Sahara renamed in dazzling ceremony

Heralding the return of an iconic Las Vegas name, a vivid light show on the Strip accompanied the announcement that SLS Las Vegas will be called Sahara Las Vegas as it continues its renovations into 2020, hearkening back to the resort’s storied history.

Alex Meruelo, founder of the Meruelo Group and owner of SLS Las Vegas, announces the rebranding of the SLS Las Vegas to Sahara Las Vegas on Thursday, June 27, 2019, in Las Vegas. (David Becker/Las Vegas News Bureau)

“The Sahara played an important role in the evolution of the destination,” said resort owner/businessman Alex Meruelo as he unveiled the return to the Sahara brand with a drone light show, 3D projection mapping and a pyrotechnics display. “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.”

Included in the aerial imagery that brightened the sky — before a crowd of more than 700 local dignitaries, celebrities and hotel guests — were spinning slot wheels and winning hands of blackjack. A choreographed dance lead-in was fronted by a troupe of showgirls and dancers. It was all capped by a finale lighting up the new Sahara logo.

Meruelo acquired the property in April 2018 and initiated a $100 million-plus series of upgrades to the casino floor, hotel rooms, corridors and culinary lineup.

“We can make a big impact here at this location,” Meruelo said. “Our property is just the right size to deliver the bold yet personalized experiences that made visitors first fall in love with Las Vegas.”

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Las Vegas Newswire

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