’Auberge du Lac is no more. Well, at least its formal name is no more.

Since the resort opened in 2005, many Lake Area residents have simply called the sprawling complex “L’Auberge.” That colloquialism is now the casino’s official name: L’Auberge Lake Charles.

Julie Ragusa, the casino’s vice president of marketing, said parent company Pinnacle Entertainment chose to drop the “du Lac” ahead of the opening of another L’Auberge casino in Baton Rouge next year.

“The biggest decision factor was that with the upcoming opening of our Baton Rouge property, we decided we would brand that property just like ours,” said Ragusa, who added that the complex would have a similar theme to the resort in Lake Charles. “We decided just to simplify and have L’Auberge as the brand.”

The renaming is a part of a larger marketing campaign that the company has deployed across billboards throughout the region and on television.

The company, Ragusa said, has entered a new phase of marketing the casino to Southwest Louisiana residents.

“Initially, our main goal and purpose was to educate,” Ragusa said. “We really just wanted to inform everyone of what we were all about, and I think we’ve done that.”

Ragusa said the marketing efforts have now shifted to focus on L’Auberge’s ability to entertain.

“Our goal is to really showcase the experience you can have here at L’Auberge,” said Ragusa, who described the effort as “the next generation of the evolution of our campaign.”

In August, L’Auberge continued its streak as the state’s winningest riverboat casino. State police said L’Auberge won $27.3 million in August, nearly $10 million more than its nearest winnings rival, Horseshoe, which is in Bossier City.

Closer to home, Isle of Capri’s two riverboats combined to win about $11 million in August.