Change In Brand Name For Kansas Casino An Issue

JOHN HANNA

KANSAS CITY, Kan. (AP) — A proposed casino at the Kansas Speedway received a new brand when the company operating the Kansas City-area NASCAR track took on a new partner for its project, changing from Hard Rock to Hollywood.

The change is an issue for the state review board that will determine whether the project moves forward. The board's chairman has questioned how a name described last year as important to the project's success can be discarded this year.

The track's parent company, International Speedway Corp., had used the Hard Rock brand when its partner in the casino venture was The Cordish Co., of Baltimore. But when Penn National Gaming Inc., of Wyomissing, Pa., bought out Cordish earlier this month, ISC adopted the Hollywood brand Penn puts on its premier properties.

For the Lottery Gaming Facility Review Board, more than a name or theme is at stake. Chairman Matt All said the issue is whether one brand name is better at drawing customers than another — and whether the state stands to get more revenues either way — from what already will be a notably different project.