For more than 25 years the Gold Coast’s only Casino has been known as Conrad Jupiters.
Local punters also have their own pet names for ‘the Cass’, but following the end of its long running association with Hilton, it has emerged sans Conrad as simply Jupiters Hotel and Casino.
The new name is complimented by what the marketing department have hailed as a new look logo featuring a sleek and sophisticated font-style in a muted gold colour.
Jupiters CEO Stuart Wing doesn’t anticipate any difficulties for Gold Coasters to warm to the new brand.
“We don’t think there is any significant issue. Jupiters is an iconic and powerful consumer brand on the Gold Coast,” he says.
“The interpretation and style of the new branding really suits what the property stands for and the Gold Coast. It’s open and free and typifies what people have come to expect from the property in service and entertainment.”
Since dropping the Conrad moniker, Jupiters, a subsidy of Melbourne-based leisure and entertainment maestro Tabcorp, has joined global association of independent four and five-star accommodation providers World Hotels.
Wing says neither Tabcorp nor Hilton ‘pulled the plug’ on the partnership, stating the decision ‘was in the best interests of both companies’.
“It worked mutually for both parties. It was a natural progression for Jupiters and we’ve since joined World Hotels to be among more than 120 self-owned properties around the world,” he says.
“We expect that joining the association will give us more brand exposure as it showcases some tremendous hotels.”
With 2100 staff on the books, Jupiters Hotel & Casino remains the largest private employer on the Gold Coast and second outright behind Gold Coast City Council.
Wages and salaries alone top more than $100 million each year and its annual injection into the local economy in goods and services is estimated to be around $50 million.
Following $70 million worth of renovations on its hotel rooms, bars and entertainment, Wing says the rebranding is an exciting step forward as Jupiters’ continues to invest heavily in its assets as a major growth strategy.
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