Los Angeles-based SBE Entertainment and Stockbridge Real Estate Funds of San Francisco had two options with their newly acquired Sahara casino hotel in Las Vegas: polish it or demolish it.

They decided to spend money—$2 million so far—revamping the 55-year-old property.

Refurbishment efforts have been under way since August, trimming and cleaning the exterior landscaping; new carpeting and wallpaper have been added in the hotel lobby; hotel staff have new uniforms and the hotel’s restaurants all have new menus.

SBE president Arash Azarbarzin says the changes have made everyone happy.

“This makes the customers feel better, it makes the staff feel better and it makes us feel better,” he said. “We wanted to give some value back to our customers.”

Azarbarzin said part of the decision to spare the property a date with the wrecking ball was based on the property’s history.

“We have to understand who we are and who we are not,” Azarbarzin said. “We are a historic property. Every version of our master plan includes keeping the hotel intact. There are some areas we might take down and remodel, but you’re not going to see a big implosion here.”

While SBE seeks a gaming license, Larry Woolf and his Navegante Group are running the casino at the property, and early returns show casino volume is up 20 percent in recent months.

“We’ve invited the customer base back and we’ve offered various specials. All that has helped,” Woolf said. “There seems to be a much higher energy in the casino, and its showing in the revenues. We’ve worked the employees and customer service has improved tremendously.”

By Casino Connection Staff

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