gambling.JPG

Horseshoe Cleveland will become Jack Cleveland Casino in May as part of the new branding of the casinos in Cleveland and Cincinnati and Thistledown Racino in Northfield. Rock Gaming unveiled its new brand, Jack Entertainment, in a news conference Monday.

(Joshua Gunter, cleveland.com)

CLEVELAND, Ohio - Horseshoe Cleveland will become JACK Cleveland Casino beginning in May as Rock Gaming LLC takes over management of the downtown casino.

Rock Gaming, which is chaired by Cavaliers owner Dan Gilbert, announced the new name and new corporate name, JACK Entertainment, as part of a webcast Tuesday to explain changes prompted as a result of its separation from Caesars Entertainment Corp.

For gamblers, the change will mean a new name on the building and gradual changes inside, with upgrades to incorporate technology and more interactive gaming, said Mark Dunkeson, president and chief operating officer.

"I think you'll see some additional capital put into the gaming experience," Dunkeson said. "The look and feel of the property will change piece by piece over time."

Cleveland gamblers will lose access to one of the nation's largest customer-loyalty programs in mid-2016, when Caesar Entertainment's Total Rewards program is no longer offered at the downtown casino.

Rock Gaming's CEO, Matt Cullen has said a new loyalty program will offer a new set of benefits.

Rock Gaming took ownership of Horseshoe Cleveland Casino, Horseshoe Cincinnati Casino and ThistleDown Racino last year when it bought out the share owned by Caesar's Entertainment.

That move means all casino and racino employees will be employed by Rock Gaming, which includes the three Ohio facilities, Greektown Casino in Detroit and Turfway Park in Florence, Kentucky.