Trademarks can easily be a smoking gun as much as a red herring when you are trying to discover plans before an announcement. But that being said, between needing a name for the new Bill’s hotel and rumors swirling around a Quad rebrand, it would be expected that Caesars would be doing some brand research and trademarking. This week, a bunch of trademarks became public.
The first trademark, Anthology, is filed under Hotel Services with the below description:
Hotel services; resort hotel services; hotel and temporary accommodations reservation services; providing temporary housing accommodations in the nature of hotel rooms, suites, villas, branded residences, serviced apartments, and residential apartments
Of more interest, however might be the two trademarks filed under Casino Services. Specifically:
Providing entertainment services in the nature of casino and gaming activities; casino services; conducting and providing facilities for special events featuring casino and gaming contests. Hotel services, restaurant services; bar services
The trademarks are for The Ilyse and The Cromwell. It’s probably worth noting that Caesars owns the URLs anthologylv.com, ilyselv.com, and cromwelllv.com. Twitter accounts also exist for @AnthologyVegas and @CromwellVegas. This suggests that all three names are tagged for Las Vegas properties. However, All of these names sound like they could easily be used for clubs or bars as much as they could be used for new hotel names.
At any rate, any comments around where Caesars may use these names would be pure speculation. After all, they trademarked the Caesars Imperium name and reserved caesarsimperium.com over a year ago and nothing has taken that name…..yet.