When the Palms reopens this spring, it will bring new energy — and competition — to Las Vegas as it adapts to what’s become a new era in the gaming industry. According to its new general manager, smartphones will be a big part of attracting patrons seeking to create experiences and memories.
The Southern California-based San Manuel Band of Mission Indians made history Friday when it closed on the $650 million purchase from Red Rock Resorts, one day after the Nevada Gaming Commission signed off on its licensing. It will retain the name Palms.
It marked the first time a Native American tribe has owned a Las Vegas casino. The marquee at the Palms echoed that on Friday with its message: “Let’s Make History Together.”
The tribe has already set its sights on a strategy, of which visuals will be a big part, from everything on the gaming floor to views of the Strip and Las Vegas Valley from suites.
“We will be building the new Palms,” said Cynthia Kiser Murphey, a Las Vegas casino veteran who previously worked at MGM Resorts International. “It’s a different era. The industry has changed a lot. It’s about adapting the new Palms to what the environment is. The last two years have changed the landscape of delivering entertainment, hospitality, and gaming.”
Kiser Murphey said her team will create a gaming floor “that’s very energetic,” and it starts with hospitality employees who care deeply about delivering service. Great food and beverage and excellent entertainment will help create that energy, she said.
“How do we create energy? The Palms is a beautifully appointed stage and it’s our job to make it come to life,” Kiser Murphey said. “I believe (guests) want to be spontaneous. I don’t think they want a set agenda. They want a lot of opportunities to take pictures. We’re in the business of creating memories. What you take away in your heart and mind, as well as your iPhone, is important from a hospitality experience.”
Located just west of the Las Vegas Strip, the Palms is positioned like no other property with its suites facing the resort corridor, the valley and Allegiant Stadium.
“These suites have a unique position in the world when it comes to hospitality products, which makes them very attractive to customers and convention groups,” Kiser Murphey said. “You can host everything from a small family gathering to large company gatherings. These suites are stunning. They’re very carefully appointed and have views that are unmatched looking across the skyline. We’re super excited about these suites.”
The Palms will also capitalize on being on the same side of Interstate 15 as Allegiant Stadium and Kiser Murphey said they have a “nice route” to get customers to the stadium for football games and other events.
The Palms has historically been known for its nightclub activity that attracted a younger crowd, but that’s not expected to return. Kiser Murphey said they’re diligently working on “some programming opportunities” for that space.
Among the resorts amenities that will return as quickly as possible is the Pearl Theater, the entertainment venue that has hosted concerts and comedians.
“We will put together a new entertainment lineup at the Pearl Theater,” Kiser Murphey said. “It’s a very sought-after venue. The acts like to perform there. It has great acoustics and wonderful history and good karma. We will be able to bring that back right away.”
Kiser Murphey said there’s great excitement and anticipation over the reopening and called it “an incredibly important moment for all of us.”
As for a date, that can’t be pinpointed until the property hires 1,200-plus employees in early 2022 and gets what it needs from a slowed supply chain that includes linens and gaming chips.
The Palms will draw from the San Manuel tribal database for its casino hotel in San Bernardino County, the 432-room hotel at Yaamava’ Resort & Casino at San Manuel in Highland that opened last week. It will also market to the rest of Southern California, Arizona, Utah, and the Pacific Northwest. Las Vegas locals will also be an important part of its customer base.
By not reopening the nightclub, analysts have suggested that the Palms will cater to an older customer similar to what the tribe has in California. Kiser Murphey said they don’t want to be pigeonholed.
“The Las Vegas community is right here and we’re very much a part of it. Our team is part of the community,” Kiser Murphey said. “We don’t need to rely on one particular group of customers. We need to be welcoming to many groups.”
No group is more excited about the opening than the tribe, whose members were buzzing once the Gaming Commission granted approval.
“I’ve been sitting here trying to figure out the words to describe it and the only words I can come up with are surreal,” said Latisha Casas, chairwoman of the San Manuel Gaming and Hospitality Authority. “It really just is. The weight of the moment and the journey we have been on to get to this point are overwhelming.”
When asked if the tribe is eyeing other opportunities in Las Vegas, Casas said, “Right now, our total focus is all Palms. We’ve worked so hard to get to this point and we’re on board to make sure we do everything the right way.”
Casas said they had their “eyes and thoughts” on Las Vegas for a while and when the opportunity arose for the Palms, they did the analysis and determined it would be right for the tribe.
“It was almost like the timing was perfect in the way everything aligned,” Casas said. “We were able to do the due diligence on the Palms and here we are today. It’s been quite the journey and we’re super excited.”
The arrival of the San Manuel Tribe comes after the Mohegan Sun started operating the Virgin Hotels Las Vegas casino earlier this year. Last week, the Seminole Tribe of Florida announced it will buy the operations of The Mirage from MGM Resorts International.
“It’s exciting to know we have our fellow tribal families that are coming into the area as well and we’re looking forward to it,” Casas said. “I think that is due to Vegas being the gaming mecca. Everyone wants to be here and we’re eager to add to the legacy that is Las Vegas.”
