Harrah's-Caesar Merger Faces Identity Issue

ATLANTIC CITY, New Jersey – As reported by the Press of Atlantic City: "Sal and Nancy Pellegrino, fast-talking New Yorkers from Staten Island, enjoy the glitz and glamour of Caesars Atlantic City and insist they wouldn't dare venture down the Boardwalk to the Showboat or across town to Harrah's.

"…Across town at Harrah's Atlantic City, John and Diana Terpening were savoring a $24-a-night hotel rate given by the casino to its preferred guests. The Terpenings, of Feeding Hills, Mass., said they enjoy Harrah's low-key atmosphere and couldn't imagine gambling anywhere else, especially not at the flashier Caesars.

"…The Pellegrinos and the Terpenings typify the challenges that industry giants Harrah's Entertainment Inc. and Caesars Entertainment Inc. face in a $5.2 billion megamerger that will create the world's largest gaming company, with 56 casinos worldwide, including five in Atlantic City.

"Harrah's, which is acquiring Caesars, must integrate some of the country's most extravagant gaming palaces into its relatively staid portfolio. Judging by the reactions Thursday from Atlantic City gamblers, there may be some difficulty in getting those loyal to the Caesars brand to patronize the Harrah's casino and its sister property, the Showboat, and vice versa.

"…Gamblers at the flagship Caesars casino say they enjoy its glamorous Roman-themed decor and beachfront location in the middle of the Boardwalk. Harrah's location in the Marina District, they insist, is too remote…"