Caesars Goes Montbleu

Nevada’s Caesars Tahoe will soon vanish and be replaced with Montbleu Resort Casino & Spa, which will take on a Vegas-style image in hopes of attracting youthful visitors.

“The vibe inside is definitely an MTV and VH1 feel,” PR Entertainment’s Paul Reder told Pollstar. “You feel like you’re walking into the Hard Rock.”

Reder and his company will manage and operate the casino/resort’s 1,500-seat Montbleu Theatre and Blu Nightclub. He will also act as the theatre’s primary talent buyer. All promotions will be done in-house.

The renamed 440-room Lake Tahoe resort is scheduled to open May 24th, the moment after Caesars Tahoe shutters. But the doors will never actually close.

“The casino has been completely remodeled,” Reder said. “It’s something you would expect to see in a major metropolitan area.”

The strategy behind Montbleu is to cater to the 21- to 40-year-old demographic.

“Our feeder markets for Lake Tahoe are definitely Bay Area-driven: San Francisco (and) Sacramento,” Reder explained. “Based on all of our market research, the product we’re presenting here is something that has been needed in the Lake Tahoe basin for some time.”

Acts confirmed for this summer include 3 Doors Down, Widespread Panic, Jason Mraz, Paul Oakenfold, Ice Cube, India.Arie, Staind, and Jamie Cullum.

Montbleu is also building a 4,000-seat open-air arena for various sports events including volleyball and boxing, Reder said.

The resort/casino, which is owned by Kentucky-based Columbia Sussex Corp., will offer seven different restaurants, four nightlife venues, a 40,000-square-foot casino, a new poker room and a spa.

Columbia Sussex and its affiliates operate 64 hotels, resorts and casinos in 28 states and overseas, including the Horizon Casino across the street from the Montbleu, the Lighthouse Point Casino in Greenville, Miss., and the Westin Casuarina property on Grand Cayman Island.

– Mitchell Peters