Its center-Strip Las Vegas resort, currently known as Imperial Palace, will be renamed The Quad Resort & Casino following a renovation designed to integrate it with The LINQ
, its new $550 million retail, dining and entertainment district, Caesars Entertainment announced yesterday.
"As we renovate and modernize the property, it was only appropriate that we also update the name," said Rick Mazer, the resort's president. "This property has always been known as a hub of social activity, where anyone can come relax and have a good time. As we update our offerings we want to further enhance that feeling of fun and connectivity. We think the name, The Quad, really embodies those sentiments."
Already underway, renovations at Imperial Palace — which include improvements to the exterior façade, porte cochere, front desk, bell desk, hotel lobby, casino floor, retail promenade and dining levels — are scheduled for completion by late 2013. The property's official conversion to The Quad, however, will take place much earlier, beginning in November and concluding in late December. That process will include the integration of a new "whimsical" brand and logo that focuses on the letter "Q" in order to position the resort as a "playful" and "unexpected" destination.
"Historically, this resort has had a very lively, welcoming appeal and we want to continue to build upon those qualities," said Caesars Entertainment Chief Marketing Officer Tariq Shaukat. "The Quad will be a social and spirited environment where our guests, dressed up or dressed down, will find what they need."
When the first phase of renovations are complete in spring 2013, The Quad will include an expanded casino floor that's 15,000 square feet larger. A second phase of renovations will add another 30,000 square feet of gaming space in late 2013.
For guests who crave more than gaming, the re-branded and re-positioned resort will connect by pedestrian walkway to The LINQ. Currently under construction, with a projected opening of late 2013, The LINQ will span more than 200,000-square-feet of gross leasable space and feature more than 30 retail, dining and entertainment experiences, including its main attraction: the High Roller observation wheel, a 550-feet-tall observation wheel with 28 glass-enclosed cabins — each accommodating up to 40 people — that will be available for individual and group experiences.
"We are enhancing the allure of the resort experience in a coveted location, introducing an exciting new offering not only for guests occupying our own 24,000 Las Vegas hotel rooms, but also for all who live in and visit Las Vegas," Caesars President and CEO Gary Loveman said last summer upon announcing The LINQ. "The LINQ is going to be the new address for fun at the center of the Las Vegas Strip."