Sands sign coming down in South Bethlehem

As of late afternoon on June 11 only the d and s remain of the former Sands sign above Route 412 in South Bethlehem. (Photo by Christopher Holland) –

The glowing red Sands sign that has spanned route 412 in South Bethlehem for the last 10 years is coming down as part of a $15 million rebranding plan that is switching the Sands Casino Resort over to the name Wind Creek Bethlehem to reflect the new ownership – the PCI Gaming Authority of Poarch Band of Creek Indians of Alabama.

PCI Gaming officially purchased the casino and surrounding property on May 31 for $1.3 billion. The company plans to begin expansion efforts there including construction of new hotel space, event space and an adventure indoor waterpark.

But first the changeover to the new brand must take place. While the old signage is coming down now, it’s not being replaced immediately. Officials with Wind Creek expect a new sign to be installed in August.

Writer Stacy Wescoe has her finger on the pulse of the business community in the Greater Lehigh Valley and keeps you up-to-date with technology and trends, plus what coworkers and competitors are talking about around the water cooler — and on social media. She can be reached at stacyw@lvb.com or 610-807-9619, ext. 4104. Follow her on Twitter and on Facebook.

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