Positioning Project
To position Binion's Horseshoe with a new name that will say vintage Las Vegas Casino about it is something that won't be easy since Binion's Horseshoe has been around for so long in the Las Vegas Gaming and Hotel business for a long time. The name is the most important part of positioning the casino to the public. To keep it a Vintage Las Vegas Casino, renaming it something like Binion's Saloon and to keep up with the rest of the casinos who are using the letters to name their casino it could be known as the BS.
Since the name is one of the most important parts of the position of the casino, the signage outside is also very important. Redesigning the sign to be a new image that still has a vintage Las Vegas look to it is not going to be easy. For most casinos, the new approach would to be just using the initials BS to change the sign. I think that to keep it vintage Las Vegas and update the look you would need to do a little of both old and new. The sign outside the casino should look something like BS with Binion's Saloon underneath it to get the name across to people and any where through out the casino needs to be the initials BS to further get the name across to people.
The amenities are very important to get the vintage Las Vegas appeal across to people that come to the casino. Dining, lodging, entertainment, and shopping amenities are essentials in getting people in the door to spend money in the casino. Going with the vintage Las Vegas approach all of these amenities needs to be customer focused. To give that Vintage feeling, each one needs to be custom tailored to make guest feel right at home.
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