The Omaha-Council Bluffs market’s only land-based, full service casino opened last week, ringing in a new era of gaming in the Midwest.

With roughly 100,000 square feet of gambling space on a single level — and a host of amenities located immediately adjacent to the gaming floor — the renamed Horseshoe Council Bluffs brings a new level of casino gaming experience to the market. Previously known as Bluffs Run Casino, Horseshoe received an $85 million renovation and expansion over the past year.

“The Horseshoe name is legendary in the gaming industry for making things right for the gambler, offering players the best odds, highest wagering limits and broadest array of games,” said Gaye Gullo, senior vice president and general manager of Horseshoe Council Bluffs. “And we empower our hosts, shift managers and supervisors to proactively comp players. As a result, Horseshoe is a favorite of savvy gamblers.”

Combining the most popular tables and slots with live greyhound racing and simulcast thoroughbred racing, Horseshoe Council Bluffs offers the broadest array of wagering options in the region.

As one of the Harrah’s Entertainment, Inc. (NYSE: HET – News) family of casinos, Horseshoe Council Bluffs features the award-winning Total Rewards® player loyalty program. Widely recognized as the industry leader, Total Rewards allows customers to earn comps and perks at Horseshoe Council Bluffs and redeem them at other Harrah’s-owned casinos across the country, including premier gaming markets such as Las Vegas, Atlantic City, Lake Tahoe and New Orleans.

“We designed the Horseshoe to be very open, with the restaurants, entertainment venues and other attractions located just steps from the casino floor,” Gullo said. “This is a world-class casino facility, with spacious aisles leading to more than 60 table games — including a World Series of Poker®-branded poker room — and 1,900 of the industry’s hottest slot machines. This is truly a one-of-a-kind facility in the Midwest.”

In addition to its gaming prowess, the Horseshoe name is known for providing excellent dining options and exciting entertainment. Horseshoe Council Bluffs holds to that model, offering a 400-seat buffet featuring live-action food stations with cuisine from around the globe; a 140-seat Jack Binion’s Steak House with a private dining area; JB’s Cafe, an 80-seat venue featuring colossal sandwiches, salads and desserts; and a 300-seat bar and entertainment venue that can be expanded to 500 seats for special events.

Harrah’s finalized its purchase of Horseshoe Gaming Holding Corp. in July 2004. The Council Bluffs property becomes the fourth Horseshoe casino in operation. The other Horseshoe casinos are located in Hammond, Ind.; Tunica, Miss.; and Bossier City, La. A fifth Horseshoe is expected to open in Indiana in late 2006 or early 2007.

Harrah’s Entertainment, Inc. is the world’s largest provider of branded casino entertainment through operating subsidiaries. Since its beginning in Reno, Nevada 68 years ago, Harrah’s has grown through development of new properties, expansions and acquisitions. Harrah’s Entertainment is focused on building loyalty and value with its customers through a unique combination of great service, excellent products, unsurpassed distribution, operational excellence and technology leadership.

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