Las Vegas casino resort group SLS Las Vegas is going back to their roots, re-branding as Sahara to try and boost revenues.
The Sahara Hotel & Casino was in operation in Sin City for nearly 60 years, becoming a recognizable staple with its neon lights and hosting celebrities. The spot was closed and purchased by multiple groups, changing its name to SLS Las Vegas after extensive renovations. In recent years, SLS's revenues have sagged, and current owner Muero Group has opted to turn back time and change the casino's name back to the Sahara, hoping to cash in on that nostalgic Vegas vibe to drive traffic.
Whether or not the change will work is up for debate. There are numerous skeptics who feel that the property's days are numbered, as the property is located at the northern part of the Vegas Strip and other casinos have failed in recent years.