With more than 50 years of staying power on the corner of Tropicana Avenue and Las Vegas Boulevard, the property once coined “The Tiffany on the Strip” has stood virtually unchanged since the last major renovation in 1985.
Today, the Tropicana Las Vegas unveiled its energetic new logo to kick off the comprehensive revitalization and rebranding of the legendary Las Vegas strip property. The vibrant, almost free-form logo replaces the previous diamond visual that has been used for more than two decades.
“The new company logo will serve as a roadmap for our entire transformation,” said company chairman and CEO Alex Yemenidjian. “From the Havana-inspired font to the lively color palette and unique arrangement, this image was designed to represent our vision of excitement, sensuality, rhythm, and style.”
“The unveiling of this new company logo marks the beginning of a complete renovation and rebranding of the property with an energizing South Beach, Miami feel,” said Yemenidjian. “The new Tropicana Las Vegas will have a hot Havana-like vibe with pulsating music, live salsa dancers, bright tropical colors and a sizzling nightlife scene.”
Recently acquired by the Onex Corporation and led by Yemenidjian, the Tropicana will undergo a long-awaited physical and cultural transformation. Tropicana Las Vegas’ planned US$125-million renovation includes the redesign of every hotel room, the casino, and world-famous pool area among others. There will also be several new restaurants, bars, a new poker room, and nightclub.
In addition to the physical renovations taking place, the new Tropicana and its team will exceed customer service standards, improve overall atmosphere and guest experience, and maintain the highest level of quality property wide.