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The Five Transformations Of SLS Las Vegas: Why The Iconic Casino Reverted To The Sahara Name

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The story of SLS Las Vegas is one of the most dramatic and costly transformations in modern Strip history, culminating not in a new beginning, but a return to its legendary past. As of late 2025, the property once known as SLS has officially reverted to its original, iconic name: Sahara Las Vegas. This shift marks the end of a five-year, multi-million dollar experiment that saw the historic casino shed its classic identity for a sleek, modern, and ultimately short-lived brand, only to be purchased by a new owner who believed the future lay in the past. The current management under the Meruelo Group has invested heavily in a new vision that honors the "Old Vegas" spirit, proving that sometimes, the best way forward is to look back.

The transition from the glamorous, mid-century modern Sahara to the trendy, high-design SLS, and back again to the revived Sahara, is a complex tale of ownership changes, massive renovations, and a gamble on the evolving demographics of the Las Vegas North Strip. This article details the complete timeline, the key players, and the compelling reasons why the SLS brand failed to stick, leading to its ultimate rebranding as a fully revitalized Sahara Las Vegas.

The Complete Biography of a Las Vegas Landmark: From Sahara to SLS and Back

The property at 2535 South Las Vegas Boulevard has a storied and complex history marked by multiple high-profile ownership changes and dramatic rebrandings. Its life as a major Las Vegas resort can be broken down into five distinct eras, each with its own vision and set of challenges.

  • Original Name: Sahara Hotel and Casino
  • Original Opening: 1952
  • Closure for Renovation: May 16, 2011
  • Reopening as SLS: August 23, 2014
  • SLS Ownership (2014-2018): SBE Entertainment Group (Sam Nazarian)
  • Sale to Meruelo Group: Announced 2017, Closed 2018
  • Rebranding to Sahara: Officially complete in 2019
  • Current Owner: Alex Meruelo and Meruelo Group
  • Key Figures: Sam Nazarian (SBE), Alex Meruelo (Meruelo Group), Paul Hobson (Current SVP & General Manager)
  • Historic Significance: One of the last remaining "Rat Pack" era casinos, hosting legends like Frank Sinatra, Dean Martin, and Sammy Davis Jr.

The Rise and Fall of the SLS Brand on the North Strip

The transition from the closed Sahara to the sparkling new SLS Las Vegas was a monumental undertaking driven by a single, ambitious vision: to bring a boutique, high-end lifestyle brand to the struggling northern end of the Las Vegas Strip.

The $415 Million Gamble by Sam Nazarian and SBE

The Sahara closed its doors in 2011 after nearly 60 years of operation. In 2013, entrepreneur Sam Nazarian and his company, SBE Entertainment Group, purchased the property and embarked on a colossal $415 million renovation. Nazarian’s goal was to introduce the SLS brand—known for its luxury, design-forward hotels in cities like Beverly Hills and Miami—to the Las Vegas market. The name SLS itself is often cited as an acronym for "Style, Luxury, Service."

The newly opened SLS Las Vegas in August 2014 was a radical departure from the Sahara. It featured distinct hotel towers: the LUX Tower, the World Tower, and the Story Tower. The property also briefly included a partnership with Starwood Hotels, where one hotel tower was rebranded as W Las Vegas, bringing the W Hotels chain to the property. The design was sleek, incorporating modern art and a trendy, nightclub-centric atmosphere, aiming to attract a younger, affluent demographic familiar with the SBE brand.

Despite the massive investment and a fresh aesthetic, the SLS struggled to gain consistent traction. Its location on the North Strip, away from the major pedestrian traffic of the central and southern Strip, proved to be a significant hurdle. Furthermore, the high-end, boutique model didn't translate as successfully to the massive, volume-driven Las Vegas market as Nazarian had hoped.

The Meruelo Group Acquisition and the Return to Sahara

In 2017, after only a few years of operation, SBE announced the sale of the SLS Las Vegas to the Meruelo Group, a company led by investor Alex Meruelo. Meruelo, who also owns the Grand Sierra Resort Hotel & Casino in Reno, closed the acquisition in 2018, immediately signaling a change in direction.

Why the SLS Name Had to Go

Alex Meruelo faced the challenge of turning a historically troubled property into a profitable venture. The decision to ditch the SLS name and revert to Sahara was a strategic masterstroke for several key reasons:

  • Nostalgia and History: The name Sahara Las Vegas immediately connects the property to the "Golden Age" of Las Vegas, capitalizing on the nostalgia for the Rat Pack era and the city's rich history. This move instantly gave the property a recognizable and beloved identity that the SLS name lacked.
  • Brand Licensing Costs: A major factor in the rebranding was likely the cost of licensing the SLS name from SBE. When the Meruelo Group purchased the hotel, they did not acquire the naming rights, making a rebrand necessary to avoid ongoing fees.
  • A Clear Identity: The SLS brand was often criticized for being too niche or confusing for the average tourist. The Sahara name is simple, classic, and instantly understood, making it an easier sell to a broad audience.
  • New Management: Meruelo appointed Paul Hobson as the Senior Vice President and General Manager, signaling a new management focus on stabilizing and revitalizing the property under the historic name.

The official rebranding to Sahara Las Vegas took place in 2019, just five years after the SLS debut. This move was celebrated by many as a return to the roots of Las Vegas, playing upon the storied heritage of the 67-year-old property.

The Sahara Las Vegas Rebirth: What's New Today

Under the Meruelo Group’s ownership, the current Sahara Las Vegas is not just a name change; it represents a significant, ongoing investment in the property's infrastructure and amenities. The new Sahara is dedicated to blending the classic, glamorous feel of "Old Vegas" with the modern luxury required by today's travelers.

The Meruelo Group has invested hundreds of millions of dollars into the property since the acquisition, focusing on comprehensive renovations to the hotel rooms, casino floor, and public spaces. This commitment to fresh, unique, and high-quality experiences ensures that the Sahara is a serious competitor on the North Strip, which is also seeing renewed development with projects like the Resorts World Las Vegas nearby.

Entities and features that define the new Sahara Las Vegas include:

  • The Meruelo Gaming Vision: A focus on a strong casino presence and a commitment to the property’s long-term success.
  • Dining and Entertainment: Continued development of high-quality restaurants and entertainment venues to draw both locals and tourists.
  • Room Upgrades: Complete overhauls of the guest rooms and suites across all towers to meet modern luxury standards.
  • Strategic Location: Capitalizing on the growing investment and development in the North Strip corridor.

The journey of SLS Las Vegas—from a legendary casino to a trendy boutique hotel and back to a revitalized icon—serves as a powerful lesson in Las Vegas branding. While the SLS experiment was a bold, expensive attempt to redefine the North Strip, the ultimate success of the property now rests on the enduring power and nostalgia of the Sahara Las Vegas name.

The Five Transformations of SLS Las Vegas: Why the Iconic Casino Reverted to the Sahara Name
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