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For four decades the Caesars name has been synonymous with Lake Tahoe gaming. One of South Tahoe's mainstays, it has employed countless residents, hosted big-name entertainment acts - the likes of Sammy Davis Jr. and Frank Sinatra - and has been a solid institution. But all good things must come to an end, and now is the time for a rebirth at Caesars.
As part of a deal that transferred ownership of Caesars, the new owner, Columbia Sussex, announced this week it will change the casino's name to MontBleu and change its offerings - after an extensive redesign, MontBleu will feature seven restaurants, four nightclubs and a spa.
For decades, casino revenues on the South Shore have been stagnant, while competition from Indian gaming, as well as expanded casino operations in Nevada, have put more pressure on the business. Investing in the future, as Columbia Sussex has indicated it will do, is the most effective way to combat the threats to the South Shore gaming market.
Traditionally, casinos on the South Shore have catered to an older, presumably more affluent crowd. The demographics of these casino visitors suggest they are more likely to gamble and more likely to stay on the casino floor.
But future success of gaming here will require a different view of the best potential customer. With new casinos popping up everywhere, gamblers who want to sit in front of a slot machine can do it closer to home. In the future, tourists, young and old, will come to Tahoe for the lake and the activities. If we offer them the right accommodations, they will stay for the casinos.
Hopefully the design behind MontBleu is a response to this changing market. Fred Buro, chief marketing officer for the casino, calls the plan a "cool, contemporary, visual image" to appeal to a younger demographic. It sounds like the right move at the right time for South Tahoe.
As part of a deal that transferred ownership of Caesars, the new owner, Columbia Sussex, announced this week it will change the casino's name to MontBleu and change its offerings - after an extensive redesign, MontBleu will feature seven restaurants, four nightclubs and a spa.
For decades, casino revenues on the South Shore have been stagnant, while competition from Indian gaming, as well as expanded casino operations in Nevada, have put more pressure on the business. Investing in the future, as Columbia Sussex has indicated it will do, is the most effective way to combat the threats to the South Shore gaming market.
Traditionally, casinos on the South Shore have catered to an older, presumably more affluent crowd. The demographics of these casino visitors suggest they are more likely to gamble and more likely to stay on the casino floor.
But future success of gaming here will require a different view of the best potential customer. With new casinos popping up everywhere, gamblers who want to sit in front of a slot machine can do it closer to home. In the future, tourists, young and old, will come to Tahoe for the lake and the activities. If we offer them the right accommodations, they will stay for the casinos.
Hopefully the design behind MontBleu is a response to this changing market. Fred Buro, chief marketing officer for the casino, calls the plan a "cool, contemporary, visual image" to appeal to a younger demographic. It sounds like the right move at the right time for South Tahoe.
