The SLS Hotel & Casino Las Vegas could soon be undergoing another name change, according to the popular blog Eater Vegas .
Eater Vegas says SLS Hotel & Casino Las Vegas will soon become Grand Sahara Resort.
"SLS is a brand that hasn't caught on here in Las Vegas," said Director of the Center for Gaming Research David Schwartz. "For many, many years it was the Sahara, it's one of the best-known names in Las Vegas history so it's not surprising it would go back to Sahara."
Sahara Hotel & Casino opened in 1952 and was open 59 years until closing their doors and taking down their sign in May 2011.
In their nearly six decades of being open, Sahara Hotel & Casino was a place where many talented entertainers came to perform. The Jerry Lewis Labor Day Telethon was also held there for many years in the 70s and 90s.
In August 2014, the hotel and casino reopened as SLS Hotel & Casino. SLS stands for Style, Luxury, and Service.
"Clearly SLS hasn't really caught traction so this might be an attempt to tap into all the goodwill of the Sahara name," said Schwartz.
Eater Vegas says the owners, The Meruelo Group, will spend $100 million overhauling the SLS before reopening as the Grand Sahara Resort. The blog also says they will use the money not only to upgrade the place, but to change the brand by catering more to the Hispanic community.
"I think $100 million is a lot of money they could put into the building and certainly change a lot and I think they are bringing some new ideas to town which is important," he said. "Everybody wins. Customers get something new. Employees get a more thriving business, and I think everybody wins in that case."
The Meruelo Group never got back to 13 Action News to independently confirm the name change.