Wynn rebrands Boston Harbor casino

The Boston casino project’s name will be changed from Wynn Boston Harbor to Encore Boston Harbor after the Steve Wynn scandal.

US.- Wynn Resorts continues to break apart from Steve Wynn after the sexual misconduct allegations. Last Friday, newly appointed CEO Matt Maddox announced that the Wynn Boston Harbor will be renamed as the Encore Boston Harbor.

“The Wynn brand is strong, and I understand it and I believe in it globally,” he said during a presentation to the Massachusetts Gaming Commission but asserted: “I also understand the cultural sensitivity here.”

Maddox was appointed as the company’s head after Steve Wynn stepped down because of the sexual misconduct allegations, which he denied and called “preposterous.” He also sold all of his stake in the casino company in order to separate his individual image from the company’s and its operations.

Despite rebranding the casino, Wynn’s CEO has also said recently that the company doesn’t rule out a potential sale of the project to protect its bottom line. “We’re a US$30 billion company, and if there was ever any risk, due to heightened rhetoric, that there would be any contagion from Massachusetts into Wynn Resorts, we will have to take a hard look at what is best to protect our shareholders and our value,” he said.