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Note from the Editor: The authors’ views and opinions stated in this article are not necessarily aligned with Playinmichigan’s stance.
In the renowned movie “Mean Girls,” Regina George confidently declared, “Hollywood Casino at Greektown is not going to become a reality.”
Maybe I have some of those details wrong, but the main point remains valid.
Starting from May 1, Greektown Casino-Hotel will be rebranded as Hollywood Casino at Greektown.
That’s the message you’ll find displayed on the signs, conveyed in press releases and news reports.
In Michigan, the majority of us refer to it as Greektown, whether we’re going there for gambling, staying at the hotel, or just parking before grabbing a meal and going to the Tigers’ game. That’s the name it has always had, and that’s how it will remain, because that’s how we do things in Michigan.
In 2001, DTE Energy acquired the naming rights of Pine Knob Music Theatre. However, despite the change, people continued to refer to it as Pine Knob for the next 20 years. Finally, in January of this year, the name officially returned to its original title.
What’s the reason behind it? I understand the reason, but what is the deeper explanation?
Hollywood Casino is Penn National’s casino brand
Since 2019, Greektown has been under the ownership of Penn National Gaming and Vici Properties, which is why both its retail and online sportsbooks are branded with the Barstool name.
It is not surprising that Hollywood Casino is Penn’s casino brand, as it aligns perfectly with their identity, indicating a logical connection rather than a random occurrence.
In addition to a re-branding effort, the facility and gaming experience are undergoing enhancements worth over $100 million.
I want to clarify that I am not disregarding or belittling that in any way. It’s truly impressive that Penn National had faith in the Detroit market from the beginning, and I greatly appreciate their ongoing efforts to invest in its success.
A name change holds less significance compared to all of that.
I continue to despise it.
Hollywood and Detroit don’t mix
Although my opinion was not considered in the analysis regarding the name change, I can’t help but question if any analysis was conducted at all.
Naming a renowned establishment in a historic, culturally-rich district of Detroit as “Hollywood Casino” appears to be an unfavorable decision.
Detroit is proud to embrace its identity as the complete opposite of Hollywood. The city’s essence is deeply intertwined with the blue-collar culture and the resilient spirit of the underdogs, who triumph over the flashy and glamorous stereotypes commonly associated with Hollywood.
One of Detroit’s most remarkable sporting achievements was the creation of the Bad Boy Pistons, who were molded in the city’s image to defeat the dominant Showtime Lakers. And in case the significance wasn’t clear, the Goin’ To Work Pistons repeated the feat in 2004.
The presence of Hollywood Casino diminishes the distinctiveness of the Greektown name, which is further compounded by the existence of 14 other operating Hollywood Casinos, including one located in Toledo.
In case you didn’t know, Toledo is located less than an hour away from Detroit. It’s quite easy to picture two friends from Downriver making arrangements to meet up at “Hollywood” and heading in opposite directions to visit two separate casinos in different states.
Is it likely that the name change will lead to bankruptcy for the casino? Absolutely not, not even remotely.
With its bustling foot traffic in Greektown and convenient freeway access, the place could thrive indefinitely. Additionally, loyal customers abound, and most people are indifferent to the name displayed outside, as long as the slot machines inside continue to pay out.
Is Barstool working for Greektown?
The retail sportsbook, located within Greektown Casino and branded as Barstool, is thriving exceptionally.
In the first quarter of 2022, the total sports wagers at the three Detroit retail casinos amounted to over $51.9 million, representing 59.2% of the overall amount wagered during that period.
The impact of the name on this matter is open to discussion. Barstool’s online sportsbook ranks fifth in terms of online handle in 2022, significantly trailing behind the top three contenders: FanDuel Sportsbook MI, DraftKings Sportsbook MI, and BetMGM Michigan Sportsbook.
In 2022, retail betting contributes to 4% of the total handle for Motor City Casino and FanDuel, while it represents 5.7% of the combined handle for MGM Detroit and its online brand.
32% of the total at Greektown/Barstool comes from retail betting.
This strongly suggests that the Greektown name displayed on the building, along with the neighborhood it represents, is responsible for attracting a significant amount of the traffic.
We can still just call it Greektown
It is accurate to note that Pine Knob did not experience any setbacks for two decades due to DTE Energy’s prominent association.
Naturally, Pine Knob was the only venue hosting the same bands on any given night. Moreover, it was simply referred to as Pine Knob by everyone.
Greektown could also be referred to in the same way, as I rarely hear people from Detroit casually calling it Hollywood Casino.
The casual downtown visitor now has a choice between Motor City, MGM Detroit, or Hollywood Casino, which could potentially pose a disadvantage.
Based on the name, which option do you believe the Michigan resident or returning Michigan native will select? Alternatively, which option are they likely to exclude?
This project? Oh, it’s great! The investment in a centerpiece of the city? Absolutely fantastic!
However, conserve funds by refraining from investing in new marketing materials, logos, and signage, while keeping the Greektown name intact.
It is an established asset, and regardless, that is what we will all refer to it as.
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