Horseshoe Black Hawk Rebrand of Colorado’s Isle Casino in Progress

Written By Ken Pomponio on 04/12/2022 - Last Updated on May 6, 2022
Isle Casino Horseshoe Rebrand 041222

One of Colorado’s largest retail casinos is getting a new name this year.

The Isle Casino Hotel will become Horseshoe Black Hawk.

It’s a full rebrand for the Caesars Entertainment-owned establishment which originally opened its doors at 401 Main Street in Black Hawk in December 1998.

Retail transformation beginning soon

The rebrand will involve the entire property and is scheduled to begin in earnest this spring.

The date listed on the Isle’s website is Monday, June 20. 

Meanwhile, a recent Caesars Entertainment news release says the transformation will begin this summer and is expected to continue into the fall. The Isle’s 42,400-square-foot casino and 240-room hotel are expected to remain open throughout the process.

PlayColorado voice message requests left with the Isle for more detailed information on the makeover were not returned.

The Isle is following the rebrand footsteps of other Caesars properties including Horseshoe Saint Louis and Horseshoe Indianapolis Racing and Casino. Bally’s Las Vegas is expected to follow suit as well.

Isle Casino Hotel Black Hawk Senior Vice President and General Manager Norris Hamilton was quoted in the Caesars news release:

“Isle Casino Hotel Black Hawk is the premier choice for gaming, dining and nightlife and the transformation into the iconic Horseshoe brand will only enhance the experience for our guests. We couldn’t be more excited to bring this legendary brand to Colorado and continue to offer unparalleled and elevated experiences.”

The property has seen its share of changes over the last five years.

In 2017, Eldorado Resorts acquired the Isle — and Black Hawk sister property Lady Luck Casino — when it purchased Isle of Capri Casinos and its 14 U.S. establishments for $1.7 billion.

Two years later in 2019, the Isle put the finishing touches on a $35 million resort renovation.

In July 2020, Eldorado Resorts and Caesars Entertainment completed a massive merger with the new corporation retaining the Casears name.

Of course, the biggest transformation to the state’s gambling will come in the pursuit of Colorado online casinos. There’s no indication it’s even on the radar yet, but it’s always something to keep in mind when it comes to casinos in Colorado.

New signage, casino and room upgrades planned

Similar to the 2019 renovation, nearly the entirety of the Isle’s property will undergo changes and upgrades with the Horseshoe rebrand.

According to the news release, the transformation will include:

  • “A renovated exterior with Horseshoe signage”
  • “Newly refreshed rooms”
  • “A reimagined casino floor”

“In keeping with Horseshoe’s classic sophistication, the design team will incorporate a handcrafted feeling with tooled leather, dramatic colors, and the brand’s signature gold horseshoe iconography,” according to the Caesars news release, which is also posted on the Isle’s website.

As part of the casino changes, the Isle’s poker room will be renamed the World Series of Poker Room, extending the Horseshoe’s no-limit betting brand, originally established in 1951.

The Isle also is getting a new dining and drinking establishment. 

Brew Brothers, a national brewpub chain already located in several U.S. Caesars resort properties, will join the Isle’s Roxy Restaurant and Bar and Farmer’s Pick and Dash Cafes. The new pub will offer a selection of Colorado beers and an “extensive” food menu.

The establishment will partner with the Isle’s Caesars Sportsbook, offering an “immersive way to catch a game,” according to the news release.

The sportsbook currently is accessed in-house via betting kiosks located throughout the casino. Or, of course, by logging directly into the Caesars Colorado Sportsbook app.

No approximate opening date is listed for Brew Brothers. “Later in the year,” is the only timeframe mentioned in the release.

Photo by Isle Casino Hotel Black Hawk
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Ken Pomponio

Ken is a fourth-generation Coloradan and career sports journalist with more than 30 years covering the gamut from the preps to the pros. A lifelong Front Range resident and son of 1960s Denver Broncos season-ticket holders, he is a long-time sports betting enthusiast whose insight and passion shine through in his coverage at PlayColorado.

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