The Denizen brand, Hilton's New Brand, is expected to take the place of the Cosmopolitan, an under-construction resort at Harmon Avenue and Las Vegas Boulevard, as Hilton Hotels executives have been working at the Cosmopolitan site for months. Hilton, based in Beverly Hills, has been working on a new hotel brand with the idea that it would replace the Cosmopolitan name, according to people familiar with the project. The Cosmopolitan was created by developer Ian Bruce Eichner, whose resort was foreclosed upon by Deutsche Bank last year. The Denizen brand is part of a trend in the hotel industry of creating upscale, boutique brands catering to more discriminating and worldly customers.
Deutsche Bank, which now owns the project, has hired several development and design firms to work on the resort since it bought the property in a foreclosure sale in September. At the time, developers said the 3,000-room resort, including nearly 2,200 condo-hotel units, was expected to open in mid-2010.
Hilton is already a big player in Las Vegas with several brands including Hilton Grand Vacations, Embassy Suites, Doubletree, Hampton Inn, Homewood Suites and Hilton Garden Inn. It also markets rooms for the Las Vegas Hilton hotel-casino. Read The Full Article Here
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