Harrah's Betting Big

Rincon reservation resort gets new name, more hotel rooms, convention venue in $160M expansion - By Lori Weisberg- UT San Diego - March 6, 2014

Not content to cater just to Southern Californians, the Rincon Indian tribe is getting ready to debut an ambitious $160 million expansion of its Harrah’s-branded resort that it hopes will help elevate it as a world-class destination. Now at 1,065 rooms, the newly named Harrah’s Resort Southern California on Valley Center Road just south of Highway 76 will be the fourth-biggest hotel property in the county, just edging out the Sheraton Hotel and Marina on Harbor Island. It will also be the largest American Indian casino/resort in California in terms of hotel rooms, said Bo Mazzetti, chairman of the Rincon Band of Luiseño Indians. The North County resort’s new name, which no longer includes a reference to the Rincon reservation, will also go a long way toward more widely marketing the property, said Mazzetti. “This was a business decision made by the full council,” he explained. “If we’re going to do what we set out to do, which is to be a world-class facility and attract people from Russia, China, the United States, you have to have something attractive, something that people will understand. How many people are familiar with Valley Center or Rincon?” - Continue to UT San Diego -