What’s in a name?
The success of Wynn Resorts’ Boston Harbor casino project holds significant importance. The fate of the company’s massive $2.4 billion resort casino in Everett, Massachusetts is closely tied to the name displayed on the building.
Calls for a name change have been directed towards Wynn Resorts, urging them to remove the name of their embattled former CEO from the side of their Wynn Boston Harbor project. The public, as well as government officials in Massachusetts, such as the Governor and Attorney General, have expressed their dissatisfaction.
Despite initially dismissing the idea, mounting evidence suggests that a name change may be on the horizon.
The confirmation of the highly anticipated breakthrough was initially revealed when executives from Wynn presented themselves before the Massachusetts Gaming Commission following the emergence of allegations against the company’s former CEO, Steve Wynn.
After a hearing conducted by the Massachusetts Gaming Commission last week, Robert DeSalvio, the President of Wynn Boston Harbor, officially validated the circulating rumors.
At this time, we are actively contemplating a rebranding of the project and any updates regarding this matter will be shared in due course.
Local press uncovers possible new name: Encore
According to the Boston Herald, Wynn Resorts has recently registered multiple website domains, suggesting that their “Encore” brand is most likely to be chosen as the new name.
According to The Herald, Wynn Resorts has recently registered the following URLs:
- encorebostonharborcasino.com
- encorebostonjobs.com
- encorebostonresort.com
Even though there were clear indicators, a representative from Wynn decided to temper the speculation about the name change. They informed the Herald:
Securing the domain names of all our branded business units is not only our policy but also a beneficial business practice whenever we open a new resort.
The spokesperson clarified that we have not yet confirmed the name.
Will they stick with Wynn?
There are some people who remain unconvinced about the necessity of rebranding the property.
- Steve Wynn has exited the scene and is currently in the midst of selling off his company shares.
- The company expects to have a highly robust 2018.
- It will take more than a year for Wynn Boston Harbor to open, by which time the scandal may have faded from the public’s attention.
Encore is the frontrunner
Encore is the obvious choice if the property decides to rebrand.
Encore, located on both the Las Vegas Strip and in Macau, is the sister property of Wynn.
However, it should be noted that the Encore brand lacks any previous experience without a Wynn casino to build upon. Consequently, it would have limited brand familiarity beyond the realms of Las Vegas and Macau.
Currently, opting for a lesser-known yet pristine brand like Encore is likely a superior choice compared to the renowned yet controversial Wynn brand, despite lacking equivalent brand recognition.
However, I do not anticipate a prompt decision. The company will take sufficient time to assess its alternatives and evaluate the impact of Steve Wynn’s alleged misconduct on the Wynn brand before determining whether a name change would be advantageous.
This photo is credited to Robert Cravens on Shutterstock.com.