‘W’ brand to leave SLS on July 20

Jul 10, 2018 3:00 AM

The W Las Vegas, the only W property in Las Vegas, is leaving that brand on July 20 as part of the transition to the SLS Las Vegas, Tribute Portfolio, under the Starwood Preferred Guest (SPG) umbrella.

Alex Meruelo and his Meruelo Group, owner of the Grand Sierra in Reno, purchased the SLS Las Vegas from Stockbridge Capital Partners for an undisclosed price last year,

The SLS Las Vegas, formerly the Sahara, opened in 2014 after a $415 million upgrade, but struggled to maintain profitability. The casino/resort has 1,327 rooms.

Starwood’s statement said, reservations for dates on or after July 20, 2018 would continue to be eligible for Starwood Preferred Guest membership benefits, award redemption and accrual.

The Meruelo Group is a minority-owned and operated holding company with interests in 35 companies covering a wide variety of industries.

Specific plans for SLS have yet to be revealed, but Alex Meruelo, in a rare interview with the Los Angeles Times, said he believes the Hispanic market is underserved in Las Vegas and the property may seek to better serve that demographic.