Harrah’s Resort Southern California Debuts Brand Evolution

Harrah’s Rincon Casino and Resort recently unveiled a brand evolution featuring a new name: Harrah’s Resort Southern California. The $160 million multi-phase renovation and expansion completed in April complements the new branding effort in transforming the property into a premier Southern California destination resort, according to a company press release.

The property’s grand opening took place April 4 with the reveal of a new 403-room, 21-story hotel tower called the Resort Tower North and the rest of the renovations to the now 1.2-million-square-foot gaming resort.

Its location in Valley Center, Calif., is a one hour drive from downtown San Diego and two hours from Los Angeles, making it an easy getaway for southern California residents. It will offer 1,065 rooms, including the new 403-room hotel tower with 52 additional suites, which brings the total number of suites on the property to 152.

Janet Beronio, regional president and general manager, said in a release that the expansion ensures that the property will be ideally suited for all guests and gaming customers in ways it could not have been before.

“Whether you are a leisure traveler looking for a quick getaway, someone who wants to enjoy a great meal and a concert, a meeting planner putting together a retreat or offsite meeting or someone organizing a large party of event, Harrah’s Resort Southern California can provide everything you need for the perfect gaming resort experience,” she said.

This expansion initially broke ground in October 2012, and the first phase was unveiled in July 2013 with the opening of Baja-inspired ‘ritas Cantina restaurant and Dive, “a trifecta of pools complete with SoCal’s only swim-up bar and 400-foot lazy river,” a release stated.

The second phase of the renovation was completed in January of this year with the debut of The Events Center, a 53,221-square-foot convention and entertainment venue that can seat up to 2,200 people in concert-style seating or 1,200 banquet-style.

Spiked, a new craft-cocktail ultra-lounge, also opened in April. Two other restaurants on the property include Earl of Sandwich and the legendary Pink’s Hot Dogs. Other amenities include Starbucks; Corked, a wine and craft beer bar with a 15,260-square-foot patio; The Spa at Harrah’s, which offers massages, facials and specialty treatments; and Fiore, a fine-dining restaurant that won the Wine Spectator Award of Excellence seven times. All of the resort’s restaurants are non-smoking, as are 891 hotel rooms and suites on the property and 10,703 square feet of gaming space.

The property is owned by the Rincon Band of Luiseno Indians, which governs a 6,000-acre reservation also in Valley Center.

“The Rincon Band is very excited about the many positive changes taking place,” said Bo Mazzetti, chairman of the Rincon Band of Luiseno Indians, in a release. “The name change ensures that guests throughout the country will know that when they visit this resort owned by the Rincon Band of Luiseno Indians, they will enjoy the kind of world class experience they expect from a nationally branded destination.”

The resort, located at 777 Harrah’s Rincon Way (33750 Valley Center Road), has won many awards including the Brand Diego Emerging Brand of the Year for Dive Dayclub, the Travelife Gold Key Award for environmental sustainability and four-key rating from Green Key Global.