Station Casinos will spend more than $35 million on renovations to its Red Rock Resort flagship property, including the creation of a Restaurant Row and four new restaurants.
Construction began last month at the resort, located 10 miles west of the Las Vegas Strip in Summerlin, and enhancements are expected to appeal to both tourists and locals.
"This is the crown jewel in our family, and it's really important that the guest feels that, no matter what space they're in," said Lori Nelson, vice president of corporate communications at Station Casinos. "It was time to invest in making sure this destination looks beautiful, provides a lot of entertainment offerings and gives our guests another reason to check us out."
The renovation process includes a variety of projects, most notably Restaurant Row.
Nelson described the resort's clientele as foodies and said "they're looking for what's new and what's exciting."
Mercadito Red Rock, which opened June 23, serves Mexican food featuring local and seasonal ingredients and a beverage menu with an extensive tequila list.
Hearthstone Kitchen & Cellar, managed by the Light Group, will have a small-plates menu with seasonal and sustainable ingredients.
"We think this is going to bring some high energy and a late-night option," Nelson said. "Guests like to have that interactive experience of sharing small plates and being able to sit around in a communal way with their group."
Additionally, a casual Italian restaurant will replace the existing Terra Rossa Italian restaurant.
Finally, a noodle bar, a smaller and more intimate venue than the other restaurants, will have a menu with noodle bowls, dim sum and specialty fried rice.
"This is about new and refreshing changes," Nelson said. "We really felt these new concepts would bring more culinary depth to our offerings."
All restaurants will be built along Red Rock Resort's Charleston Boulevard casino entrance with outdoor accessibility and patios. A pedestrian walkway will link these restaurants with two of the resort's existing restaurants, Lucille's Smokehouse Bar-B-Que and Yard House. Red Rock will also renovate its steakhouse, T-bones Chophouse.
Also part of the renovation, 26 of the resort's suites will be upgraded, and the Spa at Red Rock will undergo a renovation.
Station Casinos is also building a new parking area with a drop-off point and pedestrian walkway that crosses the street to Downtown Summerlin, a new retail development expected to open in October.
"We've always offered shuttles for our guests down to the Strip where there's a drop-off at Fashion Show Mall, but it is an incredible amenity to now be able to offer to our hotel guests great shopping and entertainment steps away from Red Rock Resort," Nelson said.
The resort is currently working on cross-promotional partnerships with Downtown Summerlin, which guests will be able to take advantage of once the shopping and dining area opens.
The new construction and developments at Red Rock will be staggered over the next several months and are expected to be completed and operational by the fourth quarter of 2014.
However, over the past year, other noticeable changes around the resort have been happening. Lucille's opened, the hotel lobby and Lucky Bar were renovated and the former Cherry nightclub was retrofitted into event space.
"We talk to our guests. We ask them what they want," Nelson said. "A lot of these decisions are based on what we hear from our guests."
Though Red Rock has always appealed to locals, it is one of the resorts off of the Strip and away from downtown Las Vegas that draws a significant number of out-of-town travelers, as well.
Pure guest count comes in at about 60% local and 40% out-of-town visitors, but the resort's 800-plus guestrooms are consistently occupied at 90% or higher with those living outside of southern Nevada.
"We've really grown a tourist clientele that is a discriminating guest to Vegas," Nelson said. "They've kind of been there, done that on the Strip. They want the excitement of Vegas, but they don't want the chaos and the crowds."
Go to www.redrock.sclv.com.