Ultimately, the SLS’ location at the then-forlorn, northern end of the Strip was likely the principal factor leading to its demise and ultimate sale to the Meruelo Group (owners of the Grand Sierra Resort and Casino Reno) in 2017. Once legendary in Las Vegas - home base to The Beatles, Liberace, Elvis, and other mid-century luminaries - the SAHARA slowly faded into irrelevance during the ‘80s and ‘90s, finally closing in 2011.Ī promising new life as the SLS Las Vegas was born when the trendy SBE Entertainment Group renovated, rebranded, and reopened the casino-hotel in 2014, aiming at hip Southern Californians - who were already familiar with the brand - as a prime demographic target.
