Just off the famous Strip in Las Vegas the Hotel San Remo has been revamped into the Hooters Casino Hotel. The new operation hopes to cash in on its 61 million customer base at the Hooters chain of restaurants around the United States, Canada, Europe, South America, Asia and the Caribbean, and is offering staff discounts and free rooms for promoting bookings at the Las Vegas hotel.

Hooters restaurant first opened in Clearwater, Florida in 1983 with spicy chicken wings and waitresses in short shorts. Yesterday’s opening of the Hooters Casino Hotel is expected to attract a niche market of men aged between 25 and 54. The hotel has 696 rooms, very small compared to most in Las Vegas, and the San Remo has been struggling against the competition. As Hooters with nine restaurants and bars, the property is expected to triple the San Remo’s annual revenue to an annual operating profit of around US$23 million.

Billing itself as ‘The Cure for the Common Casino’ Hooters Casino Hotel officially opens to the public today with food and drink specials, entertainment on 3 stages and a celebrity blackjack tournament. The casino is open 24/7 and the familiar orange and white uniform of the Hooters girls will be much in evidence. All the favourite table games and slot machines are on offer plus live poker, sports book and a players’ club. The restaurants are known as being ‘delightfully tacky, yet unrefined’ and it has yet to be proved that the same formula for a casino hotel in Las Vegas will work. Customers will, however, be on familiar ground. (E-02.03.06)

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