The new owner of the failed SLS Hotel & Casino Las Vegas is reportedly looking to rebrand the property as Grand Sahara Resort as part of a planned $100-million renovation and upgrade according to Scott Roeben of Vital Vegas.
Alex Meruelo, the owner, has previously said that they planned to rebrand the hotel and casino complex, but has not revealed what its new name would be but it was reported earlier this week that the Grand Sahara name was used in interior remodeling paperwork the property’s new owners have filed with the city earlier this month. The Meruelo Group currently owns the similarly branded Grand Sierra Resort & Casino in Reno, which it purchased back in 2006.
The reported new name of the casino property refers back to the days when it was quite popular with visitors of the Strip. The SLS originally opened doors in 1952 as Sahara Hotel and was the sixth resort on the emblematic Las Vegas Strip.
Once its remodeling is complete and it resumes operations, the Grand Sahara will look to attract new groups of customers, with a focus on Hispanics. Mr. Meruelo, who is Cuban, said he would be creating not yet announced restaurants and facilities that would target that audience.
It has been reported by several outlets that it looks like all of the restaurants that are affiliated with the SLS will be kicked out as part of the rebrand.
Pesach “Pace” Lattin has been doing online media and marketing for over 20 years and has earned the reputation of having a high standard of ethics and being an expert in both brand and direct response. Follow me