Two Way Hard Three | Las Vegas Casino & Design Blog

January 13, 2007

Luxor To Change Name? 'The Pyramid'?

Posted by Hunter

Saw this one on Robin Leach's 'blog' on Vegas celebrity gossip topics and it's interesting.

The idea is that Luxor's name would change to 'The Pyramid' about halfway through the year when they open their new nightlife operations.

Robin's take on the Luxor name is here.

I know MGM MIRAGE is eager to re-make Luxor in the public's eye as it is seen as having languished under previous management. Still, this would be a big move. I'd be more inclined to see a marketing campaign around 'Luxor: The Pyramid' rather than dropping the former moniker altogether.

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Read archived comments (19 so far)
January 13, 2007 8:13 PM Posted by Mike E

This is ridiculous. "The Pyramid" is already a few too many syllables in MGM Mirage's single-syllabic roster of stupidly hip names. It sounds like a more fitting title to a competition on American Gladiators than a casino resort.

January 13, 2007 8:31 PM Posted by John

Mike, I agree with you, I'm not a fan of "The Pyramid", but it would really fit in well with MGM's marketing plan for Luxor (i.e.- "The power of the pyramid"). However, I thought it was interesting that, in Leach's article, they considered changing the name to Luxury, as a play off on the "Lux" name. Actually, something like Lux or Luxe, Las Vegas might be a bit more "hip" and even "sexier" than "The Pyramid".

January 13, 2007 11:18 PM Posted by mike_ch

This wouldn't be TOO far from reality, but I don't think it's going to happen.

The egyptian gewgaws being pulled down more and more. There's a new walk-up bar and some tables where Cleopatra's Lounge used to be, I have yet to go back and get pictures because I've been busy and it's too cold to troll the strip. Out go names like RA and Oasis and in come names like Aspen and Nurture.

Furthermore, Luxor marketing over the past 18 months has featured slogans like "the shape of escape" and "the apex of a new era." Those old ads with Professor Carter spelunking in the depths of the pyramid are long-gone.

I think Robin's just trying to jump to conclusions, though. If they go all the way on the de-Egyptification and tear down the Sphinx even, Luxor isn't a bad name. The name sounds more prestigious than the hotel actually is and has a good phonetic sound.

If MGM really wanted to change a name, then they should drop Excalibur already. I realize the hotel isn't dropping to the ground anytime soon, but if we're going to move from kids to older folks, it would be a good start. Just something that sounds Olde German without sounding oppressive, like Landsburgh or something. Of course, that's just putting a band-aid over a gaping wound and I have more ideas to make the hotel look less embarrassing, but I suspect they probably aren't looking at it lasting any longer than five years.

January 13, 2007 11:49 PM Posted by mike_ch

Mike E said: "It sounds like a more fitting title to a competition on American Gladiators than a casino resort."

Crud, now you've spoiled the plans for the Aggro Crag resort and casino! ;)

January 14, 2007 4:33 AM Posted by detroit1051

I like "The Pyramid.' Many visitors may not understand what Luxor refers to, and with MGM wanting to appeal to everyone with its properties, Luxor, and everything else related to the Middle East and its problems, may conjure up negative perceptions. It's a good marketing move.

January 14, 2007 8:56 AM Posted by Christian

If we call the Luxor the pyramid and those two towers at CityCenter the Veer Towers...what's next? The Stratosphere is changed to 'Tall Pointy Thing'?

January 14, 2007 6:28 PM Posted by cgriff

Detroit1051 says, "Many visitors may not understand what Luxor refers to..."

And even those who understand what 'Luxor' refers to, they probably wouldn't mind the name change either. The whole place is a giant misappropriation, since neither The Sphinx nor the Great Pyramids of Egypt are located in Luxor.

January 15, 2007 3:10 PM Posted by doc_al

So if you take the fake pirates out of TI, and the fake bamboo out of Mirage, and the fake egypt out of Luxor, what is MGM-Mirage left with? A bunch of decent but non-descript hotels (all with their own Cirque show, eventually). All they're doing is diluting/abandoning their brand images.

If they go with the Pyramid name, I hope they go for max stupidity and make it THE Pyramid.

Dumb. My plaster-and-kitch kingdom for a new casino-hotel visionary!

January 16, 2007 11:38 AM Posted by motoman

doc_al, you nailed it!
Christian, "Tall Pointy Thing," that's too funny man....

