The Belle of Baton Rouge, a longstanding symbol of hospitality and gaming in Louisiana’s capital, has undergone a significant transformation. Now rebranded as Bally’s Baton Rouge Hotel, this change marks a major step in revitalizing the oldest casino in the heart of downtown Baton Rouge, aligning it with Bally’s national brand of entertainment venues.

A new identity for an old favorite:

In a bold move orchestrated by Bally’s Corporation following its merger with The Queen Casino & Entertainment, the parent company of the Belle, the rebranding reflects a strategic alignment under the Bally’s banner. This rebranding initiative started with the installation of new Bally’s signage on the hotel, symbolizing a fresh beginning for the property, which has been closed since the onset of the COVID pandemic due to significant roof damage.

Richard Cannon, the General Manager of the Belle of Baton Rouge, expressed enthusiasm about the rebranding: “Bally’s brand is respected worldwide, and it’s thrilling to have a name that’s synonymous with contemporary entertainment join the Baton Rouge community.”

The rebranded hotel features 242 fully renovated rooms and introduces a host of luxury amenities, including an ultra-modern fitness center and a VIP lounge with panoramic views of the Mississippi River, downtown Baton Rouge, and the LSU campus. Daniel Hutchinson, Hotel Operations Director, highlighted the hotel’s commitment to an elevated guest experience, saying, “We can’t wait to welcome guests to the new Bally’s hotel. Every space has been reimagined to provide patrons with an elevated, luxury experience.”

Future developments and economic impact:

The transformation extends beyond mere cosmetic upgrades. According to The Advocate, Bally’s Baton Rouge is poised to expand its footprint with the development of a new land-based casino slated to open in the fourth quarter. The casino will occupy 25,000 square feet within the hotel’s atrium and will feature 800 slot machines, 20 to 25 table games, a sports book, a sports lounge, an oyster bar/bistro, and a cocktail bar. This expansion is expected to generate approximately 350 new jobs, boosting the total workforce to just over 500 and increasing the casino’s payroll by $13 million.

Beyond economic impacts, the rebranding initiative aims to resonate with the Baton Rouge community through customized lighting displays on the hotel that will celebrate local milestones and events throughout the year. This effort to integrate more deeply with local culture underscores Bally’s commitment to enhancing Baton Rouge’s entertainment landscape.

As Bally’s Baton Rouge Hotel gears up for its grand reopening on March 31, the excitement within the community is palpable. With its strategic enhancements and community-focused initiatives, Bally’s Baton Rouge is set to become a cornerstone of entertainment and luxury in downtown Baton Rouge, promising a new era of experiences for locals and visitors alike.