A doomed Las Vegas strip icon may have a new path to survival
When MGM Resorts International (MGM) – Get the MGM Resorts International Report Selling the Mirage to Hard Rock International for $1 billion, it was clear that huge changes were coming to the famous Las Vegas Strip resort. The new owner said he plans to build his signature guitar hotel on the property.
To do this, the company had to find space for a new hotel. At first, some thought the new owner would demolish the Mirage Hotel/Casino building, but that’s not what’s going to happen.
Instead of building a new hotel where the current Mirage Hotel is located, Hard Rock decided to build the Guitar Hotel where the Mirage Volcano is currently located.
This means that one of the most obvious free attractions in Las Vegas has only a limited time left. Some fans of the volcano have made efforts to save it, creating a petition to change the organization to declare it a historic landmark. The petition, which has more than 6,000 signatures, makes the following case:
The Mirage was the first ‘mega resort’ ever to appear in Las VegasAnd the On the day of its opening in November 1989 it was The most expensive resort since when. From day one, The Volcano has been delighting visitors to The Mirage to what is a rare and absolutely gorgeous free Vegas attraction and a very emotional experience. Moreover, it is located in the most visible plot of land on the Las Vegas Strip! Frankly, it should be a historical landmark.”
This effort has almost no chance of success (6000 signatures barely authorized). But Alan M.
“I feel a great kinship with everyone who signed the petition,” Feldman recently told Casino.org. “The volcano has great meaning in their lives, just as it did in mine. Unfortunately, it would seem ridiculous in front of a different hotel, out of place in a new era of design and architecture.”
That’s not to say Feldman doesn’t see a way forward for iconic appeal.
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What’s next for the Mirage volcano?
MGM retained ownership of the Mirage name (with its license to Hard Rock during the transition). Feldman says the company could build a new Mirage with an improved volcano as its distinguishing feature.
“There, a new and improved volcano could serve the purpose of welcoming guests and setting the scene for their unforgettable experiences,” Feldman said.
This is an interesting idea. MGM has not commented on the future of the Mirage brand. She could rename one of her hotels on the Strip to be the Mirage and build a new volcano, but she hasn’t even hinted at the possibility.
MGM is focused on selling Mirage and adding Cosmopolitan to its Strip portfolio.
“Turning into our Las Vegas growth strategy, we’ve made solid progress toward our acquisition of Cosmopolitan’s Las Vegas operations, and are on track to close this quarter,” CEO Bill Hornbuckle said during the company’s first-quarter earnings call.
“Cosmopolitan is a premium brand with a loyal and integrated customer base that will enhance the Las Vegas Strip collection.”
MGM hasn’t hinted at bringing back the Mirage name, but it did telegraph it might, given that it didn’t sell the name. This allows Mirage and its distinct volcano to make a significant return at some date in the future.