The new owners of Stratosphere, Golden Entertainment, plan to invest $140 million in upgrades to the Las Vegas resort over the next three years.
In the process, Stratosphere will start calling itself by the name most of us do, The Strat.
Golden Entertainment purchased Stratosphere and several other casinos (including two Arizona Charlie’s locations in Vegas) in Oct. 2017.
As part of the Strat renovation, nearly half its rooms (1,100 or so) will be refreshed, the casino floor will be upgraded and a new loyalty program will be rolled out.
Plans are for additional restaurants to come online, too, and the Top of the World restaurant will also be revamped.
The resort will also get a new gastro-brewery near its sports book, as well as a new steakhouse and a bar “appealing to a younger demographic.”
The Strat will also embrace youth culture with a new casino space called Adrenaline.
There are also plans for a noodle bar (in Las Vegas, it’s the law) and Starbucks (again, the law) and food hall concept.
Renovations and additions will be done in phases to help avoid disruption. In the casino world, of course, “disruption” is a code word for “interruption in revenue generation.”
Included in the first phase of the renovations will be dramatic changes to the Stratosphere’s signage. Plans submitted to the City of Las Vegas show about 20 new additions to Stratosphere’s exterior.
In renderings, all the signage shows the use of “The Strat,” rather than the full name of the resort.
Here’s a look at the observation tower’s main marquee.
Fun fact: That same marquee got a facelift in Feb. 2016.
Stratosphere reps haven’t confirmed whether the signage is indicative of a complete rebrand, per se, but we’d wager yep.
Here’s a look at additional upgrades coming to The Strat’s hotel tower.
See? “The Strat” just flows better, don’t you think?
Plans are also in the works for LED strip lighting to raise the visibility of the Strat’s hotel.
The plans for upgraded lighting and signage are pretty slick, although we can never fully get onboard with plans to replace neon with LEDs. We’re sentimental like that.
Of course, there are always a few dissenting opinions when anything new is proposed, but expect the signage upgrades to happen in the next few months.
We quite enjoy our visits to the Stratosphere, especially the happy hour at its 107 SkyLounge, formerly Level 107 Lounge.
The substantial investment by Golden Entertainment shows they are optimistic about activity on the north end of The Strip, including the sale of SLS, the purchase of Fontainebleau, slow but steady work at Resort World and expansion of the Las Vegas Convention Center.
We love new things, so we look forward to seeing what The Strat has in store in addition to its impressive erection.
Oh, like you didn’t see that coming.
Do you know this blog at all?
Update (2/1/19): The official new name of Stratosphere is The Strat Hotel, Casino and Skypod. We are not kidding. Get details.