Because they said so

Here's an update on the Bally's/Ballys post. I contacted Bally's, which apparently is owned by Harrah's. (Not Harrahs.) Not that this answers any questions, but it is good to know someone got back to me.

I just received word from our Marketing Department. They stated that the sign was completed well before our time so we are not exactly sure of the actual reasoning behind it, but traditionally when the BALLY’S logo is executed as a vertical, the apostrophe is dropped so that may be why it is without on the sign.

So it seems it's a vertical/horizontal thing. Like if Bally's stands up, it loses its lap and its apostrophe. I still don't like the way it looks. Maybe we could do an e-mail campaign in which people complained about this. If you're interested, go to the Bally's Las Vegas website and click on "contact us" on the top menu.