Caesars Entertainment Renames Imperial Palace as The Quad
By James Shillinglaw
September 17, 2012 10:19 PM
Caesars Entertainment said it plans re-name the company's Las Vegas Strip resort, currently known as Imperial Palace, as The Quad Resort & Casino. Although guests will begin to see the brand transformation on property as early as November, the official conversion will be completed by Dec. 21, 2012 with renovation plans scheduled for finish by late 2013.
Interior and exterior renovations to the property are already under way. The renovations are scheduled to be completed in phases and will bring improvements to the exterior facade, porte cochere, front desk, bell desk, hotel lobby, casino floor, retail promenade and dining levels.
"As we renovate and modernize the property, it was only appropriate that we also update the name," said Rick Mazer, the resort's president. "This property has always been known as a hub of social activity, where anyone can come relax and have a good time. As we update our offerings we want to further enhance that feeling of fun and connectivity. We think the name, The Quad, really embodies those sentiments."
The resort also is unveiling a new brand look and feel to accompany the name. The Quad logo and creative were developed to evoke a sense of the unexpected with a playful and whimsical touch. As one of the quirkier letters of the alphabet, the "Q" becomes a distinctive brand icon and is a perfect starting point for the symbol within The Quad logo.
"Historically, this resort has had a very lively, welcoming appeal and we want to continue to build upon those qualities," said Tariq Shaukat, chief marketing officer for Caesars Entertainment. "The Quad will be a social and spirited environment where our guests, dressed up or dressed down, will find what they need."
Caesars Entertainment is working with Las Vegas-based Klai Juba Architects for the exterior and structural renovations, while Friedmutter Group is heading up interior design. The interior renovation will complement the new brand's inviting and whimsical spirit featuring modern decor with rich fabrics, multifaceted textures and contemporary fixtures.
The casino floor will expand an additional 15,000 square feet engulfing the former Imperial Palace porte cochere and a nightclub and gift shop. The first phase of casino renovations will include 35,000 square feet, including the expansion, and is scheduled for completion in the spring of 2013. The second phase will include an additional 30,000 square feet of gaming space with a centralized promenade bar featuring state-of-the-art integrated audio-visual technology. This phase is scheduled for completion in late 2013.
While the original resort's main entrance was Strip-facing, the main entrance and porte cochere to The Quad will be located on the north side of the building with access via Koval Road or the Harrah's tunnel off Las Vegas Blvd. A pedestrian walkway will make its way from the adjacent Harrah's Carnaval Court through to the south side of The Quad into The LINQ, Caesars' $550 million retail, dining and entertainment district slated for opening late next year. Plans also include a dual-sided lobby bar, Starbucks, a retail promenade and a series of restaurants and eateries.
The resort will remain open throughout the duration of the construction period with maximum precaution taken to minimize guest disruption. During the renovation phase, the resort's attractions will remain open including Frank Marino's Divas Las Vegas, The Auto Collections and the Hash House A Go Go.