Caesars Entertainment plans to open its first non-gaming hotel in the U.S. in Scottsdale, Arizona; a concept it first introduced at Caesars-branded hotels in Dubai and Mexico.
The development comes in tandem with the announcement that Caesars is introducing a new rewards program that will replace its iconic Total Rewards loyalty program—and which will be called Caesar Rewards.
Caesars last week announced it would be opening the Caesars Republic Scottsdale, although it didn’t name a date or say how expensive the 11-story glass tower with 266 rooms would be. However, groundbreaking is expected the second half of 2019 with an opening in 2021. It will include meeting space, conference and event space, 7,000- square foot ballroom, a signature outdoor restaurant with views of Camelback Mountain, and a rooftop pool and bar.
It will be developed near the Scottsdale Fashion Square by HCW Development and operated by Aimbridge Hospitality, which will license the rights to use the Caesars brand and design elements. Caesars will also incorporate the new hotel into its Caesar Rewards loyalty program.
The company plans to expand its brands and loyalty program to other non-gaming resorts said Caesars CEO Mark Frissora in a statement. The Caesars Republic brand will used for all non-gaming properties. “Caesars Republic Scottsdale represents the introduction of a new world-class brand and further progress on our strategy to expand our non-gaming business into premier destinations,” into other parts of the U.S., he said.
He added, “This project will be our first non-gaming asset in the United States and demonstrates the global strength of the Caesars brand. We look forward to partnering with HCW Development and Aimbridge Hospitality to create a world-class experience in one of the nation’s most desirable communities.”
Aimbridge Hospitality President and COO Robert Burg commented, “We are honored to partner with Caesars Entertainment and add a hotel with the iconic Caesars brand to our management portfolio. We share Caesars’ commitment to operating excellence and look forward to managing Caesars Republic Scottsdale.”
“Our market-dominant Scottsdale Fashion Square is the natural home for the innovative new Caesars Republic hotel concept,” said Ed Coppola, president of mall owner Macerich, a Santa Monica-based company, which will own the property. Macerich owns or has interest in 47 regional malls “The addition of this exciting new hotel is part of the next phase of development for our exceptional mixed-use property, which also will introduce Class A office space and upscale residences.”
Caesars operates almost 40 casino and resort facilities in 13 states. The company is the umbrella for the Caesars, Bally’s, Harrah’s and Horseshoe brands. Its nearest property to the new hotel is the Harrah’s Ak-Chin casino and hotel near Phoenix.
In 2018 Caesars opened two beachfront resorts and a beach club in Dubai at Meraas’ Bluewaters Island and the 500-room $200 million Caesars Palace resort in Puerto Los Cabos, Baja California, Mexico.
The Caesars Rewards loyalty program was announced at Caesars Las Vegas headquarters. The new program is effective February 1, 2019.
Frissora announced “From the iconic Caesars Palace in Las Vegas and through many of our other properties, guests know the Caesars brand, and Caesars Rewards helps us strengthen that connection across our global network.” He added, “Uniting all of our destinations under the Caesars brand through this program, Caesars Rewards is a powerful engine that connects our members to the full Caesars empire and everything it has to offer—particularly as we continue expanding our products and global footprint.”
Caesars Rewards has 55 million members globally. According to the company: “Known for delivering bold, vibrant and distinctive guest experiences, this enhances the profile of all Caesars properties and ushers in the extension of its iconic brands to gateway cities around the world.”
Members will be able to earn complimentary hotel stays, including the new Caesars resort in Dubai. They will also be able to tap into private New Year’s Eve parties, celebrity golf outings, sporting events. Members will earn credits at slot machines, gaming tables, through hotel stays, dining, purchasing entertainment, by shopping and getting spa treatments at 45 international Caesars properties.
The same membership tiers will apply in the new program, including Gold, Platinum, Diamond and Seven Stars. By February the Caesars Rewards Mobile App” will be introduced, with Caesars Rewards Visa, Caesars Rewards Live Events and others arriving later in the year.
