The cowboy is headed for boot hill.
Affinity Gaming will begin the process next week of renovating the company’s off-Strip Terrible’s Casino at the corner of Paradise and East Flamingo roads to a new name — Silver Sevens Hotel & Casino.
The Terrible’s marquee and signage — including the large Terrible’s cowboy logo — will be removed by the end of the week. The new name and signage should be installed by late June in time for July 7 unveiling.
7-7, get it?
General Manager David Nolan and the new name reflects Nevada (silver) and gambling (lucky No. 7).
“We wanted something that brings back the classic vintage Las Vegas experience,” Nolan said. “The process started a few months ago and we had a lot of ideas. Silver Sevens reflects our goal.”
Nolan oversaw a $7 million renovation of the property’s 60,000 square-foot casino and 327 rooms that was completed in December. He said the changes, including a reconfiguration or the gaming pit, new carpeting and a center bar near the William Hill-operated race and sports book, were part of preparing for the new name.
Hotel rooms received new furniture and bathroom fixtures. A new hospitality suite and a new players club and welcome center combination were added.
The relaunch of the property as Silver Sevens will include a new website and other marketing efforts that will begin on July 7.
Affinity Gaming, which owns a dozen casinos in Nevada, Colorado, Iowa and Missouri, was created following the bankruptcy reorganization of Herbst Gaming in December 2010.
Affinity licensed the name Terrible’s from the Herbst family, which also operates the Terrible’s fuel stations and convenience stores. In 2011, Affinity sold a portion of its Nevada route operations covering the Terrible’s convenience stores and a Searchlight casino to Jett Gaming, a gaming business formed by the Herbst family.
“We knew they were going to get back into gaming and would want to use the Terrible’s name,” Affinity CEO David Ross said. “The timing was right for us to make this change.”
Parts of the old signage, including the Terrible’s cowboy, will be donated to the Neon Museum.
The rebranding is the third name for the off-Strip location, which was originally opened as the Continental. The Herbst family acquired the casino out of bankruptcy in 1999 and remodeled the property into Terrible’s in 2000.
Affinity also owns the three Primm casinos off Interstate 15 at the California-Nevada border.
Contact reporter Howard Stutz at firstname.lastname@example.org or 702-477-3871. Follow @howardstutz on Twitter.