One thing that has been missing from all of the Linq news was the name for the remodeled and re-skinned Imperial Palace. Caesars Entertainment announced that since they don’t own the name Imperial Palace, they would be renaming the property along with the remodel. But they have been surprisingly silent about that name. One would think that as they gut O’Sheas and prepare to combine it with Rockhouse and Imperial Palace there would need to be a name and brand in place.
I had heard rumors that they were going to settle on a name soon, and some over-the-weekend activity on the trademark websites seems to indicate that they have trademarked two options. The two names below were trademarked yesterday by Caesars License Company, LLC, the same company that trademarked the new Total Rewards logo well ahead of the announced rebrand.
The descriptions on trademark sites are incredibly vague, and both of these have the following description:
“Providing entertainment services in the nature of casino gaming; casino services; providing casino facilities; conducting and providing facilities for special events featuring casino and gaming contests
Hotel services; bar and restaurant services; provision of conference, exhibition and meeting facilities”
The fact that they have trademarked two names makes the situation a little cloudy. These could be new name of Imperial Palace just as likely as they could be the name of a bar/restaurant or mini-casino (a la Margaritaville).
The 3535 name, however, feels like that could be the new name of Imperial Palace for one simple reason. Imperial Palace’s address is 3535 Las Vegas Blvd. And in this new world of names like LVH and The D (among plenty of others), I would not be surprised to see Caesars name the property after its address.
3535 would make for a pretty terrible property name. What does that say about the brand for your property? It says that this place is its address, nothing more. It feels like a very Caesars move to use a name like this. I suppose only time will tell if 3535 is it, but it certainly feels right.
UPDATE: According to the latest Five Hundy By Midnight, the name will most likely be The Quad. That’s better than 3535, but it’s nothing that gets me excited.