In 1952, the Sahara brought Morocco to the Strip. In 2014, in its hallowed footprint, the SLS will bring … LA. That’s the takeaway from a press release in which Sam Nazarian, CEO of SLS’ parent company SBE (acronyms!), called the planned resort’s exclusive retail partnership with fashion house Fred Segal a “collaboration between two brands whose DNA is synonymous worldwide with Los Angeles’ distinctive style and culture.”
Not distinctive like the gargantuan pastry atop 60-year-old LA landmark Randy’s Donuts—like the pale palette and clean lines of the SLS Las Vegas architectural model; like the relaxed sophistication of other SLS concepts in Beverly Hills and South Beach (and soon, New York City). It’s gorgeous. But LA is next door. That’s why Southern Californians were 26 percent of all Vegas visitors in 2011, why they visit with more frequency than any other demographic, and why they get discounts almost as good as we do. Why would they travel here just to feel like they never left home?
Maybe they’re not SLS’ target market, and maybe that’s smart. Las Vegas Convention and Visitors Authority statistics show Southern Californians “spent significantly less” than other domestic and especially foreign tourists on meals, shopping and entertainment last year. Here’s hoping Moroccans have a thing for Fred Segal.