It appears Caesars Entertainment is considering a name change for The Cromwell Hotel Las Vegas.
The company sent out a survey testing what we assume is one of several names in contention, Caesars Republic.
The customer survey suggests Caesars Republic “commands attention” and says “the air is filled with magnetic energy.” The survey also claims, “At every turn, guests are enveloped by sumptuous, contemporary design, while fun, whimsical accents keep things interesting.”
Here’s a look at the survey sent out by Caesars Entertainment’s market research company, CMB (Chadwick Martin Bailey).
While Cromwell has been doing well for Caesars Entertainment, it’s possible the company sees challenges with the Cromwell name.
Prior to the hotel becoming The Cromwell, it was Bill’s Gamblin’ Hall & Saloon, and before that it was Barbary Coast.
For a moment, the plan was to call the hotel Gansevoort, until is was discovered one of Gansevoort’s investors had ties to Russian organized crime. The Nevada Gaming Commission tends to frown upon such things, so the name was nixed.
The Cromwell name was presumably inspired by the Cromwell current, “an eastward-flowing subsurface current that extends the length of the equator in the Pacific Ocean” discovered by Townsend Cromwell.
Nothing says “sexy Las Vegas resort” like an eastward-flowing subsurface current.
While the survey doesn’t mention The Cromwell by name, it features a number of images of The Cromwell’s distinctive pool, casino and rooms.
Our astute Twitter follower Ryan O. floated the possibility Caesars Entertainment is actually looking to find a new name for Nobu, the boutique hotel inside Caesars Palace. The Cromwell photos may have been included in the survey as a diversionary tactic.
We’re betting Caesars Republic won’t end up being the new name of The Cromwell, as it doesn’t exactly sing.
It’s clear, though, Caesars Entertainment is trying to exploit its flagship brand, Caesars, but it remains to be seen how that might happen without causing confusion between The Cromwell and Caesars Palace, just across the street.
If you got the survey with other potential names for The Cromwell, please share! Thanks to reader Mike C. for sending the survey our way.