In 1993 Binion’s Horseshoe Casino was a family-owned operation with one casino located in downtown Las Vegas. Jack Binion contacted Marketing Results to request assistance in developing marketing strategies for the expansion of the Horseshoe brand to new riverboat gaming markets.
The names “Horseshoe” and “Binion” were already synonymous with legendary gaming in the minds of serious gamblers in Las Vegas. The challenge was to convey the message in competitive gaming markets where these names were less familiar.
- 1994 – Marketing Results provides pre-opening marketing and advertising support through the opening of Horseshoe Casino Bossier City, LA. Following the casino opening, Marketing Results is assigned the role of developing, designing and fulfilling all communications to the customer database.
- 1995 – Marketing Results provides pre-opening marketing and advertising support for Horseshoe Casino Tunica, MS. Marketing Results’ role in marketing the properties is expanded to include direct marketing strategic development, fulfillment for both casino properties, and overseeing consumer research and advertising.
- 1996 – Horseshoe expansion projects include an entertainment complex and hotel towers at each property. Marketing Results assists the properties in developing database marketing programs to yield manage the high demand for Horseshoe rooms and entertainment inventory.
- 1999 – Horseshoe Casino purchases Empress Entertainment. Working closely with Horseshoe Gaming Corporate, Marketing Results oversaw the property transition from the Empress Casino to the Horseshoe brand of gaming.
- Marketing Results oversaw the advertising and research components and had the responsibility of developing and fulfilling database marketing communications for customers of the Horseshoe Entertainment properties from 1994 through 2001.
- 2004 – From a beginning of one local casino property in downtown Las Vegas and an estimated net investment of $40 million, Jack Binion sells Horseshoe Entertainment to Harrah’s Entertainment for $1.45 Billion.