Maddox said that’s because Wynn is not known as a man in many locales, including China. The name change in Boston follows closely the introduction of an effort to redefine the brand in Las Vegas and China, where a ‘We Are Wynn’ campaign has been unveiled for internal and external use. Keeping within the family of names, they were able to get rid of the tainted ‘Wynn’ name, and also not depart from their lifeblood. He was referring to the fact that they took a name from an existing Wynn property, the Wynn Encore in Las Vegas. What I’m not okay doing is using a brand outside of our portfolio.” Since we’re not up and operating yet, we are okay to using one of our brands. In Massachusetts, there seems to be more of a cultural sensitivity. We’ve been doing business there since 2005…. “Massachusetts doesn’t have 12,000 employees like we do in Las Vegas that are dedicated to Wynn,” he said to reporters after the meeting, where he told the MGC about the change first. Maddox said there was a cultural sensitivity in Boston that seemed to require the change, plus the company was new to the city and hadn’t started operating. Shortly after that, 1,600 construction workers got new shirts reading ‘Encore Boston Harbor.’

Less than 30 minutes later, new banners were wrapped around the fencing at the site with new names, new pictures and a new theme. The name change has been the worst-kept secret for months, but it had never been officially announced by the company until Friday, when CEO Matt Maddox made it official. At the same time that the mothership casino operation launches a campaign called ‘We Are Wynn’ in Las Vegas, the Wynn Resorts company has announced that they will take ‘Wynn’ off of the name in Boston – now being known at Encore Boston Harbor.

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