Spectacle Entertainment

Community Cause Branding Strategy


Spectacle Entertainment brings Vegas-style thrill to Northern Indiana in the spirit of Hoosier hospitality. The company is also in partnership with Hard Rock International on the joint venture Hard Rock Casino Northern Indiana, an entertainment complex with thousands of slots, top-notch dining venues, and an electric showroom experience.

While Spectacle has elevated Northern Indiana’s status as an entertainment scene, a true win for the company is uplifting the communities it serves. All senior leadership are board directors for local charitable and community organizations throughout Gary and Northern Indiana, sponsoring and volunteering their time to raise thousands of dollars for local programs and events.

Spectacle wanted to demonstrate that it wasn’t just serving the communities of Gary and Northern Indiana through tax revenue and employment—it was actively engaged in enhancing the region’s quality of life.

Spectacle Entertainment All-IN logo



Since we had worked previously with Caesar’s Entertainment as well as Indiana Grand Racing & Casino, Spectacle enlisted Asher to share its unique story as an entertainment company devoted to its community.

We began the campaign by developing a logo to encapsulate Spectacle’s mission. The tagline plays on the traditional meaning of “all in,” which refers to a poker player betting all their chips on a single hand. The other meaning of that phrase captures Spectacle’s unwavering commitment to the community, with the “IN” segment of the tagline paying homage to Indiana.

With an identity established, we launched an awareness campaign with the goal of activating the community and deepening affinity. We developed a marketing toolkit to spotlight Spectacle’s integrated giving strategy, which was the diverse pool of organizations company leadership contributed to.

Asher developed a series of print ads showcasing Spectacle’s involvement in all facets of the community. Each placement captured a unique story about each leader’s community involvement from family services to the arts. Our collateral highlighted a series of partnerships, including initiatives with the Food Bank of Northwest Indiana, the Salvation Army, and the Humane Society.

Spectacle Gaming Insights ad
Spectacle Gaming Insights ad


The campaign reinforced Spectacle’s culture of diversity, team member engagement, and local commitment to instill pride and purpose not only in the company’s employees, but the community at large.

Spectacle has anchored itself as a staple of the Gary community, bringing in capital resources and cultivating relationships with community leaders to breathe life into the steel city. The company’s local efforts have all been in service of helping residents achieve greater quality of life, and that commitment will only strengthen as its venues capture the patronage of gaming enthusiasts far and wide. With the company’s foundation built on community values, we hope to continue helping Spectacle make Northern Indiana a premier entertainment destination.

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Asher is proudly certified as a Women’s Business Enterprise by the State of Indiana. We are committed to supplier diversity by corporations and government agencies and happy to be certified to add diversity to your supply chain.

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