The History of the Sahara Part 2

The history of the Sahara Part 2

In yesterday's installment, we covered the history of the Sahara from when it opened in 1952 to when it closed in 2011, then was reinvented as the SLS and reopened in 2014.

It was reported that upwards of $700 million was sunk into the renovation, which included completely remodeled rooms, a gutted and rebuilt casino (with a bar in the center as the focal point), a new buffet and upgraded restaurants (including Jose Andres' Bazaar Meat), three nightclubs and a dayclub, and a new entrance that featured Sam, a 32-foot-tall abstract sculpture that was something of a cross between the Michelin Man and Pillsbury Doughboy.

The whole package looked very promising and seemed to signal the start of a renaissance on the north Strip, but problems quickly began to surface. The marketing was targeted at southern Californians, but the glitzier center Strip resorts, particularly the Cosmopolitan and City Center, were after the same clientele, so the competition was fierce. SLS also tried to lure locals to the Strip with locals-type lower prices, but that only succeeded in beating down the bottom line. Sam Nazarian ran afoul of the Gaming Control Board and agreed to step away from operations. The buffet closed fairly quickly, never to reopen. A few top executives abandoned ship. Walk-in traffic was a disappointment, though not a surprise, given the nearby Fontainebleau and Echelon failures.

Finally, in May 2017, the owners announced that SLS was being sold to the Meruelo Group, owned by L.A. entrepreneur Alex Mereulo, who also owned the Grand Sierra in Reno.

A number of disputes (notably with the Culinary Union and Chinese investors) stalled the deal, which finally closed in April 2018; the sales price was never disclosed.

Meruelo and his managers recognized that the value of the property, to a large degree, lay in its long and storied history and as a result, the name Sahara was revived. Meruelo also invested $100 million initially in another refresh, starting with canning the Sam stature; the rooms were remodeled for the second time in five or so years. The casino was brightened, new dining concepts were introduced (including Chickie’s & Pete’s, voted ESPN’s number-one sports bar in North America), and Magic Mike was lured into the showroom.

Another $100 million or so went into more upgrades, the centerpiece of which was a complete upgrade of the pool area into the 35,000-square-foot Azilo Ultra Pool, with its pair of two-story LED screens a la Circa Swim; it's also connected to the indoor/outdoor Azilo Ultra Lounge, both of which opened in time for New Year's Eve last year. The Sahara has also bucked the current trend by opening a poker room, albeit a small seven-table affair.

The place seems to be doing okay, now that Resorts World and the West Hall of the Convention Center are drawing more foot traffic to the area, though being privately owned, no financials are ever released. When it opens next year, Fontainebleau will also more than help that cause and if it ever does come to fruition, All Net Arena might prove to be icing on the north Strip cake.

What about it, QoDers? Who has impressions of the new Sahara, reflections on the short-lived SLS era, and recollections of the long original Sahara? Share them in the comment boxes.

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Comments

Kevin Lewis Oct-25-2022

Overpriced

Going in there last spring, I honestly didn'

t see anything that would persuade me to pay the prices they were asking. The gambling was Strip-lousy and the food options were very expensive. Can't speak as to the rooms.

Edso Oct-25-2022

Enjoyed the Old Sahara

My family and I really enjoyed the old Sahara, with the Nascar Cafe, and the roller coaster....our son was about 7 or 8 back then.  We also liked the Mexican Restaurant they had back then also.  Really good food and my wife always had to get the sopapillas to take back to our timeshare, as we are owners at the HGVC. Have to say it was nice to be able to walk to get some good Mexican food instead of driving around.

Mike Oct-25-2022

Mixed opinions

LIKES
Reasonable with prices
Historic Vegas vibes
Free parking (Great for commuting to LV Convention center)
Heated pool
Feels fresh and updated

DISLIKES
Wife loathed the funky designs in the room.  Rooms were smaller with fridges and all new stuff, but she hated the new age design vibe.
Sahara is in an area with addicts, beggars and seedy characters.  When we stayed there in October 2021, there was a murder outside underneath the monorail platform.    
The wife ordered a $9 drink from Starbucks and the pool guard wouldn't let her enter the pool area.  

