's locale.

"It is important that the new identity will still give us the flexibility to deliver thrilling experiences but with local spirit, which is what our brand positioning demands," says Bekier.

"It in no way detracts from the wonderful performances of Treasury Casino & Hotel in Brisbane or the iconic Jupiters Hotel & Casino on the Gold Coast.

"To the contrary, transforming Jupiters is a major focus for us, and a strategic priority. Construction will soon be under way on the new six-star hotel tower at the front of the property.

"In Brisbane we are looking forward with incredible anticipation to the redevelopment of Queen's Wharf. Our commitment to the region is so strong we will be relocating our headquarters to Queensland at the appropriate time.

"Along this journey we have also consulted with key stakeholders, including guests, and the feedback has been consistent with the approach we are taking."

 


Author: Nick Nichols

Latest News

SIRTEX CEO DISMISSED FOLLOWING SHARE TRADING PROBE

SIRTEX Medical Ltd (ASX: SRX) has sacked its chief executive officer, Gilman Wong (pictured), following an investigat...

SANTA DELIVERS KOGAN A GIFT

KOGAN.COM (ASX: KGN) has exceeded its expectations and reported another strong quarter of trade.

The online retail...

FOUR WAYS YOU SHOULD PROTECT YOUR IT SYSTEMS FROM EXTREME WEATHER

SHANNON Overs, co-founder of onPlatinum ICT, sees it too often, perhaps half a dozen times per year businesses tha...

IOT GROUP ORDERS FIRST PRODUCTION OF ROVA DRONE

IOT Group (ASX:IOT) has ordered production of 40,000 units of the ROVA flying selfie drone from Chinese technologies ...

Related News

RISE OF STARTUP SUPPORT PROGRAMS NOT AS ROSY AT IT SEEMS

ENTREPRENEURIAL cultivation companies in Australia are appearing quickly, but questions have been raised about whe...

SMES TAKE RETAIL MARKET SHARE AS CONSUMERS CHOOSE PERSONALISATION

IN a battle for the hearts and wallets of Australian consumers, it appears that small and medium retail businesses...

KNOWLEDGE WORKERS AMONG MOST SOUGHT AFTER IN 2017

BUSINESSES searching for efficiencies and improved systems are in search of knowledge workers early this year, say...

FEMALE ENTREPRENEURS GET SPRINGBOARD TO GROWTH

DESPITE the fast-growing number of women studying STEM subjects at school and university, women continue to be und...

Contact us

Email News Update Sign Up Contact Details
Subscriptions

PO Box 2087
Brisbane QLD 4001

LoginTell a FriendSign Up to Newsletter