SugarHouse Casino officially changed to Rivers Casino Philadelphia on Tuesday. It is a major part of parent-company Rush Street Gaming’s goal to create a single, consistent brand across four properties in three states.
Scads of billboards on approaching roadways now read Rivers. Directional signs to 1001 N. Delaware Avenue placed by the casino’s host city, also read Rivers, as do all the other signs within and without. The changes are all part of a $15 million makeover for the decade-old property.
However, the digital transition remains in flux for now.
Solidifying the Rivers brand
The name redo included a $5 million investment in creating a knockout retail sportsbook featuring the BetRivers Sportsbook brand in a central space within the casino. The location hugs the Delaware River in the Fishtown section of Philly. The casino and now has a redesigned gaming floor. An upcoming restaurant is also in the works; all meant to reinforce the Rivers brand.
Relatedly, two lounges within the Wells Fargo Center, home of the Flyers and the 76ers, recently opened under the Rivers logo.
The Rivers casino properties
Rush Street’s four casino properties are:
- Rivers Philadelphia
- Rivers Pittsburgh
- Rivers Schenectady (NY)
- Rivers Des Plaines (IL)
Greg Carlin, CEO of Rivers Casino Philadelphia and Rush Street Gaming, explained the intent during a ceremony outside the casino to mark the occasion:
“Having a unified brand will provide a seamless customer experience across the Commonwealth with our bricks-and-mortar casinos, mobile and online, and even our sportsbooks, all part of the Rivers Casino family.”
PlaySugarHouse still online for the moment
For now, the digital side of the Philadelphia property remains in transition, said Carlin.
The online sportsbook and online casino site PlaySugarHouse continues to use SugarHouse’s name. Meanwhile, BetRivers continues to be the online sportsbook operating under the Rivers Pittsburgh sports betting license.
Carlin said that would change eventually, but added he could not provide an exact timeline.
Commitment to community continuing under the Rivers name
Carlin said the rechristened casino will continue its partnership with the neighborhood and the city and build on its commitment to volunteerism.
The property has paid more than $1 billion in state and local taxes. Rivers has also contributed $7.7 million to a neighborhood organization. The Philadelphia property employs about 1,600 workers. Employees will put in 2,000 hours as local volunteers in the coming year.
The casino also plans to again sponsor New Years’ Eve fireworks shows during two events along the riverfront.
“We’re excited for our guests to experience all the incredible new features Rivers Casino Philadelphia has to offer,” said Rob Long, the property’s general manager. “It’s a privilege for Rivers to be a longstanding partner to the Fishtown community and to Philly.”