The SAHARA Is Back – But Is It Too Late?


The iconic hotel gets yet another chance after the SLS debacle…

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The Sahara Hotel was one of the first casino resorts I stayed at when the Vegas love affair began. This was back in 2005, just when the landmark property was about to plummet to its lowest depths. Once a legendary destination, Sahara had become a place of despair. That being said, it still had its purpose as a value destination for those on a budget.

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In 2007, Sam Nazarian and Stockbridge Real Estate Group purchased the Sahara…and quickly ran it into the ground. My final stay in the summer of 2009 was so awful that I vowed it would be my last. Exposed electrical wiring, broken lamps, cigarette burns in the carpeting and furniture, golf ball-sized hole in the shower stall, broken bed frame, filthy casino restrooms….well, you get the idea.

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Nazarian locked the Sahara’s doors on May 16th, 2011, taping up a handwritten sign as his final farewell. To those of us who knew what he’d done to the place, this served more as a threat than a beacon of hope:

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When the property’s liquidation sale was announced, I flew in from Oregon to attend. We bargain-hunters and nostalgia-seekers were escorted onto the property in controlled groups, required to listen to a presentation before being unleashed to go exploring. Our guide told us that the hotel would eventually be re-opening under the name “SLS”. The fellow next to me said “S.O.S.? What kind of name is that for a hotel?”. If he only knew how prescient his question was…

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SLS Las Vegas opened three years and three months later. I was one of the first guests to check in on opening day….and just about everything went awry. No elevators in the parking garage, malfunctioning elevators in the hotel towers, being assigned a room that was already occupied, problems with the TV and more. Of course, all of these things were growing pains and could be easily forgiven for a newly-opened establishment.

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What couldn’t be overlooked was that the concept of turning a rundown north-Strip relic into an expensive knockoff of a Los Angeles hit was a fool’s errand. Nazarian and team had entertained the idea that LA residents would come to Vegas to experience what they already had at home. They packed the SLS with not one but SEVEN Hollywood-based Fred Segal shops, taking up every retail outlet within the resort. Within a year, they were all gone.

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Some things vanished even quicker that the Segal stores. An excellent new second-floor buffet was shuttered after only three months. LA-based Griddle Cafe lasted an entire five months before pulling out. Foxtail Nightclub was quickly shut down and LIFE Nightclub was gutted/converted into The Foundation Room (allowing for Foxtail’s pool club to reopen at night).

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The musical chairs within the building were shuffled as frequently as the execs in the boardroom. SLS Las Vegas was, without a doubt, a resounding flop from every perspective. All because it tried to be something it wasn’t and deliver something the city never needed.

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What Sahara really needed was another chance to be the Sahara again. Refreshed, revitalized, reborn as “The New Sahara”, perhaps….but NOT re-branded into an expensive luxury destination built on a rickety old foundation. The little nods to Sahara’s past had been peppered into the SLS decor, but this was essentially lip service to people like me…those who continue to embrace Sin City’s past.

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But the Sahara’s soul had been ripped out along with the theme, camels and that unforgettable neon porte cochere. It was replaced by bare concrete and a nearly-colorless, white/grey/black palette with bare ceilings, exposed duct work and a bar that looked like a boardroom full of monkeys. An artistic representation of reality, perhaps?

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Last week’s announcement that current owners Meruelo Group would be restoring the Sahara name was met with great fanfare (Scott Roeben’s VitalVegas.com readers knew quite awhile ago that this was in the works). It’s the hottest topic on Vegas message boards, Facebook pages and blogs like mine right now, so there’s interest in the old property after all.

Mostly everyone seems to like what’s been happening at the old/new Sahara. Meruelo has re-acquired a tower that had been taken over by W Hotels. They’ve restored full in-house operations and are putting a reported $100 million or more into additional renovations, much of them to address the despised flaws in the SLS room redesigns. Even the Casbar Lounge is back in a modern incarnation!

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             Sahara owner Alex Meruelo and wife Liset and name-reveal gala…

The company’s founder Alex Meruelo had this to say last week about the property’s future:

The SAHARA played an important role in the evolution of the destination. 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.
We are committed to delivering an intimate, unexpected and memorable visit for our guests. 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.
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                                               Casbar Lounge then…
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                           …and now…(photo by Scott Roeben, Vital Vegas)
You can watch a video of the announcement by clicking here. The press release went on to say:
Alex Meruelo’s debut comes at a time when there are few sole proprietors left along the Las Vegas Strip. As a life-long entrepreneur with a track record of business success, Meruelo expressed his commitment to continual improvement and investment in SAHARA Las Vegas ensuring the resort remains both timeless yet modern so that guests will want to return time and time again.

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So yes, there’s plenty to be excited about The Sahara’s return. All signs point towards things being done correctly this time. But is it too late to matter? That depends on the final product and where it fits into the 2019 market.

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    World Tower room at SLS. Super-boring, oddly arranged, claustrophobic…

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                               New color scheme on current Story Tower room…

I have no problem in admitting that, just because of the name, I’m much more inclined to book or recommend a hotel called “Sahara” than “SLS”. After all, there is a major road and several current businesses in the area that are named after it. Sahara IS Vegas…it evokes the desert, a rich history and promises of an experience that “SLS” (that nonsensical clump of letters) never could.

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Many of us have complained about the removal of themes from Strip resorts. Then we lost our cool when office-bland City Center bleached out any hope of their restoration in the future. So if Sahara dares to restore its past Moroccan motif, even just a little, we owe it to Meruelo Group to support their audacity and daring.

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It’s reassuring to know that the new owners have already done a great job of returning Reno’s Grand Sierra Resort to relevancy. They’ve wisely appealed to a variety of guests from the frugal to the elite, managing to modernize that hotel/casino while acknowledging its rich 41-year history. That’s exactly what The Sahara needed to do all along.

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There are plenty of reasons to give the new Sahara a try. Resorts World and The Strat are drawing much-needed attention to those few blocks of the Strip. Sahara has its own monorail station, tying with Westgate for the most accessible of any stop on the line. Vital Vegas broke the news that foodie-favorite Bazaar Meats will remain and get expanded. He also reported they’re gaining an established resident production (the nauseating-yet-inexplicably-popular Magic Mike Live) that is sure to draw traffic back into the resort.

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So let’s hope that Meruelo Group continues their current audacious path for The Sahara. They’ve been running reduced booking rates, “No Resort Fee” and “Half-off Resort Fee” specials since taking over, have maintained free parking, attracted a variety of hip comedians and made the casino layout more appealing.

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With the right mixture of value, service and dining/entertainment/gaming offerings, The Sahara could become a standout destination that the current Las Vegas is sorely lacking…a fun affordable Sin City resort worth returning to over and over.

Photo By Denise Truscello

Sahara fans are invited to witness its rebirth and transformation via a newly-launched website. Follow the excitement and sign up for updates by clicking here

Photos: Sam Novak, Greg C., SLS/Sahara, Vital Vegas, KVVU-TV, Pinterest, The Publicity Lab, Denise Truscello

 

 

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Author: Sam Novak

Fitness buff, outspoken critic/blogger. Enjoys writing about shows, restaurants, events and performers in Las Vegas. Staff writer for BestOfVegas.com. Former contributing editor for VegasChatter and former deputy editor for VegasBright...

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