Palace set for its rebirth
220,000-square-foot expansion includes theaters, restaurants
People who haven’t seen the “new” Palace Station will hardly recognize the place.
After a $192 million investment and months of construction work, Station Casinos LLC is on the verge of opening a 220,000-squarefoot expansion that is 44 times larger than the original footprint of The Casino, the initial locals property opened by Frank Fertitta Jr. 41 years ago.
The doors will open next week on a new section on the eastern end of the property, including new casino space that will bring in 500 more slot machines — five times the number on the site when the original location opened in 1976.
Scott Nelson, vice president and general manager of the property, led a tour Wednesday of the new space, which includes four new restaurants and a ninescreen Regal Entertainment Group luxury movie theater.
When Station officials announced two years ago that they were ditching Palace Station’s train theme in favor of a more modern approach, they didn’t say too much about the property’s new look, which is more like
Red Rock Resort and Green Valley Ranch than the properties that have “Station” in their names.
A new bingo room debuted last year, a renovated race and sports book will open in time for football season and the renovated
PALACE
day’s meeting. “These are high-level professionals that are going to provide media, PR and digital expertise that will result in more visitors to Nevada. It’s going to be a more sophisticated approach to a more targeted market.”
The state will spend more than $40.3 million over the four years under the contract that begins July 1.
Company executives working on the Nevada account were introduced to the 11-member commission after their contracts were formally approved by the state’s Board of Examiners Tuesday.
The collaboration is expected to continue the state’s Travelnevada brand strategy built around its
“Don’t Fence Me In” theme, built around a classic Western cowboy song that celebrates expansive wideopen space and freedom to explore. The song was spiced up in a more upbeat version by the Las Vegas band The Killers.
Under the approved contracts, Fahlgren Martine, which helped develop the “Don’t Fence Me In” theme, will get $34.4 million in two contracts. BVK has a $3 million contract while Noble will receive $2.9 million.
Digital media platforms will be used in the state’s efforts which focus on encouraging travelers to Nevada to collect and retell stories about their travels and adventures in the state with colorful local characters.
Details of the collaboration’s efforts are expected to be detailed in a marketing committee meeting in
August.
The commission also is working with Brand USA, the national destination marketing organization that was modeled after the Las Vegas Convention and Visitors Authority’s structure.
Brand USA, funded in part by travelers from 38 countries participating in a visa waiver program with the United States, markets the U.S. in foreign countries to boost tourism.
Nevada is expected to benefit from Brand USA programs that will be active next year in Australia, Canada, Germany, Mexico, India, Japan, South Korea, China and the United Kingdom.
Contact Richard N. Velotta at rvelotta@reviewjournal.com or 702477-3893. Follow @Rickvelotta on Twitter.