....but in the end, detroit's probably right. He's noted what good operators and efficient moneymakers the MGM team are, and the whole theme thing has long since faded into whatever passes for Vegas history. I'd note that last Sat. night, with Mandalay Bay jammed with clubhoppers, Luxor was spookily quiet--especially, and unfortunately, where the Mandalay Place mall connects the two properties.

(Thanks for the geography lesson, however, cgriff. I'd always been puzzled by that incongruity.)

January 16, 2007 3:30 PM Posted by John

Detroits is turning into more and more of an immediate reality. In last week's InBusiness Las Vegas, there was an interview with the current president/COO of New York-New York, in which he explained that during '07-'08, the property will undergo and makeover, that will turn it into MGM's adult themed property. These changes include, eliminating the arcarde, in favor of convnetion space, and a nightlife district; renovating Rita Rudner's cabaret space into a new nightclub name "Rok"; and a new marketing campaign that will market Zumanity as the "sensual" side of Cirque du Soleil. Its interesting to note, that this renovation is already taking place. The resort has re-designed their website, eliminating any New York-esque elements that it previously had.

Here's the article:

January 17, 2007 10:43 AM Posted by mike_ch

On the billboards around NYNY the changeover to the new marketing front and graphics has been around for a while.

MGM is sure determined to make sure that themed hotels are mistaken as un-themed hotels though. This would be like if the Flamingo tore all their neon out in the 90s and put up some phony Caribbean buildings out front.

And a nightclub called "Rok?" I didn't realize typos were hip because I saw that and thought it stood for Republic of Korea.

January 17, 2007 5:28 PM Posted by motoman

Korean nightclub, hmm....
For some reason, the unmemorable Flintstones movie sequel came to mind.... but then, that would be "themed," wouldn't it....

January 19, 2007 2:04 PM Posted by Andy S

I was in Las Vegas in early January, and the Egypt stuff is being removed as others have noted. The place is looking very shabby at the moment. I guess it will look 'nice' when it is finished but will loose its individuality. Futher to doc_als comment how about a new name of 'TP: THE Pryamid'?

Hope they dont change NYNY too much its my favourate casino hotel!! Getting rid of the arcade is a good idea, but convention space doesn't sound very exciting!!

Went to Aladdin and was surprised to see they have done a reasonable job on the casino so far.

Mirage casino is 'nice' but now quite bland. Anyone know when the rest of the casino (the area round the sports bar and KPK) will be changed and the volcano area outside?

On my last day they were demolishing the fountain and statues at the front of Monte Carlo, does anyone know why? Is that next on MGM hit list?

I might be in the minority but liked the themed hotels and dont like what MGM are doing to their properties!!

January 19, 2007 3:10 PM Posted by mike_ch

Monte Carlo's front end has been under fences time and again over the past few months but as far as I can tell they never actually demolished it.

Then again, I haven't really been on the strip since New Years. I need to get back out again sometime but I've got a vacation starting in a few days and won't be back until Feburary.

January 21, 2007 11:18 PM Posted by motoman

I also observed the cordoned-off area in front of Monte Carlo and thought the same as Andy S. There was some heavy equipment in there and the area appeared heavily dug up. If they're not being demolished, then it's some heavy renovation going on.

January 22, 2007 12:36 PM Posted by Andy S

Hi Mike_ch and motoman.

I looked through the cordened off area, and the fountain had gone, and the steps had been domolished. The lamposts had been dug up and the fronts of the statues base had been removed.

Mike_ch will be interested to hear what is happening there when you back in Feb!

January 24, 2007 5:57 PM Posted by motoman

Thanks for the update AndyS. Sad -- those were nice fountains. I did get one snapshot but only from the car on the way to the airport.

Also some snaps of the Stardust deconstruction and Octane bar I have yet to send on to Hunter.

(Oh BTW, that reference to a Flintstones sequel: "Viva Rock Vegas" which I remember only for its title.... :-(

April 14, 2007 9:12 PM Posted by Hunter

A story in today's 'NORM' in the RJ indicates that MGM Mirage did indeed consider this but it has been rejected.

April 14, 2007 9:27 PM Posted by mike_ch

Yeah, there's some other cosmetic changes around Luxor that MGM played around with that they've decided not to do after all, as well.

I'll have more details after my Photo Update trip this Monday. Unless my trip is canceled, in which case I'll just post them in this discussion as quickies.