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08 May

Marketing Approach: Ocean Resort Casino Changes Its Name Again

May 08, 2019
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Atlantic City Ocean Resort Casino makes a “shift in focus” and is renamed Ocean Casino Resort, the company reports in social networks.

The rebranding, which is part of “several improvements” currently being made by Ocean Casino Resort, is aimed at laying stress on the gaming aspect of the facility.  

“We are a casino first. To reflect this, we are kicking off with a new name – Ocean Resort Casino is now Ocean Casino Resort,” Ocean posted in his Twitter on Wednesday.

It’s the fourth time the northmost casino on the Atlantic City boardwalk has changed its name since opening in April 2012. Previously, Ocean Casino Resort was recognized under such brands as Revel and TEN.   

Chief marketing officer and senior vice president Mike Donovan emphasized to The Press of Atlantic City the importance of the rebranding. “Our name and brand reflect our commitment to property improvements and to delivering an unparalleled gaming experience,” he said.

“We are dedicated to putting the casino customer first,” added Donovan.

The casino resort was taken over by hedge fund Luxor in January 2019 for an unidentified price. A year earlier, in January 2018, Colorado developer Deifik acquired the then-Revel Casino Hotel from Florida real-estate mogul Glenn Straub for $229 million, The Press of Atlantic City reported.

“Had the Vision to Reopen” the Casino

Ocean Casino Resort was renamed the day after the news of the death of Deifik.  

Mr. Deifik, 64, died of injuries sustained from a single-car crash on Monday while heading home to Denver from a Colorado Rockies baseball game.

Diane Spiers, the vice president of advertising and marketing at Ocean Casino Resort said, ”Bruce had the vision to reopen this beautiful oceanfront property and employ over 3,000 members of our community.”

The Las Vegas Sun newspaper reported that Deifik’s family said that the deceased was driving at low speed in downtown Denver when he went into cardiac arrest and drove his vehicle onto the sidewalk, hitting a light pole. Deifik died at Saint Joseph Hospital at 10:30 pm on Sunday.

Straub bought out Revel for $82 million after the resort declared bankruptcy and subsequently closed in 2014. The construction cost of the Revel project was $2.4 billion.

After a string of bankruptcy announcements and a steady decline in income during its operation, the casino resort bears a label of “struggling” in media circles.

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