Silver Sevens, the iconic off-Strip Las Vegas hotel-casino, has decided to pause its plans to rebrand itself under its original name, “Continental.” While the rebranding was initially announced a year ago, the new leadership at Affinity Interactive, the resort’s owner, has decided to hold off on the change for the time being.
Silver Sevens Stays on Its Current Path
The decision to hit pause on the rebranding comes after a period of careful consideration by Affinity Interactive’s new CEO, Scott Butera. In his first year at the helm, Butera has been weighing the best path forward for the property, which has been a fixture in Las Vegas since it opened its doors in 1980 as the Continental.
Butera explained that while the idea of returning to the Continental name is appealing, he and his team want to ensure that the change is executed in the most thoughtful and effective way possible. The new leadership is taking a step back to assess the broader vision for the property and to make sure the rebranding aligns with the resort’s long-term goals.
“We have a great product that we’ve invested in over time,” said Butera. “The Continental approach is very appealing, but we want to make sure we’re doing it correctly.” His statement underscores the company’s desire to get things right before moving forward with such a significant change.
A Shift in Direction for the Hotel-Casino
Silver Sevens, originally known as the Continental, first opened in 1980 and operated under that name for several decades. It became a beloved staple of the Las Vegas casino scene before changing ownership and eventually adopting its current name under the ownership of Herbst Gaming, which was later rebranded as Affinity Interactive.
Since then, the property has undergone several updates and renovations, keeping pace with the evolving demands of Las Vegas tourists. But with the new leadership under Butera, a rebranding to the Continental seemed like a nostalgic step to tap into the hotel’s history.
However, after re-evaluating the potential shift, the decision was made to step back from a full rebrand. The focus for now will remain on continuing to improve the resort, enhancing its offerings, and ensuring its place in the competitive Las Vegas market.
Challenges and Considerations in Rebranding
Rebranding a well-known property like Silver Sevens (formerly the Continental) comes with its share of challenges. A name change isn’t just about updating signs and marketing materials — it’s about revitalizing the resort’s identity, which requires a great deal of strategy.
Butera’s team is looking closely at customer expectations, as well as the property’s history. Many Las Vegas locals and visitors have fond memories of the Continental, so there is strong nostalgia tied to the name. At the same time, the resort must stay current and relevant in a market that’s always changing.
The new CEO has signaled that the property will continue its renovations and improvements to provide a better experience for guests. However, the decision to put the rebranding on hold for now indicates that Affinity Interactive wants to be cautious and deliberate with its next steps.
- Historical significance: The Continental brand holds a place in local history, and many longtime patrons remember it fondly.
- Strategic approach: Butera is focusing on aligning the rebranding with a broader long-term vision for the resort.
- Future of the name: The Continental name may still return in the future, but for now, Silver Sevens remains.
What’s Next for Silver Sevens?
For now, Silver Sevens will continue its current course under its existing name, but with ongoing investments aimed at improving the resort. Affinity Interactive is committed to enhancing the guest experience, whether through new amenities, upgrades to existing facilities, or expanded entertainment offerings.
As the hotel-casino navigates through this transitional period, there’s no doubt that changes are on the horizon — just not in the form of a rebranding for the time being. Silver Sevens will remain a key player in the off-Strip market as it looks to evolve and meet the needs of today’s Las Vegas visitors.
