An LVA spy was at the Riviera this week and confirms the presence of new slots and tables. "We’re continuously adding new slot machines," says spokeswoman Kayee Tam, adding that penny-denomination Wheel of Fortune slots are the latest upgrade.
When owner Barry Sternlicht and CEO Andy Choy took the keys to the property on March 24, they pledged to invest $20 million on "upgrading the Riviera’s public areas and focus on customer service in gaming to attract players," according to the Las Vegas Sun. (Under previous ownership, the Riv was reputed to have some of the worst customer service on the Strip.)
Unlike failed Sahara owner Sam Nazarian, Sternlicht and Choy have no illusions about reinventing the Riv as a playground for the rich. "We’re not going to have a lot of high-end amenities and restaurants, we just want to offer a superior gaming environment," Choy told Sun reporter Rick Velotta. He will also try to turn the property’s age to its advantage, marketing it around nostalgia for "old Las Vegas." The Riviera’s new slogan, in fact, is "Bringing Vegas back to the Strip."
Although the food offerings aren’t going upscale, that doesn’t mean they’re exempt from improvement. The now-you-see-it-now-you-don’t buffet was redone in May and reopened as The Riv Buffet. Both the coffee shop and steak house are slated for makeovers, too.
One other area in which capital improvements will be made is the Versailles Theater, which had been sitting dark for an unusual reason: Acts who wanted to rent the venue were told by the previous owners that if they wanted the shabby old showroom spiffed up, they’d have to pay for it out of their own pocket. That’ll change under the new regime.
Also on Choy’s wish list are increased staffing and more aggressive use of social media to raise awareness of the old gal. He’s also positioning her as the new home of affordable entertainment. Upstairs, the former La Cage showroom has been rechristened the Starlight Theater. A series of golden-oldie entertainers are inaugurating the new brand, off starting with Rich Little on May 25, at $30 a ticket -- which has to be one of the stronger bargain plays on the Strip. If low face prices aren’t sufficient enticement, locals receive a 50% discount.
Following Little will be the likes of Mary Wilson, Connie Stevens, John Byner, David Brenner, Gallagher, the Village People and The Fifth Dimension. Our Stiffs & Georges blog hailed it as "a chauffered trip down Memory Lane." Those headliners will certainly make a logical complement to Sandy Hackett’s Rat Pack Show, now in residence at the Riv after being very shabbily treated at the Sahara.
As an incentive to new players, those joining Club Riviera will have 50% of their initial losses (up to $100) rebated, provided you lose $200 in the first 48 hours of membership. An Asian game pit will debut on or around July 8, featuring Dragon baccarat and EZ baccarat.
Gambling value is going to be a big selling point of the new-look Riv. Tam says customers will find 3:2 single-deck blackjack (the Holy Grail of ‘21’ players), single-zero roulette and 10X odds on craps. But, in deference to those patrons who’d like to take a dip, the renovation of the pool area will wait until autumn, when cooler temperatures inhibit swimmers.
