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Vegas Wire: Casino hotel to drop "Hilton" name in 2012

Gaming Wire | Posted: Saturday, November 26, 2011 10:49 pm

The Las Vegas Hilton will have a new name next year.
Known as the International Hotel when it first opened in 1969, the historic hotel changed its name to the Las Vegas Hilton in 1971. On Jan. 3, the hotel will be known as the LVH-Las Vegas Hotel & Casino, its owner Colony Resorts LVH Acquisitions LLC said.
In September, Colony Resorts LVH filed federal trademark applications to exclusively use the name LVH-Las Vegas Hotel & Casino. The property’s new name was first made public in a special Las Vegas advertising section published by the Los Angeles Times.
“If LVH-Las Vegas Hotel & Casino is the new name, it can’t be anything but a placeholder,” said David G. Schwartz, director of the center for gaming research at the University of Nevada, Las Vegas. “It’s not a viable name for a property.”
Schwartz said the name chosen by Colony Resorts “shows they don’t have a lot of options.”
The application said the mark would cover hotel, restaurant, lounge and bar services; arena services, including providing facilities for sports, concerts and exhibitions; casinos and casino gaming; wagering services and entertainment in the form of live performances by bands.
The property on Jan. 1 was set to lose its franchise rights to use the Hilton name unless a deal could be worked out with Hilton Worldwide, which owns and licenses the name.
“The only options are to revert back to the Hilton name or you sell it to somebody that can invest in a real name change,” Schwartz said.