Virgin Hotels Las Vegas is still looking for a plus in the Hard Rock Hotel’s former joint.
Currently, the venue is called The Theater in Virgin Hotels Las Vegas. The common name has been deleted as it belongs to Hard Rock International. Richard “Boz” Bosworth, President and CEO of JC Hospitality, which owns Virgin Hotels Las Vegas, announced plans to rename the company in September. That was during the event that unveiled plans for the resort since its belated reopening on January 15th.
However, stamping a title in a prominent location is a process. Virgin Hotels in general, and The Theater in particular, strive for a good balance between international, national and local business. The hotel has entered into a booking partnership with AEG Live at the leading concert venue. AEG naturally puts a strain on brand partnerships.
“We could think of a national or a multinational brand,” said Bobby Reynolds, vice president of AEG Las Vegas. “But it’s also important to have a brand that makes sense to the resort’s vision.”
Virgin Hotels would be well advised to replace this name as it is moves to an opening on March 25th Resortto avoid duplication and to keep up with recent strip event partnership market trends.
The theater title is already in play in the 5,000-seat entertainment space at Resorts World Las Vegas. And last week, MGM Resorts International announced that the Mandalay Bay Events Center had been renamed Michelob Ultra arena, a partnership with Anheuser-Busch.
The venue also needs to freshen up, freshen up its wood effects, and expand the VIP amenities. AEG has nimbly set up various seating configurations for pandemic requirements. The company is also making leading headlines, with demand from artists and ticket buyers reaching an all-time high as the concert has been on pause for almost a year.
In the hallway of the theater, Bosworth has already changed the name Vinyl, the 650-seat entertainment club, to 24 Oxford. Vinyl also went with the Hard Rock International Crew. The new name from the Virgin The record store that opened at this London address in 1971. Given all of this, a rocking new name in the big room is worth a spin.
John Katsilometes’ column runs daily in the A section. His “PodKats!” You can find a podcast at reviewjournal.com/podcasts. Contact him at jkatsilometes@reviewjournal.com. consequences @ Johnnykats on twitter, @ JohnnyKats1 on Instagram.
