Caesars Doubles Down on Its Non-Gaming Strategy With New Brand
Photo Credit: A rendering of the Caesars Republic Scottsdale, which represents Caesars Entertainment's first non-gaming hotel brand. Caesars Entertainment
Skift Take
You can bet the incredible brand recognition of the Caesars name will still prove to be a double-edged sword as Caesars tries to delve deeper into the non-gaming space.
Caesars Entertainment, the Las Vegas-based company best known for its eponymous Caesars Palace brand, is committed to diversifying its portfolio beyond its 47 casinos with its newest brand, Caesars Republic.
The brand, Caesars' first purely non-gaming hotel brand ever, made its debut during the annual Americas Lodging Investment Summit in Los Angeles this week, with the very first property slated to break ground in Scottsdale, Arizona, by the end of this year.
"[Caesars Republic] has much of the same look you'd have in a Caesars Palace that has gaming, but you remove the gaming and you're left with a great culinary experience, great music and entertainment, and live performances," said Marco Roca, chief development officer for Caesars Entertainment. "It's all the fun you'd have in the Vegas property, minus the gaming."
The launch of Caesars Republic comes more than seven months after Caesars announced it would license four of its brands — Caesars Palace, Flamingo, The Cromw
