Caesars Entertainment has officially announced that Lumière Place Casino & Hotel in Missouri will undergo a major transformation, rebranding as Horseshoe Saint Louis.
This marks a significant milestone in the brand’s nationwide revival and aligns with a broader strategic vision to celebrate the heritage of the legendary Horseshoe casino name.
Iconic Brand, Modern Makeover
The rebranding project includes a full-scale renovation of the property’s interior and exterior, including updates to the casino floor, restaurants, and gaming offerings. Caesars is investing heavily to give the space a distinctive look and feel that aligns with the Horseshoe brand’s legacy of bold, upscale gaming experiences.
According to Caesars executives, the transformation will also bring new entertainment experiences, dining venues, and expanded gaming options. Notably, the update includes a dedicated World Series of Poker (WSOP) room, reinforcing the property’s new identity as a premier poker destination.
From Bally’s to Horseshoe: A Historic Shift
The Lumière property, which was once affiliated with Bally’s, is now shedding its old identity. This is part of Caesars’ broader plan to phase out the Bally’s brand from Las Vegas and other markets, replacing it with the more recognized and prestigious Horseshoe label.
The WSOP, which began at the original Horseshoe in Las Vegas in 1970, is now set to return to its spiritual home in time for the next tournament.
A National Strategy by Caesars Entertainment
The rebranding in St. Louis is just one of many moves by Caesars Entertainment to revive the Horseshoe name. With nine Horseshoe-branded casinos already operating across the U.S., including in Maryland, Indiana, and Mississippi, the company aims to create a cohesive, high-end experience across all its properties.
Senior Vice President Jason Gregorec stated, “Bringing the Horseshoe brand back to Las Vegas and expanding it into St. Louis allows us to celebrate our past while investing in the future of entertainment and gaming.”
Reviving a Legacy in St. Louis
The newly branded Horseshoe Saint Louis will feature a 75,000-square-foot gaming space, 500+ hotel rooms, and numerous restaurants and bars. Renovations are already underway, with completion targeted for early 2026.
The transformation is more than cosmetic. The Horseshoe brand stands for elite poker experiences, high-stakes games, and a connection to the golden era of Las Vegas casinos.
The rebranding of Lumière Place to Horseshoe Saint Louis is more than a name change—it’s a revival of a legendary brand that shaped casino history.
With Caesars Entertainment at the helm, guests can expect a revitalized experience that blends tradition with innovation, making St. Louis a standout destination in the world of gaming and entertainment.