Shortly before Global Gaming Expo, I had a chance to sit down with Boyd Gaming CEO Keith Smith and query him on the company’s growth strategy, which will soon plant the Boyd flag in Kansas and Iowa. While many casino CEOs talk like an SEC filing, Smith is a pleasure to interview: Economical with words, right to the point and putting everything in layman-friendly terms. In other words, he’s an executive firmly in the Bill Boyd tradition. The subject of wrapping Echelon briefly arises but little did I know that something along those lines was already in the works. Anyway, whenever that project is resurrected, might I suggest re-re-naming the site Stardust? There’s still a powerful brand equity in that name. “Echelon” is one of those words that sends people scurrying to the nearest dictionary.
In previous Casino Life issues, I’ve dropped in on Bruce Rowe of Bally Technologies and even had a little think piece about what the ascendancy of Sheldon Adelson to American kingmaker means in terms of the casino industry’s changing image. But the Web site is not search-friendly, so anyone trying to locate that little pensée has my sympathies. Next up … Tim O’Brien of Interblock, a Slovenian mover and shaker in the field of dealer-less electronic table games.
I think a resurrected “Stardust” would be fun. To your other observation, I am always impressed with the candor of the BYD executives. I believe that their organization in general is well under appreciated by Wall Street and a model of what it is to be a good corporate citizen. Yes, Echelon looks terrible, but I honestly think they had every hope and intention of getting that project going again. They just never thought the economy would take as long as it is to recover. And you can bet, no one from Boyd Gaming Corp is going to be on CNBC blaming the president. It is not their style and rare in this industry.
Renamiing Boyd’s Echelon to “Stardust” is a brilliant idea. You’re right about the brand equity, not to mention how many people have fond memories of the old place. GREAT idea! I certainly hope some Higher Up from Boyd notices your post and acts on it.
Stardust was great, but the rooms certainly were not. The ones in the back were scary in fact. We all age ourselves when we remember the Stardust, and we need to remind ourselves that our demographic is and will be largely ignored in modern Las Vegas. We have a limited upside to beancounters, and young hipsters appear to have limitless upsides. These fools pay bottle service in a joint that gives you free drinks if you play penny slots. You can’t compete with stupid.
Stardust reborn? The best idea in Las Vegas. Sure miss the old gal, but would love to have a Stardust casino back on the strip. Yep, I’m old, but there are a lot of us that would return to play again at the Stardust.
Given the recent trends in casino names some high-priced consultant might shorten the name to “The Dust”.
The Stardust was from an era when it was about the casino, not the rooms, or the restaurants or the shops. Then or now the Stardust sure is a better name than Echelon.