To Club 52
SLS Las Vegas to rebrand player rewards program
After Alex Meruelo- owner of Reno-based casino Grand Sierra Resort- announce the purchase of the former Sahara casino, the company is undergoing a series of changes.
2017-07-06
Reading time 30 seg
After Alex Meruelo- owner of Reno-based casino Grand Sierra Resort- announce the purchase of the former Sahara casino, the company is undergoing a series of changes.
“Paying homage to its roots, Club 52 represents the year the Sahara Hotel and Casino opened its doors,’’ SLS said in a statement Wednesday. SLS changed the name from The Code.
The rewards program changed was initiated by the current SLS Las Vegas management, not Meruelo, who is still waiting for takeover approval from the Gaming Control Board, said Chris Abraham, vice president for marketing at Grand Sierra Resort.
The SLS Las Vegas, a project conceived by SBE Entertainment owner Sam Nazarian, has struggled since opening in 2014 at a cost of $415 million, partially because of its isolation from the rest of the Strip
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