A new era begins today (July 1, 2013) for Silver Sevens Hotel & Casino – formerly known as Terrible’s Hotel & Casino.
In addition to changing its name, Affinity Gaming has been reinvigorating the longstanding property with a multimillion-dollar renovation.
“The reaction has been all positive. Everyone loves the energy that we’re bringing into the building,” said David Nolan, vice president and general manager of Silver Sevens.
The gaming property, located just a few blocks east of the Las Vegas Strip at Flamingo and Paradise roads, is one of the city’s most iconic and affordable hotels. It opened as the Continental Hotel & Casino in 1975 and was rebranded under the Terrible’s banner, best known for the Terrible Herbst family of gas stations, at the end of 2000.
Choosing a new moniker was never taken lightly. A decision tied up in history, tradition and more, Nolan acknowledged that he and his team went through hundreds of options before making the final selection.
“We wanted to speak to the local market, and Nevada is the Silver State. We also wanted to suggest slots and talk to the gambler with a symbol of luck,” he said, while explaining the significance of the words “Silver” and “Sevens.”
At the end of May workers from the Federal Heath Sign Company removed Terrible’s mustached cowboy from the marquee. Updated neon signage displaying the property’s new logo – which includes two embedded 7s among the letters – has been installed. An unveiling party is being held tonight at 6 p.m. that will culminate with an official lighting ceremony of the new Silver Sevens marquee.
Guests may notice that 7s have popped up in other places on the property as well. For example, silver-colored door handles bearing the fortuitous number add character to all of the main entries.
In addition to the signage and exterior improvements, which have involved touching up paint and redoing the entrances to create a more appealing atmosphere, Silver Sevens has undergone an extensive interior refurbishment.
“We have a very devoted group of core customers consisting of both local and out-of-town guests,” said Nolan, “and our team felt the time was right to make these changes for our loyal guests.”
Since the modern traveler has a certain level of expectation that Silver Sevens wanted to meet, the hotel’s 327 rooms have been completely updated. Stripped down to their concrete bones, the makeover consisted of new carpeting, wallpaper, bedding, bathroom fixtures and furnishings. Guests will appreciate the 42-inch flat-screen TVs with premium channels and Pay-Per-View movies. And, in a nod to the Entertainment Capital of the World, many of the rooms also feature artwork depicting the Strip.
Nolan, whose favorite décor element is the “cool” and relaxing light blue color scheme, looks forward to having guests discover not only these stylish remodeled rooms, but also some of the hotel’s other improved amenities.
The public areas, such as the restrooms and a new Guest Service Center (which combines the front desk and players club, so you don’t have to seek out multiple locations), were high on the list for revamping. The William Hill Race and Sports Book and an adjacent sports bar have been reconstructed to foster a friendlier, more open environment for viewing games and socializing. An overhaul of the lounge has led to the introduction of the Corona Cantina, where you can sip cold beers and cocktails, watch big-screen TVs and frequently enjoy live entertainment.
“We’re in the process of redoing the carpeting and wall coverings in both,” said Nolan. “They will have brand new menus featuring more creative culinary items as well.”
In fact, as an introduction during the month of July, guests can order a $7.77 steak and lobster dinner from 2 – 10 p.m. in the Sterling Spoon Café. Seven entrées – things like steak salad, chicken lettuce wraps, Mandarin chicken salad, a pulled pork sandwich and eggplant Parmesan – will also be priced under $7 through July 31 and available around the clock.
Hot new slot and video gaming machines dot the casino floor, and the lush landscape in the courtyard around the pool has been tidied up. The 192-seat bingo hall is still on tap to receive a facelift.
“Silver Sevens Hotel & Casino will showcase all the updated amenities today’s consumers seek with a vintage attitude toward unbeatable customer service,” said Nolan, while giving credit to the employees who have been very supportive, undertaken a lot of hard work and provided their best efforts to make this transformation possible.
Indeed, everyone at Silver Sevens is fully committed to making each guest’s stay as pleasant and positive as possible – experiences that are likely to make them return again on subsequent trips.
Thus, the rebranding process will be a catalyst for the hotel. Welcoming guests from around the world with a new attitude, Silver Sevens is poised for growth. Targeting cash-conscious travelers with comfortable and contemporary accommodations that are enriched by high-quality gaming and dining offerings and delivered with excellent service, Silver Sevens is sure to be a compelling force on the city’s hospitality scene for years to come.
So stop by and check out all of the changes. During a week-long celebration, which runs from July 1 – 7, there will be gaming promotions for A-Play Club members (joining the loyalty club is free and easy), such as a 2013 Fiat 500 Pop car giveaway and the $80,000 “Red, White and Blue” cash drawings. Plus, free cake and champagne will be served at Silver Sevens on July 1 – 3 from 4 – 7 p.m., and free coffee and pastries will be handed out on July 5 – 7 from 8 – 11 a.m.