Caesars Entertainment Introduces New Nongaming Brand

Caesars Entertainment is further expanding its offerings with the introduction of a new, nongaming brand: Caesars Republic. Aimed at capturing the energy and spirit of Caesars, but without the table games, slot machines and other casino attractions associated with its properties in Las Vegas and beyond, this new brand will debut with the groundbreaking of the Caesars Republic Scottsdale in Arizona later this year.

The property, going up next to the Scottsdale Fashion Square shopping complex, will license the Caesars Entertainment name and incorporate its design elements, as well as its loyalty network, Total Rewards. The 11-story, 266-room hotel will feature a 7,000-square-foot, column-free ballroom with 34-foot sliding glass doors that can open out onto the adjacent lawn, allowing for indoor/outdoor events accommodating up to 600 people. The ballroom will feature high-tech A/V and LED lighting systems, and the space will be divisible into four sections. Part of the meeting space will be five breakout rooms on the second floor for up to 40 attendees in each or that can be opened up to allow for events of up to 200. The property's executive boardroom will seat 16 at a permanent table.

"Caesars Republic Scottsdale represents the introduction of a new world-class brand and further progress on our strategy to expand our nongaming business into premier destinations," said Caesars Entertainment president and CEO Mark Frissora. "This project will be our first nongaming asset in the United States and demonstrates the global strength of the Caesars brand."

Though the Scottsdale location is the only property announced so far, each Republic property to come will be distinct in its décor, culinary offerings and the ways that it incorporates local elements and energy. At the Caesars Republic Scottsdale, a first-floor bar, a signature restaurant and a wealth of outdoor seating showcasing nearby Camelback Mountain will appeal to both meeting attendees passing through and long-time locals.

While this will be the first nongaming Caesars property in the U.S., the announcement comes after the opening in Dubai last year of the nongaming Cove Beach, Caesars Palace Bluewaters Dubai, the Residences at Caesars Palace Bluewaters Dubai and Caesars Resort Bluewaters Dubai. The brand also announced plans last year for a nongaming Caesars Palace resort along the coast of Puerto Los Cabos, Mexico.