"Rumor Has It" might not the most original promotional tagline for the year-old Rumor Las Vegas resort, but it certainly fits. A megaresort stuffed into a boutique hotel's body, the 150-suite property across the street from the Hard Rock hotel-casino opened in July 2010 with an eye toward a younger and more diverse demographic than frequented the St. Tropez, which formerly occupied this prime real estate a mile from the Strip.
With nods to the funky (floor-to-ceiling murals, circular purple couch in the lobby), whimsical (stools shaped like heads, a happy hour for dogs) and trendy (chrome accents, judicious use of white marble, pool parties), Rumor might seem more like an extension of the Hard Rock and less like its own unique resort offering. In some ways, it is an extension of the Hard Rock, having recruited two of the iconic property's executives and becoming a popular place for Hard Rock employees to unwind. But in other ways, it's very different.
"We have a very diverse demographic," Hotel Manager Allen Oakley said. "We get lots of families. They like the fact that we're a smaller property. You don't have to go through a casino to get to your room. You can get to anywhere you need to go within minutes. We host corporate events and retreats. Employees from other hotels stay here. Bands playing at the Hard Rock often stay here. When there's a big fight, boxers may stay elsewhere, but they often have their families stay with us.
"We're able to offer personalized service that you can't get in a big Strip mega-resort," he said. "If a guest needs roller skates, we'll get roller skates."
New lease on life
Situated just across the street from Hard Rock, the low-rise St. Tropez hotel was favored by guests seeking a resort experience in nongaming atmosphere. As the economy began tanking in 2007, the business model floundered, eventually leading to the property's foreclosure. In September 2009, the Siegel Group, a commercial real estate investment and business development company with offices in California and Las Vegas, bought the St. Tropez for $10.5 million and announced plans for $4 million in renovations.
"The St. Tropez is an incredible property with great bones and character," Stephen Siegel, owner of the Siegel Group, said at the time. "This one-of-a-kind property with its unique layout and irreplaceable location possesses immense upside potential, and I am confident that the niche business model we plan on implementing at the location will be an immediate success once fully executed, despite the challenging hospitality market."
Siegel got to work quickly. Additions included a revamped exterior facade (bathed in all white), a retooled lobby, a new bar with video poker (the only gaming offered on property) and the Addiction restaurant (St. Tropez only offered continental breakfast). The suites, which have living rooms, bedrooms and balconies, got new carpet, furniture, bedding, wall coverings and flat-screen TVs.
Hard Rock-esque in concept and decor, the Rumor's Fantastic Four megasuites provide guests a slice of the Strip life. The Camouflage suite is swathed in blue and has a balcony overlooking the courtyard. The all-black Swinger suite features funky zigzag mirrors. The red-and-black Gossip suite has a private patio. The Diva suite features pink motifs. Each suite comes with complimentary champagne, drinks in the refrigerator and limousine service.
As with the Siegel's other acquisitions and renovations -- Gold Spike and the new Oasis at Gold Spike in downtown Vegas, the Artisan just east of the Strip and the Resort on Mount Charleston -- Rumor's revamp was designed to bring a new concept to market. "Las Vegas is not thought of as a boutique hotel city like New York, Miami or San Francisco," he said in April. "For years, the only idea in Las Vegas was to build bigger."
Pocket of paradise
Oakley said a renewed focus on personalized service and attention to detail -- areas that suffered as the St. Tropez financially teetered -- have helped Rumor weather the stagnant economy. Weekday occupancy rates hover around 70%, filled with families or employees on a corporate retreat. Rumor is typically sold out on the weekends, an enviable mix of leisure and business travelers and locals on staycations.
"Things started slowly, but from January to now, we've doubled revenue and occupancy," Oakley said. "We've made gradual progress. We have a seasoned staff that is energized. We've gotten really good reviews on sites like TripAdvisor.
"Being small really saved this hotel," he said. "We're able to keep the service up as the economy struggles. When you book with us, you get our full staff. Every single guest is huge for us."
Diving into 'daylife'
Rumor has thrown itself into the lucrative "daylife" pool party market. Oakley said its Gossip pool parties have become popular. Each day brings a different theme, including Beer Goggle Mondays (deals on buckets of Miller Lite), Ballin' on a Budget Tuesdays (specials on champagne) and Sweet Thursdays (deals on Seagram's Sweet Tea Vodka). Weekends feature guest DJs and a Sunday brunch.
Perhaps even more popular is Yappy Hour. Every other Thursday, from 6 p.m. to 9 p.m., the resort welcomes dogs and their owners for an evening of fun in the picturesque courtyard right next to the pool complex. Pooches get "Yappatizers" and doggie goodie bags, while owners can partake in cocktail specials. Judging by the nearly 260 pictures on Rumor's website, Yappy Hour has been a huge hit. Or as its promotional tagline said, "Yappy Hour Is Off the Leash!"
"We have a DJ and we set up tents, just like a real party," Oakley said. "We really just let the dogs and their owners have fun. We're a pet-friendly hotel. This gives us a huge advantage, as we can cater to people who like traveling with their pets. You really have to see it."
For more, see www.rumorvegas.com.