San Diego Business Journal

Rebranding Results in Harrah’s Resort Southern California, aka, Harrah’s SoCal

By Brad Graves Wednesday, March 5, 2014

Caesars Entertainment Corp. and the Rincon Band of Luiseño Indians have put a new brand on their casino-resort as they get ready to open their second hotel tower.

From now on the venue on the Rincon Indian Reservation near Valley Center will be known as Harrah’s Resort Southern California. The company is encouraging the use of the term Harrah’s SoCal.

The casino-hotel, which first opened in 2002, was previously called Harrah’s Rincon Casino & Resort.

The business plans to open a second, 403-room hotel tower next month as part of a $160 million remodeling project.

Caesars operates the Harrah’s venue under a management contract with the tribe.