Rebranding. Switcheroos. A game of musical chairs, only with resort names.
However you want to think of it, it’s a wild time on the Strip.
Hotels and casinos changing names is nothing new. It’s practically part of the city’s DNA.
What’s unfolding, though, is the sort of thing that usually needs to be tracked with one of those murder boards and their spider webs of push pins and different colored yarn.
Take the Hard Rock. Last March, it became Virgin Hotels Las Vegas, now The Mirage is going to become the Hard Rock. MGM Resorts International will retain the Mirage name, because developer Steve Wynn acquired the rights to it by paying $250,000 each to the La Mirage Casino, which was last known as the Key Largo, and the Mirage Motel, which became the Glass Pool Inn.
