Harrah’s – Showboat Real Deal
When the Harrah’s casino bought the Showboat casino, the Real Deal newsletter kept employees informed about upcoming changes.
How Showboat fits into the Harrah’s brand strategy
Harrah’s Entertainment is the only gaming company with casino operations in all major casino markets. This presents us with a unique opportunity to build brand loyalty with customers across the nation.
In Atlantic City, Showboat has already established itself as a strong brand with a loyal customer following — a focus complimentary to the overall Harrah’s Entertainment strategy. Showboat targets quarter players from New York, while Harrah’s Atlantic City targets primarily dollar players from Philadelphia. Therefore, Showboat Atlantic City will remain a separate brand within the Harrah’s organization.
“We will continue to pursue distinct markets without competing for the same customer,” says Herb Wolfe, president and chief executive officer of Showboat Atlantic City. “It’s a strategy that worked prior to the merger, and resulted in both Harrah’s and Showboat being market leaders in Atlantic City.”
Offering customers a choice of destinations — especially in major casino resorts like Atlantic City — is a powerful competitive advantage. As a combined company, Showboat and Harrah’s brands offer two wonderful properties that can capture more of the Atlantic City customer’s gaming budget.