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“You can forget about making Hollywood Casino at Greektown happen,” as famously stated by Regina George in the Oscar-winning film “Mean Girls.”
Maybe I don’t recall all the specific details correctly, but the main idea remains valid.
Starting on May 1, Greektown Casino-Hotel will be renamed as Hollywood Casino at Greektown.
That’s the message you’ll find displayed on signs, mentioned in press releases, and reported in news articles.
In Michigan, the majority of us will continue to refer to it as Greektown, regardless of whether we’re going there to gamble, stay at the hotel, or simply park before grabbing a meal and heading to the Tigers’ game. This has been the tradition, and it will remain so because that’s how we roll in Michigan.
In 2001, DTE Energy acquired the naming rights for Pine Knob Music Theatre. However, after two decades of being commonly referred to as Pine Knob, the original name was officially restored this past January, as confirmed by DTE Energy.
What’s the reason behind it? I understand the rationale, but what’s the deeper explanation?
Hollywood Casino is Penn National’s casino brand
Since 2019, Penn National Gaming and Vici Properties have owned Greektown, which is why both the retail and online sportsbooks are branded as Barstool.
Given that Hollywood Casino is Penn’s casino brand, it is reasonable to conclude that this decision is not unexpected.
In addition to the re-branding, the facility and gaming experience will undergo a series of improvements worth over $100 million.
I want to make it clear that I am not dismissing or belittling this in any way. It is truly impressive that Penn National had confidence in the Detroit market from the beginning, and I appreciate their ongoing investment in ensuring its success.
A name change is less important compared to all of that.
I continue to dislike 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.
It doesn’t appear to be a winning idea to simply attach the label “Hollywood Casino” to a renowned structure within Detroit’s historic and culturally significant neighborhood.
Detroit prides itself on being the complete opposite of Hollywood. Its identity is deeply embedded in the blue-collar culture, embracing the underdog status and triumphing over the glamorous personas commonly associated with Hollywood.
One of our most remarkable sporting achievements was the creation of the Bad Boy Pistons, who embodied the spirit of Detroit to defeat the Showtime Lakers. And just in case you missed it, the Goin’ To Work Pistons repeated this 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 Hollywood Casinos, including one in Toledo.
To add, Toledo is conveniently located less than an hour’s drive away from Detroit. It’s quite easy to envision two friends from Downriver arranging to meet at “Hollywood” and taking separate routes to visit casinos in two distinct states.
Is it possible for the casino to go bankrupt due to the name change? Absolutely not, not even remotely close.
With the continuous flow of pedestrians in Greektown and convenient freeway access, the place has the potential to thrive indefinitely. Moreover, there is a dedicated customer base, and most individuals are indifferent to the establishment’s name as long as the slot machines inside keep delivering payouts.
Is Barstool working for Greektown?
The retail sportsbook, located within Greektown Casino and branded as Barstool, is experiencing remarkable success.
During the first quarter of 2022, sports wagers at the three Detroit retail casinos amounted to a total of $51.9 million, representing 59.2% of the overall betting money.
The impact of the name on this matter is subject to discussion. Barstool’s online sportsbook ranks fifth in terms of online handle in 2022, trailing far behind the top three contenders – FanDuel Sportsbook MI, DraftKings Sportsbook MI, and BetMGM Michigan Sportsbook.
In 2022, retail betting represents 4% of the total handle for Motor City Casino and FanDuel, while it accounts for 5.7% of the combined handle for MGM Detroit and its online brand.
Retail betting accounts for 32% of the total for Greektown/Barstool.
This suggests that a significant amount of the foot traffic is drawn to the Greektown name prominently displayed on the building and the neighborhood it represents.
We can still just call it Greektown
It is true to say that Pine Knob did not experience any setbacks for 20 years due to the presence of DTE Energy in its name.
Naturally, Pine Knob was the only venue hosting the same bands on the same night, and it remained commonly referred to as Pine Knob.
Greektown could also be referred to in the same way, as I rarely hear Detroit residents casually mentioning it as Hollywood Casino.
The casual downtown visitor might be negatively affected in terms of making a decision between Motor City, MGM Detroit, or Hollywood Casino.
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 eliminate?
This project is great, and the investment in a centerpiece of the city is fantastic.
However, refrain from spending money on new marketing materials, logos, and signage, and maintain the Greektown name.
It is an established asset, and the term we will all use for it regardless.
