BIG IDEA, LOCALS MARKET.

Our biggest priority was to develop an experience for the newest Station Casino that would be comfortable to a broad audience, both for the everyday and that big night out on the town. We also needed to attract not just the existing Stationslovers, but also a new, younger audience with a fresh new look and a dialed experience. Aliante was our opportunity to define the new Station Casinos. So we started with a defining big idea: “A Community Getaway: High Class, Low Maintenance.” We then derived brand characteristics and a tone of voice and created an optimistic, playful and engaging expression that is unique to the property and its spirit to keep us on point. We then created everything necessary to open this place – from advertising, invites and billboards to naming all the restaurants and creating their experiences. We did all we could to help open those doors.

ALIANTE AND BEYOND.

Aliante set the bar for locals gaming. More importantly, it is a template for the future of Station Casinos – a fresh new look, a true community getaway and the place to be.