Picket lines at Pickering and Ajax put on back burner as Great Canadian Entertainment re-brands

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Published August 3, 2022 at 4:22 pm

With ongoing strikes at two of its casinos and picket lines at least one other, Great Canadian Gaming Corporation decided a re-branding was its top priority and will now be known as Great Canadian Entertainment.

The re-brand is reflective of the company’s strategy to set a “new industry standard” for gaming entertainment in Canada. The rebrand also includes a new corporate website (greatcanadian.com), and launch of Great Canadian Rewards, a new loyalty rewards program for its 12 Ontario destinations.


“Our new rewards program and brand launch reflect our number one priority to offer a first-class gaming and entertainment experience for our guests,” said Tony Rodio, Chief Executive Officer, Great Canadian.

The new loyalty program, Great Canadian Rewards, will allow members to earn and redeem loyalty rewards at any of Great Canadian’s 12 destinations across Ontario. Members can earn rewards without the need for a physical card, as well as view new rewards, balances, and other offers online. The program will also include a mix of new benefits and premium choice partners for a “superior gaming experience.”

The launch of Great Canadian Rewards in Ontario comes as the company continues to make significant investments and upgrades across the province, including Casino Woodbine, site of a picket line incident on July 31 when a picketer was hit by a car, suffering a broken ankle.

Unifor, the union representing 800 workers at casinos in Pickering and Ajax currently on strike, claims the accident was in fact deliberate.

Great Canadian Entertainment has not issued a statement on the incident.

The scheduled upgrades at Casino Woodbine are scheduled for 2023 while the expansion of the Pickering Casino Resort is set for later in 2022.

“Diversifying our amenities, by way of additional hotels, entertainment venues, and more food and beverage offerings, elevates the guest experience while making a significant, positive economic impact in the communities where we operate,” said Matt Anfinson, Chief Operating Officer, Great Canadian. “We’re very excited about our new corporate strategy and the investments we have in progress, and those to come.”

Casino Woodbine, located in Toronto, Ontario, and one of Great Canadian’s 25 destinations across Canada, is currently undergoing redevelopment and expansion as Great Canadian’s largest capital project in its history. Once completed in 2023, the facility will feature a new 400-room hotel, an entertainment venue with seating for 5,000 guests, an expanded gaming floor, and an array of food and beverage options.

Pickering Casino Resort, meanwhile, will open its own 275-room hotel and entertainment venue with seating for 2,500 guests and additional food and beverage amenities later this year.

“We’re extremely proud of our new offerings and what is about to come. Our new brand and new rewards program reflect our clear vision for the company’s future. We want to give our guests a sought-after destination and entertainment experience that ups the ante for the gaming industry in Canada,” Rodio added.

 

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