I was surfing around the internet this morning before work and stumbled across something interesting. While playing around on a trademarks website, I found that Colony Resorts LVH Acquisitions, LLC, owners of the Las Vegas Hilton, had registered the name LVH Las Vegas Hotel and Casino.
This is entirely lame, as I had personally hoped for a switch back to the property’s original name “The International”. However, this entirely makes sense on several levels. The Atlantic City Hilton recently rebranded to ACH when Hilton pulled their license, and with the same situation facing the Las Vegas Hilton, LVH at least holds some brand recognition. Additionally, as @Vespajet pointed out to me on twitter, it is probably a low cost way to change. After all, Colony Resorts LVH Acquisitions, LLC is facing foreclosure notifications on the property. If they have to rebrand, this is easiest. They can stick a rebrand and resort refresh on whoever the new owners will be.
I couldn’t find any registered ‘LVH’ type URLs in the whois database to corroborate this trademark, but this almost makes too much sense not to be true. Only time will tell.
Update: It turns out the lvhotelcasino.com is owned by Colony Resorts LVH Acquisitions, LLC too. Case closed.
