Ho-Chunk Nation changes casino names

BLACK RIVER FALLS — Don’t call them casinos anymore. The Ho-Chunk Nation is rebranding its casinos and changing the names to reflect its offerings beyond gambling, like food and hotels.

Majestic Pines Bingo & Casino just outside Black River Falls, for example, is now Ho-Chunk Gaming — Black River Falls.

“Obviously ‘the casino’ can be a broad term to a lot of different people,” nation President Jon Greendeer. “But I don’t think the nation is selling just a casino. I think it’s more what you look at when considering the entire gaming experience.”

New signs and marquees with the Ho-Chunk Gaming name and logo have replaced former signs at gaming locations in Black River Falls, Madison, Nekoosa, Wittenberg, Wisconsin Dells and Tomah. Whitetail Crossing Casino in Tomah was the last to get a new sign, which went up in January.

Discussions on the branding initiative started in early 2010 under then-President Wilfrid Cleveland, according to nation spokeswoman Michelle Ramberg. the nation determined it would be more cost-efficient to phase in the change over the next two years instead of converting everything from business cards to marquees at once.

Greendeer said the change is not meant to disguise what the nation offers in gambling recreation, which some deem as a negative pastime. It’s more about promoting the gaming operations’ other services, he said.

“I certainly can see, in general terms, that a casino can denote something that’s not necessarily positive to some,” said Greendeer, who was elected president last year. “But I think there’s more to it than that.”

Greg Garvin is the executive manager at the newly named Ho-Chunk Gaming — Black River Falls.

“No doubt many emotional ties and memories were created at our facility when under the name Majestic Pines,” Garvin said. “We feel strongly, though, that any negative impact that this name change has caused has already dulled in comparison to the positive changes that have been made and that are yet to come.”

The nation employs about 1,700 people in its gaming facilities.

Reported By:  The LaCrosse Tribune