Caesars Introduces Its First Non-Gaming Hotel Brand

LAS VEGAS—Caesars Entertainment Corporation plans to open Caesars Republic Scottsdale, its first non-gaming hotel in the U.S, as part of its plan to expand its brands and loyalty network through its licensing strategy.

Caesars Republic Scottsdale will be a four-star hotel developed by HCW Development and operated by Aimbridge Hospitality.Studio 11 Design handled the design for the project. Caesars Entertainment will license its brand, advise on design elements and integrate its loyalty network, Total Rewards.

“Caesars Republic Scottsdale represents the introduction of a new world-class brand and further progress on our strategy to expand our non-gaming business into premier destinations,” said Caesars Entertainment President/CEO Mark Frissora. “This project will be our first non-gaming 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.”

Caesars Republic offers a new kind of lifestyle hotel experience—the first brand from Caesars Entertainment designed exclusively for non-gaming hotels. Caesars Republic is a brand with an edge: It inspires the imagination, pushes creative boundaries and collaborates with trendsetters, according to the company.

The brand pays homage to the dynamic energy of Las Vegas—celebrating rebellious spirits and beckoning its guests to unleash their alter egos, the company reports. Just as all republics are social in nature, Caesars Republic incorporates thoughtful details and brand rituals to facilitate connections among its guests.

No two hotels within the brand will be exactly alike—everything from the decor to the culinary offerings are inspired by local traditions and tastemakers.

The interior decor of the 11-story glass structure will have rich textures and strong architecture, juxtaposing soft curves and bold accents in a chic and classy lobby, with designs curated throughout the guestrooms, according to the company.