Operator News

US – Meruelo Group confirms rebrand back to Sahara

By Phil - 1 July 2019

The Meruelo Group has confirmed that it is going back to its roots in Las Vegas by rebranding SLS Las Vegas back to Sahara Las Vegas, an iconic brand from the 1950s that was ditched in 2013.

In a city known for over-the-top spectacle, Las Vegas as businessman Alex Meruelo unveiled the return of Sahara to the world-famous Las Vegas Strip with a dramatic announcement revealing the resort name in a bold display of modern engineering. In a first for Las Vegas, the custom-made production featured a dynamic Intel Shooting Star drone light show, 3D projection mapping and pyrotechnics display.

Mr. Meruelo addressed a crowd of more than 700 special guests, which included local dignitaries, celebrities, hotel guests and team members. He shared his vision for the iconic resort, his love of Las Vegas and long-held desire to make his mark on The Strip.

“We are committed to delivering an intimate, unexpected and memorable visit for our guests. We want people who stay with us to say, ‘My God what an experience!’ because experience leads to memories. And, that’s what we want to create, memories and experiences you won’t forget.

“To do that, we had to find the right resort,” Mr. Meruelo continued. “And, this is the right resort. We can make a big impact here at this iconic location. Our property is just the right size to deliver the bold, yet personalised, experiences that made visitors first fall in love with Las Vegas.”

Meruelo acquired the property in April of last year and quickly embarked upon a more than $100m transformation that, to date, has included upgrades to the casino floor, hotel rooms and corridors as well as additions to its award-winning culinary program. Meruelo’s debut comes at a time when there are few sole proprietors left along the Las Vegas Strip. As a life-long entrepreneur with a track record of business success, Meruelo expressed his commitment to continual improvement and investment in SAHARA Las Vegas ensuring the resort remains both timeless yet modern so that guests will want to return time and time again.

“The Sahara played an important role in the evolution of the destination,” Mr. Meruelo said. “And, we are now responsible for shaping a new narrative. We are writing the next chapter in the city’s evolution, for the love of Vegas.”

Joining Meruelo in his quest is an experienced leadership team led by General Manager Paul Hobson. Hobson, who greeted the crowd and welcomed Meruelo to the stage, presided over the property’s re-branding and is responsible for bringing Meruelo’s vision to life.

“The team here knows that we’re part of something special,” said Mr. Hobson. “Every member of the team, from leadership to the front line, is excited to welcome Sahara back to Las Vegas. And, we are excited for our guests to join us on this journey, experience the many changes taking place on property and offer them unparalleled service. Our design team has laboured over every detail, bringing a style and sophistication that we believe our guests will immediately appreciate.”

The debut of the new name is part of a series of renovations for the boutique Strip resort that will continue well into 2020. Additional enhancements are scheduled to begin later this year including updates to the hotel lobby and guest check-in with additional improvements to be announced in the coming months.

“Our naming reveal is really just the beginning,” continued Mr. Hobson. “The announcement event is demonstrative of the unexpected experiences our guests will find at Sahara. We are creating an inviting, modern resort experience brimming with surprising details that will leave our guests feeling wowed every time they set foot on property.”

The SAHARA Las Vegas reveal event featured 250 Intel Shooting Star drones, which are designed for entertainment purposes and capable of creating more than four billion color combinations to light up the sky. The spectacle, which featured dynamic aerial imagery including spinning slot reels and winning black jack hands, included 3D projection mapping that paid homage to Las Vegas’ glamorous past as well as a choreographed dance lead-in led by a troupe of authentic Las Vegas showgirls and dancers.