Parq Vancouver has officially rebranded to Parq Casino, meaning the 72,000-square-foot space is transitioning away from broad entertainment to focus on a gambling- and casino-first approach.

Karen Gray, Parq Vancouver’s VP of marketing, tells strategy that the move came after brand research signaled a shift in player behaviour. The update includes a sleek and modern design, a new name and logo and a revamped website. The revamp was necessary because too often “we look and sound just like our competitors,” Gray adds.

“Starting with our brand, we love how the design elements, though grounded in the casino category, feel fresh and original when compared to other casinos here, and even those in other markets,” she says.

Angus Reid began tracking brand performance a few years ago to better understand Parq Casino’s potential for growth across different audience segments. When the data came in, the casino started talking to Full Punch, its project-based agency partner, to help define the new strategic narrative and develop the Parq Casino brand stance. “From there, we moved through the identity process and ultimately worked with Full Punch and our internal teams to roll out the new brand platform,” Gray says.

As downtown Vancouver’s only casino, which is also located near BC Place and Rogers Arena, Parq Casino has historically catered to casual players, drawing in local crowds before and after events.

“The entertainment audience comes and goes according to the events calendar, but with the casino-first approach, new growth will come from the casino players, not casual visitors,” Gray says. “Therefore, we needed our brand aesthetic to focus on casino gambling in a way that’s relevant to the player and true to the experience at Parq Casino.”

While sports book and online sports bets have taken off, Gray says players are still drawn to the lively atmosphere of the casino. “There’s also a social experience for players being around other players that can’t be replaced on a screen, Gray says. “Parq Casino has the games people want to play in an environment that’s full of energy.”

For outreach, Parq Vancouver is focused on its owned assets and some consistent media placements throughout the city, while in 2025, the brand will be rolling out an awareness and conversion campaign.