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Pickering and Ajax have put picket lines on the back burner as Great Canadian Entertainment re-brands

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by Glen Hendry

Published August 3, 2022 at 4:22 pm

With attacks on its two casinos and picket lines going on at least one other, Great Canadian Gaming Corporation decided that re-branding was its top priority and would now be known as Great Canadian Entertainment.

The re-brand reflects 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 the 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 our guests a first-class gaming and entertainment experience,” said Tony Rodeo, Great Canadian Chief Executive Officer.

The new loyalty program, Great Canadian Rewards, will allow members to earn and redeem loyalty rewards at any of 12 Great Canadian Destinations in 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 an “improved gaming experience”.

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

Unifor, a union representing 800 employees at the casinos at Pickering and Ajax, is currently on strike, claiming the crash was in fact intentional.

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

Scheduled upgrades to Casino Woodbine are scheduled for 2023 while an expansion to Pickering Casino Resort is scheduled for later in 2022.

Matt Enfinson, GREAT’s Chief Operating Officer, said, “Diversifying our facilities through additional hotels, entertainment venues, and more food and beverage offerings enhances the guest experience, allowing us to make a significant, positive economic impact in the communities we serve. is where we work.” Canada. “We are very excited about our new corporate strategy and the investments we have in progress and the upcoming investments.”

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 a range of food and beverage options.

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

“We are extremely proud of our new offerings and what’s to come. Our new brand and new rewards program reflect our clear vision for the future of the company. We want to give our guests a preferred destination and entertainment experience that matches gaming in Canada. Go ahead for the industry,” Rodeo said.

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