MGM Resorts International is looking to rebrand and transform the Monte Carlo Casino on the Las Vegas Strip to make it “’hotter and hipper,’” the Las Vegas Sun reported.
MGM wants to rebrand the casino to coincide with the opening of a new 5,000-seat concert theater, which MGM hopes will attract new guests, and it wants to change the casino’s name to make it more appealing to younger visitors.
The Monte Carlo is a relatively old property when compared to the neighboring Cosmopolitan casino, which opened five years ago and established itself as a favorite among younger, hipper gamblers and visitors.
Many Las Vegas Strip properties are adjusting their marketing and branding to better appeal to millennial-generation tourists, who have differing entertainment and gambling preferences than the traditional older bettors that casino’s like the Monte Carlo tend to draw.
With a new name and concert venue, parent company MGM Resorts International hope to establish itself as a viable alternative to the Cosmopolitan and other trendy resorts on the Las Vegas Strip, which generally cater to younger visitors.
No timeline for the rebranding was announced.
