- The SugarHouse Casino is being rebranded to Rivers Casino Philadelphia.
- SugarHouse owner Rush Street Gaming owns three Rivers Casino properties in the northeastern USA.
- The project will cost $15 million and be completed by Q3 2019.
By: Andy Faust
PHILADELPHIA – Philadelphia’s first casino is getting a facelift and a name change. This fall, the SugarHouse Casino will be renamed to Rivers Casino Philadelphia.
This will bring its branding in line with owner Rush Street Gaming’s three other Rivers properties in the northeast.
The SugarHouse name has been with the casino since its 2010 launch. It is a reference to the Jack Frost Sugar Refinery that used to occupy the casino’s site.
As part of the $15 million project, the SugarHouse’s exterior, signage, logos, and gaming pieces will all be rebranded.
Additionally, the venue’s temporary sportsbook will finally get a permanent upgrade. A new restaurant and the development of an online casino app are also part of the initiative.
In a Wednesday press release, Rush Street Gaming CEO Greg Carlin explained the necessity for the move.
“Since receiving our casino license in 2006, gaming in Pennsylvania has evolved tremendously. Keeping pace with the changing landscape has been paramount to our success. Creating a unified brand is another example of how we’re anticipating and responding to the competitive market for gaming.”
Per the company’s statement, taking on the Rivers mantle “will enable regional and national marketing to promote one Rivers Casino brand across multiple markets and channels.”
LegalSportsBetting.com has learned rebranding efforts will commence in phases throughout the summer, with a rededication and renaming ceremony to be held at a date to be announced.
Andy has been writing professionally for nearly two decades, with the last three years being dedicated to his primary passions: sports wagering news and gambling industry analyses. A walk-on punter, Andy has a particular interest in professional football, baseball, and horse racing betting. Come early May, you can always catch Andy – clad in all white, mint julep in hand – on Millionaires Row at Churchill Downs. In his dreams.