I saw it as I was pulling out of the Venetian Resort after dropping off my guests. While stopped at the light, I looked across to the old Mirage as it transitions to the Hard Rock Las Vegas Casino and Resort, and when I saw it, I smiled.
Actually, it was more of a smirk as I shook my head. I'm thinking how that image symbolizes the fact that some supposedly intelligent people can become really stupid, really fast, when they hit the Las Vegas Strip.
In cases like this, I think it's more of a corporate ego thing that only a really good business turnaround specialist or a bankruptcy filing can fix. In Vegas, it usually ends quickly in bankruptcy.
Anyway, there it was, in plain view. This is another screw-up in a long line of screw-ups made by the Seminole Indians, the tribe that owns the Hard Rock brand.
This FU’ is not going to be easily fixed or buried. If the resort actually opens on time and with the Hard Rock brand, social media will have a field day with this one. A never-ending field day.
The SLS Syndrome
I call it the SLS syndrome. But it actually predates the SLS debacle. I just needed a fitting name for it and calling it the SLS syndrome is easier for long-time Vegas fanbys to relate to.
The problem isn't as severe now as it was before the lockdown. Back when Las Vegas was truly a twenty-four, seven-day-a-week party town, we would see it often. People in the commercial real estate market and landlords loved it for all the easy money they made from it.
Now that MGM has cemented itself as the official overlord of all things on Las Vegas Boulevard, the problem isn’t as prevalent. For almost anything new on the strip to have a chance of success, you have to bow down and kiss the proverbial feet of the big brass lion!
What is the SLS Syndrome?
Here’s the background on why I call it the SLS Syndrome
Sam Nazarian, an entrepreneur (?) from Beverly Hills, owned the SBE Entertainment Group. They ran the hottest nightclubs and celebrity hangouts on the West Coast and around the world under the SLS brand.
SLS stands for Style, Luxury, and Service. Hollywood was his playground.
They bought the Sahara Resort in 2007. Closed it in 20111, gutted it, and rebranded it the SLS Las Vegas. His thinking was that all his Hollywood connections would be dying to come to Las Vegas and experience his amazing brand in Sin City while paying top dollar for the experience.
His thinking was that the brand's global strength would easily sell the hotel for top dollar. Places like the Venetian were put on notice. They cannot compete with a luxury brand like the SLS.
This is Vegas, not Hollywood. Even the original Hard Rock was laughing at them. The A-list movie stars and sports royalty that frequented SLS in other cities avoided the SLS Las Vegas like the plague.
Part of it was the pricing. Standard rooms, not suites, started at over $400 a night. That was close to the cost of a junior suite at Bellagio.
Then there was the view. Yes, you were on the famous Las Vegas Strip, but you had no view of the lights and glitter of the Strip. You had two options for room views. Spend the night looking at an abandoned big blue silo (now the Fontainebleau) or at crack alley/naked city.
Their retort on that was that people would spend most of their time in the fabulous restaurants on the property and in the resort casino, so the view from the rooms was not that important. (seriously)
In reality, it turned out that the SLS brand itself held no weight in the Las Vegas market. People wanted the Las Vegas Strip experience. Not just the SLS experience.
Everything went downhill from there. The SLS never had a chance.
Following some ownership changes, several legal issues, and a new branding initiative, The SLS was renamed Sahara Las Vegas on August 29, 2019.
This situation happens with many brands that enter the Las Vegas market without researching it. They believe that since they are successful in Chicago, Florida, or wherever, what works there HAS TO WORK here.
Then reality hits them. This is Las Vegas. Las Vegas is not a different market. Las Vegas is a different universe!
Someday, I may give a rundown on what I see as the biggest mistakes they have made so far, and it looks like they plan to make before the resort opens in late 2026, or is it 2027?
Back to the photo
Now, I know 99% of the people looking at the photo are wondering, “What is this lunatic talking about?” – However, once you see it, you may start to wonder if it will be That Bad. And what happens once the novelty wears off? Will guests put up with it?
Let’s see how long it takes the other Las Vegas know-it-alls to point it out if they can.
Either way, I think this will make a great vlog… So stay tuned.