EMBARGOED: Monday 28 September 2015
New name in play: The Ville Resort - Casino
North Queensland’s iconic casino has today officially transitioned to its new name, The Ville
Resort-Casino (The Ville.)
Colonial Leisure Group purchased the hotel-casino from Echo Entertainment Group for $70
million on October 1, 2014, and has spent the past 12 months preparing for this day.
“It has been an exciting process shaping the resort-casino’s new identity, and changing the name
is a key step in that process,” The Ville’s CEO Brad Morgan said.
“We wanted a name that was uniquely Townsville; a name that connects the property with this
city and the region and that travellers can associate with Townsville. We are confident that by the
end of our redevelopments the words ‘The Ville’ will be redefined to a place that locals can be
proud of and claim as their own.
“It is also a name that fits with our big-picture vision of a relaxed and resort-style entertainment
destination that will re-define the North Queensland hospitality experience.”
Design agency Alter has created new identities for other CLG-owned venues, and worked closely
with Sarah Butler, The Ville Marketing Manager to develop the branding and execution for The
Ville.
“The Ville is a proud and modern expression of Townsville as a tropical travel destination,” Alter
owner Jonathan Wallace said.
“We have drawn influence from once glorious and romantic icons such as the Gold Coat’s Pink
Poodle Motel and the iconic Beverly Hills Hotel in Los Angeles.”
CLG is legally required to cease using the ‘Jupiters’ name after September 30 2015.
“We have needed every day of the past 12 months to prepare for this name change, purely due
to the volume of materials we have needed to rebrand and the level of regulation our industry
experiences,” Mr Morgan said.
“To design, manufacture and obtain the required approvals on our gaming chips alone has been
a six month process with no delays.
“The wait has been worth it; our 67,000 new gaming chips and 17,000 decks of playing cards
have arrived, and are in use from this week.”
The Ville Resort - Casino’s $30 million refurbishment includes plans for a resort style pool, new
bars and restaurants, re-sizable poolside function rooms, a refreshed casino and renovated hotel
rooms.
Two more major announcements regarding the redevelopments are expected before the year is
out.
ENDS
For further information:
Sarah Butler, Marketing Manager at The Ville Resort-Casino
4722 2203
[email protected]
MORE ABOUT THE NEW LOOK:
See supplement for inspirational references and execution examples. High resolution
version available on request.
Alter:
Alter is a design agency lead by Jonathan Wallace. The studio is a diverse creative practice with
a profile built across music, hospitality, fashion, art and architecture. From gold records to gold
medals, Alter’s work has been locally and internationally acknowledged and awarded.
alter.com.au<http://alter.com.au>
“The Ville identity celebrates Australia’s remarkable northern tropics region, home to beaches
and rainforests that are interwoven with the Australian sense of national identity,” Alter owner
Jonathan Wallace said.
Andrew Murray (Gatsby):
An Australian artist, Andrew Murray was commissioned to create an artwork for use in The Ville’s
collateral.
The work is titled ‘Ocean Liners’, and was painted at Magnetic Island in August. Painting ‘plein
air’ (outside), the aim was to record what was happening at the time in the day: the tide, the sun,
and the beachgoers that flocked to Alma and Horseshoe Bay.
The title makes reference to the movement of both the water and line work, and how deep down,
we all crave to be as fluid and carefree as the ocean.
withgatsby.com.au http://www.withgatsby.com/