Hard Rock Lake Tahoe to be rebranded as Golden Nugget in September 2023
Following the Nevada Gaming Control Board’s (NGCB’s) approval for Tilman Fertitta’s purchase of the Hard Rock Hotel & Casino Lake Tahoe, the gambling-friendly venue is expected to be rebranded to Golden Nugget as soon as next month. Tilman Fertitta-led Fertitta Entertainment Incorporated previously announced the purchase of the Hard Rock Hotel & Casino Lake Tahoe from Paragon Gaming, an Enterprise, Nevada-based gaming company that owns & manages casinos in the U.S. and Canada. Now, the NGCB has also approved the deal. The financial terms of the acquisition haven’t been disclosed.
As Fertitta Entertainment controls the widely known Golden Nugget business of casinos, the Hard Rock Hotel & Casino Lake Tahoe will reportedly also be rebranded to Golden Nugget, and that change could occur by the end of September this year.
At the NGCB’s most recent meeting on Wednesday this week, Fretitta told the regulators that it saw the Tahoe market as a great opportunity to increase its footprint in the area.
Speaking about rebranding, Fertitta told the NGCB, “We will take this property and totally transform it, as we always do. If the Golden Nugget name is on it, we expect it to be one of the top properties in the market.”
When NGCB Chairman Kirk Hendricks was asked for a comment, he said that the process of application was quick as well as smooth. He went on to say that Feritta’s already presence in Nevada’s gaming sector helped it in obtaining approval at the earliest possible.
Fertitta has plans to make big changes at the Hard Rock Hotel & Casino Lake Tahoe, its first property in Northern Nevada. The company told regulators that all of the venue’s guestrooms would be enhanced and new dining options would be added. The staff count at the property in question could also be increased by up to 40 per cent in the years ahead.
After its rebranding, the Hard Rock Hotel & Casino Lake Tahoe will become Nevada’s third Golden Nugget property. It will join one casino in downtown Las Vegas and another casino in Laughlin. Other Golden Nugget-branded properties are located in Atlantic City, New Jersey, Lake Charles, and Biloxi. The company has recently also acquired a casino hotel in Cripple Creek, Colorado. In addition, the company recently broke ground on a new gambling-friendly venue in Illinois. Thus, Feritta seems to be on a buying spree to increase its footprint in the American casino gaming market.