As part of its plan to expand its brands and loyalty network through its licensing strategy, Caesars Entertainment Corporation is adding a new brand to its portfolio. Significantly, Caesars Republic will be the first brand from the company that is designed exclusively for nongaming hotels.
The first hotel in the new brand will be the Caesars Republic Scottsdale in Arizona, which also will serve as Caesars' first nongaming hotel in the United States. HCW Development will develop the project, which will be operated by Aimbridge Hospitality. Caesars Entertainment will license its brand, advise on design elements and integrate its Total Rewards loyalty network into the property.
With a dedicated nongaming brand, the company is positioning itself to enter markets that prohibit or restrict gambling, lowering barriers for its planned worldwide growth. Caesars' leadership has already expressed interest in certain regions, such as Brazil and Greece.
Last year, Caesars and Meraas Holdings entered into a nonbinding letter of intent for Caesars to manage two luxury hotels and a beach club at Meraas' Dubai-based Bluewaters Island development, and Caesars Palace Bluewaters Dubai and Caesars Bluewaters Dubai opened in late 2018 as the company's first nongaming resorts.
Caesars also is opening a $200-million nongaming Caesars Palace beachfront resort in Puerto Los Cabos, Mexico, through a deal with local development company Grupo Questro. Caesars Entertainment will manage the property and receive a licensing and management fee when it opens in late 2020. A Caesars development in Korea also is underway, although that property is expected to have a casino attached.
“Caesars Republic Scottsdale represents the introduction of a new world-class brand and further progress on our strategy to expand our nongaming business into premier destinations,” Mark Frissora, president and CEO of Caesars Entertainment, said in a statement. “This project will be our first nongaming asset in the United States and demonstrates the global strength of the Caesars brand. We look forward to partnering with HCW Development and Aimbridge Hospitality to create a world-class experience in one of the nation’s most desirable communities.”
When it opens, the hotel will be adjacent to retail destination Scottsdale Fashion Square. The 11-story property will have 266 rooms, a first-floor bar, a signature restaurant, a coffee shop and outdoor seating with views of Camelback Mountain. The hotel’s second floor will offer five breakout rooms, each capable of accommodating up to 40 people or can be opened for events of up to 200. An executive boardroom also is available, seating up to 16.
Caesars Republic Scottsdale will house a 7,000-square foot column-free ballroom with 34-foot sliding glass doors that open out onto the adjacent lawn, suitable for outdoor events for up to 600 people. The ballroom is divisible into four sections and can accommodate banquets up to 500.
The property’s seventh floor will be host to a rooftop pool and bar—the only rooftop pool in Scottsdale. This area also will serve as private event space for exclusive groups or company events. The hotel’s fitness center will be adjacent to the pool.
"We are very excited to work alongside our new partners to introduce the Caesars Republic brand to the world," Richard Huffman, CEO and president of HCW Development, said in a statement. "Scottsdale is a vibrant community and we are confident that this high-end facility will provide a truly unique and dynamic experience to both locals and guests traveling from afar.”
Caesars currently operates nearly 40 hotel and resort properties with more than 40,000 guestrooms worldwide.