How SAHARA’s new owners restored an icon and brought a little magic back to the Vegas Strip’s north end.
When Alex Meruelo, new owner of SLS Las Vegas, revealed in June 2019 that the venue would be returning to its former name, SAHARA Las Vegas, the Los Angeles Times compared the reappearance of the brand to a great “Las Vegas magic trick.”
The reopening of the venue under the SLS name five years earlier had initially been seen as a welcome move by many in Las Vegas. Sahara’s much-loved venue had closed in 2011 and it was hoped its reopening would reinvigorate the north end of the Vegas Strip.
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