Bringing Back the Brand
F ew resorts in Las Vegas are as iconic as the Sahara Hotel . As one of the first resorts to open on the Strip during the 1950s , the Sahara had an African theme and included several additions designed by legendary Vegas architect Martin Stern Jr .
The hotel was home to many of the top entertainers of its day , and ownership over the years included big shots like Paul Lowden and Bill Bennett .
In 2007 , the property was bought by Sam Nazarian ’ s SBE Entertainment Group , and converted into an SLS hotel , part of the hotel chain owned by SBE . But an ill-fated design and Nazarian ’ s licensing problems doomed the effort , and Alex Meruelo , owner of the Grand Sierra Resort in Reno , bought the property in 2018 . Meruelo immediately started restoring the Sahara brand .
Nancy Paolino , principal with Innovativo Design Inc ., has worked for more than 15 years helping Meruelo design his hotel properties . She says SLS “ did not have the synergy that would encourage casino players to play and stay , quite frankly .
“ We wanted the Sahara to be synonymous with the boutique look fitting with the property scale . And Mr . Meruelo likes things that are reflective of his style and personality .”
In rebranding back to the Sahara , Paolino says , “ It was really important to us to honor the Sahara ’ s history . It was one of the most significant and initial platforms for entertainment in Las Vegas , before anyone else .”
Throughout the property today , there are images of those days , helping visitors recall the excitement and glamor of the original Sahara .
“ In every single project at the property , there ’ s some nuance that reflects back to the old Sahara ,” says Paolino , which she describes as “ timeless elegance .”
Almost everything at the Sahara has changed since the SLS incarnation , but one thing that remains is Jose Andres Bazaar Meats , arguably the best steakhouse in Las Vegas .
“ We ’ ve maintained a very good relationship with Jose Andres ,” says Paolino . “ When we took over , he indicated a desire to stay at the property . We had the same desire and have a great partnership with him . It ’ s great for him and great for the Sahara .”
The new Sahara is also open to the Strip , “ not an easy feat ,” says Paolino . “ We wanted it to feel like you ’ re driving into an oasis . So we developed a porte-cochere that feels like the old dome at the Sahara , but much more elegant and upscale , with a water feature along with lush landscaping .”
Pools have always been a signature of the Sahara . Today ’ s Azilo Ultra Pool blends a lavish outdoor poolscape with an indoor lounge to keep guests en-
tertained day and night , complete with a 240-foot video screen .
Renovated rooms and suites “ are certainly a reflection of the Meruelo level of design ,” says Paolino . “ Sure , I ’ m the idea-maker , but after 15 years , I know the level of taste and sophistication that this owner wants . In addition to the spacious rooms , the Alexandria Tower features a fun and inviting rooftop pool with close access to Amina Spa and the fitness center .” Paolino says she stayed true to the design concept for the Sahara . “ We try to keep a flow within the property so every space complements every other . Whether it ’ s the room product or the amenities , the restaurants , shows or even the restrooms , we want guests to feel like we took an extra amount of time .”
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