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Jupiters officially becomes The Star Gold Coast

Jupiters has officially become The Star Gold Coast with the highly-anticipated changeover happening yesterday (March 30).

Having played a pivotal role in shaping the face of the City since opening in 1985, the transition to The Star comes as the property redevelopment enters the next phase.

Six new food and beverage offerings, 596 refurbished hotel rooms and a luxury poolside experience are among the already completed features, signifying the start of a new era for the Gold Coast’s future star.

A new six-star luxury hotel at the front of the property will also open before the Gold Coast 2018 Commonwealth Games, and approvals have been received for an additional 200-metre hotel and apartment tower.

More than 800 items and 130 signs have played a starring role in the property rebranding. From the prominent five-metre emblem that proudly occupies the western facade, to the finer details such as streamlined hotel collateral, uniforms, and chocolates on pillows.

The alignment follows parent company The Star Entertainment Group’s transition to a consolidated brand in November 2015 and heralds a new era for the Broadbeach Island property – further leveraging the equity built by The Star in domestic and international markets.

The Star Entertainment Group’s Managing Director Queensland Geoff Hogg said the transition to The Star was another exciting milestone in the property’s 30-year history.

“The refurbishment of our existing facilities has served as a catalyst in providing the standards of product excellence, and guest services, that The Star brand represents,” he said.

“The Gold Coast’s reputation as a must-visit destination continues to strengthen with both leisure and business travellers, so we are working to create a broad offering that will help to support this well into the future.

“As a group we’ve put significant investment into ensuring we provide a distinctive premium product which will in turn, become a major driver in attracting vital economic benefits for the Gold Coast and Queensland tourism more generally.”

While the essence of the property will remain true to its Gold Coast roots, The Star Entertainment Group Managing Director and CEO Matt Bekier said that Jupiters’ transition to The Star Gold Coast would enable the company to drive awareness and recognition for the evolving property – as being a strong individual entity under a unified group umbrella.
“Our Gold Coast property is renowned for its bold, optimistic and enthusiastic character,” he said. “Its connection to the community and the spirit of the Coast is its point of difference, and there will be even greater emphasis on these characteristics moving forward.

“We have set impeccable standards for our properties, and are committed to establishing Gold Coast, Sydney and Brisbane as world-class integrated resorts that retain their authentic local spirit whilst delivering consistently premium standards of service and experiences,” Bekier said.

The existing refurbished five-star facility will be joined by the six-star luxury hotel tower before the Gold Coast 2018 Commonwealth Games and the additional 4.5 star hotel and apartment tower in 2020.

The long term master plan concept for the property provides future development options potentially worth multiple billions of dollars featuring up to five new hotel and/or apartment towers, a world- class recreational deck, and new entertainment facilities.

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