STARS ALIGN AS GOLD COAST ICON REBRANDS

Written on the 30 March 2017 by Paris Faint

STARS ALIGN AS GOLD COAST ICON REBRANDS

TODAY marks a shift in the Gold Coast's constellation as the iconic Jupiters Hotel and Casino officially rebrands to The Star.

The transition comes as the development of the property continues into its next phase of refurbishment which includes upgrades to lifts, escalators, food and beverage outlets, meeting rooms and arrival areas.

More than 800 newly branded items and 130 signs now grace the hotel and casino, including the five-metre diameter star logo centrepiece adorning the western facade. 

Geoff Hogg (pictured left), managing director of the Star Entertainment Group (ASX: SGR), says the group is better positioned to cater for the Coast's ever-burgeoning tourist economy.

"The refurbishment of our existing facilities has served as a catalyst in providing the standards of product excellence, and guest services, that The Star brand represents," says Hogg.

"The Gold Coast's reputation as a must-visit destination continues to strengthen with both leisure and business travellers, so we are working to create a broad offering that will help to support this well into the future.

"As a group we've put significant investment into ensuring we provide adistinctive premium product which will in turn, become a major driver in attracting vital economic benefits for the Gold Coast and Queensland tourism more generally."

It has been more than 30 years since Jupiters first opened its doors at Broadbeach, and in that time it has grown to become one of Australia's best-known tourism gems.

The Jupiters transformation kicked off in 2014 with a full exterior repaint and the launch of two new restaurants, Kiyomi and Cucina Vivo.

Refurbishments will continue into 2018 when the new six-star tower will launch ahead of the Commonwealth Games.

Adding to the master plan, The Star has also confirmed it has received approvals for an additional 200-metre hotel and apartment tower on Broadbeach Island.

Subject to successful apartment pre-sale, preparatory work will kick off prior to 2018 on the new 700-key complex, to be complete with a new restaurant, bar and day spa.

This will be the first of a potential five new developments which could add up to a combined $850 million worth of investment in The Star's precinct.

A SNAPSHOT OF THE REDEVELOPMENT TIMELINE

2014

- The exterior of the existing Jupiters building is coated with 12,000 litres of white paint, over 8,000 hours.

- Japanese restaurant Kiyomi opens with executive chef Chase Kojima at the helm.

- Indoor-outdoor Italian restaurant Cucina Vivo launches

2015

- The sod is turned and construction of the six-star tower commences

- The Star becomes an official partner of the 2018 Commonwealth Games

- New penthouse, executive deluxe rooms and suites are revealed

2016

- Garden & Kitchen Bar opens to a newly landscaped lawn and gardens

- Parklands surrounding Broadbeach Island are given a facelift by the council

- Jupiters installs its permanent outdoor projection systems, which uses more than 36 million pixels to illuminate the building's façade.

- Mei Wei dumplings and M&G cafe open

- The new Atrium bar is unveiled beneath a newly replaced signature 2,600 sqm sail roof

- The property refurbishes 596 existing rooms, lobby and check in area

2017

- Jupiters is rebranded as The Star Gold Coast

- Development continues on several of the property's facilities including arrival areas, lifts and escalators, dining and bar outlets and meeting spaces

- Preparatory works commence on 200-metre hotel and apartment (subject to presale)

2018

- Completion of the Broadbeach Island and canal parkland upgrade

- Opening of the new six-star hotel

 
Author: Paris Faint

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