The long-rumored name change of the SLS Las Vegas back to the Sahara became official Thursday night.
Owner Alex Meruelo made the announcement during an elaborate event at the property’s Foxtail Pool area featuring a drone light show, 3D projection mapping and a pyrotechnics display.
The name change is expected to take effect later this year, although the resort’s marquee along the Strip was already electronically touting the location as the Sahara Las Vegas Thursday evening.
SLS/Sahara owner Alex Meruelo
“We are committed to delivering an intimate, unexpected and memorable visit for our guests,” Meruelo said. “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.”
Meruelo, through his privately held Meruelo Group, acquired the SLS in May 2018 for an undisclosed figure. His Los Angeles-based company began a $100 million remodeling effort at the 1,620-room hotel-casino at the north end of the Las Vegas Strip, which included restaurant changes, casino upgrades and hotel room renovations. Meruelo said Thursday the figure is now $150 million.
The name change had been anticipated since Meruelo bought the property, which was known as the Sahara from 1952 until 2011, when it was closed for a three-year remodeling. The Rat Pack-era resort was one of the iconic Las Vegas Strip hotel-casinos with Frank Sinatra, Dean Martin, Sammy Davis Jr., and other entertainers hanging out in the lounge area late at night and into the early morning hours.
Clark County building permits were uncovered last year that referred to the property as the Grand Sahara Resort. The SLS rewards program is named Club 52, which denotes the year the Sahara opened. In documents filed with the Clark County, owners of the property requested permission to change a number of signs to the Sahara name.
SLS statue will disappear soon
“The Sahara played an important role in the evolution of the destination,” 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.”
New additions to the resort also include a soon-to-be-revealed high limit gaming space and the newly debuted Casbar lounge.
The $150 million remodeling effort gave the property’s 60,000-square-foot casino a new look, that includes a bright and more modern atmosphere with a finished ceiling and new lighting. The casino’s slot machine areas and table game pits have been given a new layout. A new casino lounge and a new premium gaming area will be developed.
This week, California-based SBE Hotel Licensing, LLC, which owns the SLS brand, alleged in a lawsuit filed in Nevada that Meruelo’s ownership group has failed to pay at least $450,000 in fees since November. The licensing allowed the resort to operate under the hotel brand and operate SBE-brand restaurants within the resort, including a restaurant by celebrity chef José Andrés.
Andrés’ award-winning Bazaar Meat will continue to be the Sahara’s signature restaurant.
Paul Hobson, general manager of the Sahara (photo via Jeff Scheid)
General Manager Paul Hobson, who greeted the crowd and welcomed Meruelo to the stage, said “Our naming reveal is really just the beginning. 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.”
Foxtail nightclub will become a new ultra-lounge and changes will come to hotel lobby and guest check-in area.
The company completed changes to three hotel towers, which included enhancements to the elevator lobbies and room corridors as well as remodeled rooms. The Grand Tower had been operated by W Hotels and Meruelo’s group took back control of building in August. The spa area will also be upgraded.
Meruelo’s company acquired the hotel-casino from San Francisco-based Stockbridge Capital Partners. Stockbridge and SBE Entertainment purchased the Sahara in 2007 for $400 million.
The SLS transformation is similar to what Meruelo accomplished with his company’s first casino, the Grand Sierra in Reno. Formerly, known as the Reno Hilton and Bally’s Reno, Meruelo Group spent $175 million to transform the Northern Nevada property.
Before SBE and Stockbridge, the Sahara had four different owners. It was built in 1952 by Milton Prell, who sold the casino to real estate developer Del Webb nine years later. Paul Lowden bought the property in 1982 and sold the resort in 1995 to casino pioneer William Bennett, who died in 2002.
Over the years, the Sahara was best known for its entertainment. Ray Bolger, the scarecrow from “The Wizard of Oz,” was the opening night performer. Entertainment legends such as George Burns, Buddy Hackett, Don Rickles, Ann-Margret, Bobby Darin, Johnny Carson, Louis Prima and Duke Ellington appeared in the showroom.
In 1964, The Beatles stayed at the Sahara when they performed two shows at the Las Vegas Convention Center.
Stockbridge and SBE tore out Sahara’s famous House of Lords gourmet room and the property’s iconic swimming pool – the site of many famous Las Vegas celebrity photos from the 1960s – was rebuilt to include a center bar connected by bridges.
Howard Stutz is the executive editor of CDC Gaming. He can be reached at hstutz@cdcgamingreports.com. Follow @howardstutz on Twitter.