We judge places by the VPfree2 site since we play our fair share of VP.  We found VP at Sahara very dry and no Mississippi Stud tables either, also a bummer.

On a budget, you could do worse than the Sahara.  You feel safe on the property, but proceed 2-3 blocks walking in most directions and you may not.

Tim Soldan Oct-25-2022

Not impressed

Went in the Sahara recently because they sent me an email for a birthday freebee. Had to go to the kiosk for those computer spins (which I don't trust anyway), picked a box for a $3 matchplay. Went into the casino to play it, and couldn't find a table with a low enough minimum to use it. If you are going to give a matchplay make sure there is a place to play it. So this promotion was a wasted trip as far as I am concerned.

Raymond Oct-25-2022

Stayed there

I have stayed at the SLS/Sahara a couple of times on comps.  The rooms were "modern" but had more space than the typical "modern" room, very nice.  I used the spa once and it was top notch.  The restaurants were all good to very good; I especially liked the now-gone Umami Burger with the sports book inside.  The front desk people have all been very helpful.

Gambling-wise, it has been nothing special, all the usual games and video poker payout tables one sees elsewhere on the Strip.

As for the neighborhood, yeah, I've seen better.  I've walked to the Strat and not been hassled, but I haven't necessarily felt 100% comfortable every time.

Overall--I'd stay there again, I'd love to dine there again, I'd play there again, BUT there isn't that much that gives me the urge to go there.

rabbit424 Oct-25-2022

Ben

Sahara was our favorite place to gamble back in the early 2000s, when my friends and I were just graduating college and $2 blackjack was just our speed.  My wife and I stayed one night at SLS a few years back and were not particularly impressed.  They "upgraded" us to a room that came with a basket of snacks and some free drinks, including alcohol, in the mini bar.  That was the only good thing I remember about that visit.  Havent been back in vegas since the pandemic hit, and havent seen the new sahara, but considering the location, there's gotta be a reason for us to drive out to it from center strip, and if the gambling ain't cheap, and everything else is equally expensive, I don't feel particularly drawn to visit.

Hobbs Oct-25-2022

Not the GSR

Often stay at the Grand Seirra Resort in Reno. Have been doing so since it was a Hilton and attended many trade shows there. To this day a very agreeable place to stay and has a very good vibe. Greatest downside being limited and overpriced dining choices. But, 
Carlillos Cocina is right around the corner. It is also a true resort with considerable onsite activities. 
Because of this we often get flyers to try the Sahara. Did so once and was not impressed. I saw none of the positives of GSR. Although I don't consider it on the strip, it's very strip like. Have no use for anything on the strip for all the obvious reasons. And there is nothing just around the corner you would want to try.
In Vegas it's still MSS, although it's also just a shell of its former self.

Hoppy Oct-25-2022

Mickey Rooney

I was fortunate to catch his comedy act. Later, that same night, as I was leaving the casino, guess who walked in!

dblund Oct-25-2022

Poker Room

The old Sahara's nightly poker tournaments were a must on every trip - usually a few times each week.  They were always filled up, lots of fun and affordable.  The folks running the new room are making a good effort to establish a fun game as well.  I'll generally stop there once each trip these days, and I'm encouraged to see a growing turnout for their daily tournaments, and hope they are able to keep it going.

AL Oct-25-2022

Foot traffic?

The Sahara has always been the north end of the Strip, and due to geography, always will be.  So it will always have the least foot traffic of any casino, except for the casino that is the south end of the Strip, and any isolated casino.  So, instead, they need to make the Sahara a destination, a place that people will want to go to, irrespective of where it's located.  They need to find out what will make Southern Californians choose to stay & play there instead of elsewhere, and then create that "draw".  That element could be great video poker, great room rates/offers, fun perks, a great slot club, nice contests & tournaments, or anything else that SoCal'ers indicate.  Sometimes you need to do things differently.

Question of the Day - 25 October 2022

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