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SBE Sells Club Sahara Assets To MGM

By Chuckmonster on Thursday, 28th April 2011 11:03am
  » filed under Las Vegas  comments: 1


Sahara Sayonara

Let the liquidation begin! SBE Entertainment has sold the contents of the Club Sahara players club (a gigantic database filled with the contact information of anyone who has stayed or played at Sahara and associated pertinent information) to MGM Resorts International. The list will not be imported into the M Life program, but instead be merged into MGM's low roller walled garden, the Circus Circus Players Club.

This is important for a number of reasons. First it proves that MGM isn't planning on incorporating Circus Circus Players Club into M life any time soon. No surprise there. Second it proves that SBE doesn't think that the Club Sahara list will be useful to pull in the type of clientele that the proposed SLS hotel is looking for. No surprise there. But why would SLS/SBE give up their database - isn't any database better than no database? And how exactly does this work in relation to SBE's nightclub partnership with M Life? Is it a two-way database relationship? Is there any precedence for a rival hotel/casino to share player database with an competitor? When TI was sold, they left the MGM fold with a carved out piece of the database pie.

The answer to this is the same as it always has been. Nazarian isn't going to build the SLS Las Vegas, he's liquidating all of the assets... Patron, Pillows and Players.

Tagged: sahara   sbe   mlife   murren   sam nazarian   sls las vegas   circus circus   


Comments & Discussion:

If the plan is to reopen the place when money is more fluid then why sell the database? Because if the place does get redesigned then the clientele that was a part of the Sahara wouldn't be the type of people you wanted inside your shiny new toy.

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