Odds on ... Star City yesterday. It may be renamed The Star. Photo: Janie Barrett
EXCLUSIVE
THE $860 million redevelopment is designed to transform Sydney's casino into a world-class leisure and entertainment destination.
It is no wonder, then, that it wants to get the new name right.
For more than two years there has been talk of getting rid of the name Star City for something perhaps a little more radical or dynamic.
A well-placed source told The Sun-Herald yesterday the new name for the casino would be The Star - the suggestion of San Francisco firm Tattoo Brand Strategy.
A casino spokesman declined to say the name was wrong. ''I am not going to confirm or deny The Star,'' he said. He did, however, confirm Tattoo had ''been back and forward [to Sydney] a couple of times'' but a final decision had not been made.
The source said: ''With their flights and accommodation, this has cost hundreds of thousands of dollars. And all they have come up with is a name change from Star City to The Star.''
Given that rebranding is such a large corporate decision - with new logos appearing on everything from the building's facade to all marketing material - time would appear to be tight, as the new casino will open in the middle of next year.
The spokesman said: ''We are getting close to deciding what the name is. We still have a few months up our sleeve. We will make an announcement early in the new year.''
Top brass at the casino are American or cut their teeth in US casinos, so it is no surprise that the owner, Tabcorp, should choose a US firm for the project - irrespective of the cost. Tattoo describes itself as an ''evolution strategy collective dedicated to helping clients decode the role their brand assets can play in driving their business forward''.
Its clients include Cadbury, Cirque du Soleil, Chanel, Pepsi and Starbucks. The revamped casino will boast a new five-star hotel, more restaurants and bars and improved gambling facilities.
Out the door will go what even casino managing director Sid Vaikunta described as an ''RSL club on steroids''.
The refurbishment is an attempt to match the success of Melbourne's Crown Casino, which attracts about 17 million visitors a year - about double that of Star City.
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