|The D Las Vegas is located on the city’s historic Fremont Street.|
Las Vegas–Opened in October of 2012 on Las Vegas’ famous Fremont Street, the D Las Vegas is a 34-story, 638-room hotel and casino owned and operated by Derek and Greg Stevens. In mid-April, the hotel became affiliated with Lexington by Vantage’s soft brand, Lexington Legacy, as a means to extend its reach through Vantage Hospitality Group’s distribution and loyalty rewards structure.
Roger Bloss, founder, CEO and president of Vantage Hospitality, has been eyeing a larger property in Las Vegas for a number of years. Vantage has held ownership of an Americas Best Value Inn located on Tropicana Avenue, but the D marks the first casino and full-service hotel property in the city for Vantage.
LOCATION IS EVERYTHING
Bloss, an enthusiast of the city, chose the hotel based on its location and the hotel’s philosophy. “I love the original Las Vegas,” Bloss said. “We have been watching a resurgence appear downtown, and what is going on there is remarkable. That, in combination with the ownership group of the D, heavily influenced our decision. We love their philosophy and way of thinking.”
The hotel’s location on Fremont Street was ideal for Vantage customers, according to Bloss. “Our customer base matches up with the D’s target audience; that was how we began talks.”
Though Vantage was in talks with two other properties prior to setting their sights on the D Las Vegas, one of the factors that drove Vantage to the D was the size of the property in relation to its location. According to Bloss, smaller hotels work well on Fremont Street because of guests’ interest in walking around the area. “People like the accessibility of the area,” Bloss said. “Hotels of this size work very well there because it doesn’t take 20 minutes for guests to get down to the street from their rooms. It’s almost a one-stop destination, and it’s a short ride to the strip if they are still looking for that area.”
|Vantage Hospitality will work with the D Las Vegas to integrate distribution and loyalty programs.|
A HANDS-OFF RELATIONSHIP
The goal for Vantage’s relationship with the D Las Vegas is to provide the property with support programs capable of drawing guests in.
“We are the eighth largest hotel company in the world,” Bloss said. “Our corporate office has support divisions, like frequent traveler programs, designed to help properties such as the D. All those things will be channeled to the D as a resource; things that would be unfeasible or unaffordable for a single, smaller operation can be leveraged into a larger hotel company with access to support services.”
By emphasizing distribution methods and program offerings, Vantage is positioned to offer back-of-the-house services to the D Las Vegas while remaining hands-off on day-to-day operations. “If you were to visit the property, you wouldn’t even know we are there,” Bloss said. “We are working with the D 100 percent as a back-of-the-house support mechanism. Outside of a small plaque at the front desk signifying the property is a Lexington Legacy member, the consumer wouldn’t know.”
The deal is also advantageous for the D, which has been open for seven months. “There is not a long history for them, being in town under that name,” Bloss said. “It was good timing for us in that regard, everything just aligned.”
“For the last four years we’ve held our Vantage convention in the city of Las Vegas, and for all four of those years we were forced to use a hotel downtown,” Bloss said. “We’re having our convention again this year, and now we get to have it at our own property. How great is that?”
The number of rooms in the D Las Vegas.
Source: Vantage Hospitality Group