Fortune Valley Hotel & Casino will be renamed Reserve Casino Hotel, officials said Tuesday.
Speculation has swirled for months that Central City’s largest casino would be rebranded as a Hard Rock, in part, because the casino’s massive renovation included new features such as a 65-foot-long guitar-shaped bar.
Fortune Valley’s chief operating officer, Dean DiLullo, said in June that the company was working to land a national brand with a music theme but didn’t disclose the name.
Apparently, those negotiations fell through. The casino had planned to unveil the new name no later than September.
DiLullo said Tuesday that the Reserve “more closely fits with the remodeling we just completed.”
He said the casino’s parent company poured $20 million into the renovation. Novi, Mich.-based Luna Entertainment acquired Fortune Valley out of bankruptcy for $10 million in a deal that closed this year.
An unveiling of the new name is planned next month.
