Ashton is managing both proactive and reactive communications with staff, vendors, customers, and other stakeholders across the Kentucky-based entertainment group's 11 properties and affiliated entities nationwide.
That work, which began in late April, includes a restructuring Web site and a communications toolkit
specific to each of the eight gaming markets affected by the reorganization, among other efforts.
Businesses included in the filing are the Tropicana Casino & Resort in Las Vegas and the Sheraton Hotel and Belle of Baton Rouge Casino. The Tropicana Casino & Resort in Atlantic City, which the state has held since last December, is unaffected by the filing.
"In any situation, you want to reassure customers, [be] trans-parent, [and show a] commitment and resolve," said Ashton MD Harlan Loeb, who added that it's too soon to say whether the firm will work with Tropicana beyond the restructuring.
The company hopes to emerge from Chapter 11 in the next three to four months.
"We are confident we will emerge as a stronger, more competitive brand with a solid financial structure and clearly enhanced fundamentals," Scott Butera, president of Tropicana, said in a statement.