Mohegan Sun has unveiled a new name and brand for its Western, MA casino project. The new name that the property will operate under is Mohegan Sun Massachusetts.
“Mohegan Sun Massachusetts represents what we expect our project will come to represent: the premier New England gaming brand – and one of the premier gaming brands worldwide – delivering for Massachusetts,” said Mitchell Etess, chief executive officer of the Mohegan Tribal Gaming Authority. “We will deliver jobs, revenue, economic growth and memorable experiences for visitors from all over the Northeast – and from every corner of the Commonwealth.”
The brand campaign also features a new logo, updated website, direct-mail newsletter and social media functions. Drawing from the rich railroading history of Palmer, Mass. – known as the “Town of Seven Railroads” – the Mohegan Sun Massachusetts logo features a signature railroad track motif. That history is also highlighted in some of the architectural features of the project, which is planned for a 151-acre site off Route 32 in Palmer.
In addition, the brand highlights the unique qualities Mohegan Sun brings to the Massachusetts gaming industry. Mohegan Sun is the only New England based operator competing for a Western Mass license and the only operator with experience developing the type of rural destination gaming experience that patrons in this region have come to value and prefer over the past 20 years.
“We wanted our logo and brand to reflect the great history of Palmer because the community has been so supportive and engaged,” said Etess. “We also want to highlight the unique features of Mohegan Sun Massachusetts. Our site enables us to implement the rural destination model that has proven highly successful in New England. Our project represents the best opportunity for the state to benefit from gaming in Western Mass. And it’s our intent to be a founding partner of the casino gaming industry in the Commonwealth.”
Mohegan Sun also announced the launch of a new event series: “Working At and Working With Mohegan Sun: A Community Conversation”. Designed to answer questions and provide a foundation of knowledge about employment and vendor relationships with Mohegan Sun, the series will feature current Mohegan Sun employees, human resources representatives and vendors. Mohegan Sun Massachusetts will create more than 2,000 jobs in a variety of fields, including hospitality, engineering, transportation, gaming operations, security, human resources and marketing.
In addition, the series will highlight ways for local businesses to work with Mohegan Sun as vendors or through other partnerships. Mohegan Sun currently spends about $500 million annually on goods and services from local vendors near its Connecticut and Pennsylvania facilities. It also has established strong relationships with a variety of tourist destinations and organizations throughout the region.
“Our Mohegan Sun flagship property has grown to be one of the world’s most profitable casinos over the past 16 years and we have tremendous relationships with local businesses, tourist destinations and community organizations who are important drivers of the regional economy,” added Etess. “Through this new community conversation series, we’ll provide residents and businesses with important information about job and vendor opportunities that will be created through this new industry. It’s the unique experience, expertise and relationships we bring to the table which will enable the Commonwealth to maximize the economic benefits of expanded gaming.”
The new brand launch follows Mohegan Sun’s announcement of a strategic partnership with Brigade Capital Management, a $12 billion New York-based investment advisor, last January. Through this agreement, Brigade will invest capital into the project, giving Mohegan Sun the strongest financial platform of any casino proponent pursuing a license in Western Massachusetts.
Mohegan Sun, www.MoheganSunMA.com