Rio groups with Hyatt on renovation, rebrand

The Rio is having a makeover with help from Hyatt Lodges Corp.

Dreamscape Corporations LLC, which owns the Rio, declared a franchise and rebranding agreement with Hyatt on Thursday.

Dreamscape is set to lead multiphase renovation projects at the Rio that will provide “multiple Hyatt complete-support choices to Las Vegas,” according to a news release.

The off-Strip property’s identify is not section of the overhaul, having said that.

“We will manage the legendary Rio identify,” Dreamscape founder and CEO Eric Birnbaum mentioned by way of a spokesperson.

General public areas such as its gaming, retail, foodstuff and beverage, spa and health and fitness and pool offerings will be redeveloped, and 1 of the Rio’s hotel towers will be reworked into a 1,501-area Hyatt Regency Hotel, with visitor rooms averaging 580 sq. toes. The remaining guest rooms — the home has extra than 2,510 — will be branded or affiliated with a person or much more of Hyatt’s other brands just after renovations.

The settlement is no diverse than how The Cosmopolitan of Las Vegas franchises with Marriott Intercontinental, Birnbaum stated.

“Hyatt has very long been looking to enter the Las Vegas market place and, jointly with Dreamscape, can revitalize this Las Vegas landmark to draw in significant-quality team, enterprise and leisure tourists in a person of the most-visited leisure, group and conference markets in the globe,” a Hyatt spokesperson stated.

Hyatt has two choose-support Hyatt Position qualities in the valley. This would be its initially complete-company resort in the space.

Each Hyatt and Dreamscape declined to share fiscal conditions of the franchise arrangement. A Dreamscape spokeswoman later added: “We would want to go away renovation fees out proper now.”

Rio redo

Rio opened in 1990 as the valley’s very first all-suite vacation resort, comprehensive with the city’s initially dining area buffet and nightclub.

But the home about the years had misplaced its luster as a go-to spot. Founder Tony Marnell, who bought the vacation resort to what is now Caesars Entertainment Inc. in 1999, told the Review-Journal in 2019: “The Rio desires a very little TLC and it has not gotten a dime’s value.”

Soon after yrs of rumors that the property was up for sale, Caesars offered Rio to Dreamscape in late 2019 for $516.3 million. The settlement authorized Caesars Amusement Inc. to deal with the off-Strip assets for two a long time at an annual lease of $45 million and an optional third year at $7 million.

Caesars and Dreamscape have due to the fact prolonged the original lease arrangement an additional yr because of COVID-19 pandemic problems, likely pushing again Dreamscape’s entire takeover as late as Dec. 15, 2023.

A Hyatt spokesperson stated Thursday that the Hyatt Regency lodge is expected to open in 2023. When it does, Entire world of Hyatt rewards members can generate and redeem factors for Rio stays. Users now can use or achieve factors at MGM Resorts Intercontinental homes in Las Vegas, and Las Vegas M lifetime loyalty members can receive details for being at Hyatt attributes.

The loyalty program shut 2020 with about 25 million customers and represented about 36 percent of its whole home evenings all through the calendar calendar year, according to Hyatt’s most modern annual report.

“We know Las Vegas is an significant destination for our attendees, Environment of Hyatt customers, and buyers, and this job is a significant phase for Hyatt as we carry on to develop our manufacturers in marketplaces that make a difference most to our faithful travelers,” Kimo Bertram, Hyatt’s vice president of authentic estate and improvement, explained in the release.

Dreamscape will use Hyatt’s “massive reservation method to assure we generate the suitable traffic to the asset,” which will otherwise be unbiased, Birnbaum mentioned.

In accordance to the information release, the renovated house will concentration on leisure and business enterprise travelers and will offer far more than 220,000 square feet of functionality area and meeting facilities.

“At Dreamscape, our aim is to acquire belongings that travel extensive-term monetary and cultural price, and we are really thrilled to crew up with Hyatt on this undertaking,” Birnbaum said in the launch. “The Rio Las Vegas is the fantastic place to develop the top multipurpose location in Las Vegas, and we are thrilled to work with the Hyatt workforce to revitalize the assets.”

Smart go, experts say

Gaming and hospitality experts praised the franchise and rebranding agreement as a intelligent go that could benefit Rio and its friends.

Rio is Dreamscape’s first foray in the hospitality business enterprise its executives are self-explained “real estate fellas.”

Accordingly, the franchise agreement with Hyatt “absolutely” would make perception for the vacation resort, reported Mehmet Erdem, an associate professor of hotel operations and technology at UNLV.

“It’s the textbook definition of what any individual who is not in the lodge small business (does when it) acquires a resort residence,” Erdem stated.

Friends can anticipate a sure company regular with a Hyatt Regency lodge, a brand name persons know and believe in, he said.

The agreement also expands the client base. Rio would pop up in Hyatt net or mobile application research functions, and the loyalty application could draw in Hyatt regulars.

Chad Beynon, gaming analyst with Macquarie Funds Inc., praised the agreement and identified as Hyatt a “top-five global hospitality brand name.”

The partnership signifies what he sees as the expanding importance of tying in loyalty rewards applications in Las Vegas, citing the before long-to-open up Resorts Environment and its three Hilton models.

“This tactic has served other properties on the Strip, just for the reason that if any individual wants to use their Hyatt points, they can use them there,” Beynon mentioned.

One more UNLV hospitality professor, Amanda Belarmino, stated the arrangement can help Dreamscape set up very clear insurance policies and strategies. It also aids with internet marketing and differentiating the Rio from other built-in resorts.

“The important factor is to plainly communicate how the Rio may possibly differ from the Hyatt brand benchmarks and to generate reasonable anticipations for attendees faithful to each the Rio and Hyatt,” Belarmino stated.

Call Mike Shoro at [email protected] or 702-387-5290. Follow @mike_shoro on Twitter. Get in touch with Bailey Schulz at [email protected] Adhere to @bailey_schulz on Twitter.