It’s the tallest man-made structure west of the Mississippi, a directional guide for the surrounding area, shooting up into the sky above the north Strip. The 1,149-foot structure disappears several times a year when cloud banks roll over Las Vegas Boulevard, while the reactions of guests experiencing rides more than 100 stories above the casino floor can be heard from miles away on clear evenings. The Stratosphere Las Vegas’ commitment to “Take Vegas Back” is year-round, however, and with the property celebrating its 20th anniversary, its management finds it more important than ever to maintain its dedication to what it sees as traditional Vegas values while refining the property to meet the demands and tastes of its clientele.
That’s pretty much what maverick casino owner Bob Stupak had in mind when he envisioned a skeletal tower design rising from his existing Vegas World in the 1980s. Stupak, who died in 2009, was out of the picture shortly after the property opened in April of 1996. The property went bankrupt soon after that and was acquired by mega-investor Carl Icahn. Icahn’s American Casino & Entertainment Properties changed hands in 2008, and a series of renovations and re-imaginations kicked off in 2010 with a $20 million makeover, culminating last year in the Stratosphere’s “Take Back Vegas” campaign.
“We actually just launched our second wave of messaging on that,” says Stratosphere general manager Paul Hobson. “We’ve had some new commercials that are a little more specific about the property. We started off launching the movement, then the reveal was, ‘Stratosphere is behind this.’ Now the evolution of that message is, ‘Stratosphere is where you’re going to find this kind of experience that appeals to you. We’re here to take care of you.’”
107 SkyLounge
Hobson feels improvements of fundamentals at the 2,427-room Stratosphere have resonated with travelers. Business is brisk in the tower, where Top of the World continues to offer sophisticated cuisine as its dining area rotates for a 360-degree tour of Vegas during a meal. The 107 SkyLounge, named for its 107th-floor location, provides a 360-degree view of Sin City as well, best enjoyed accompanied by the venue’s acclaimed martinis. And high-altitude thrill rides Big Shot, Insanity and X-Scream (along with free-fall attraction SkyJump) have perfect records in both safety and adrenaline-junkie satisfaction.
New to the Stratosphere’s retail selections is Ashba Clothing, opened in April by longtime Guns N’ Roses guitarist and current Sixx:A.M. band member DJ Ashba, who chose the property for his flagship store. On the second-floor showroom level, Michael Jackson tribute show MJ Live and the L.A. Comedy Club joined calendar-girl show PIN UP (starring 2011 Playboy Playmate of the Year Claire Sinclair) last year as part of the entertainment options.
PIN UP
Six floors up is newly remodeled rooftop pool Elation. Minors accompanied by adults are welcome (25th floor pool Radius is adults-only), but the Elation Poolside Bar & Café does provide tropical cocktails along with its Baja-style menu options and boasts “the best cabana value on the Strip.” Non-hotel guests can gain entry with a $10 admission or become a Take Vegas Back member for a $5 admission.
The commitment to value and anticipating guest needs extends to the first floor, where diners can go Italian at Fellini’s, go retro at Roxy’s Diner or go comfort food at McCall’s Heartland Grill. Steaks and seafood—along with McCall’s can’t-miss applewood-bacon jalapeño-wrapped prawns—are now accompanied by an enhanced whiskey experience. Selections from the Kentucky bourbon trail—Angel’s Envy and Blanton’s are highlights—are offered in flight form, four at a time.
“As soon as we made the change, we could see there was a lot of desire for that,” says McCall’s manager Christo Zaferatos. “Once we offered it, it just seemed like it came out really natural, especially attached to a steakhouse heartland grill. I think it pairs very nicely with the ambience of the restaurant.”
And it fits in nicely with the second wave of “Taking Vegas Back,” which includes benefits presented to guests in the form of “Random Acts of Rewards,” and continued free parking as much of the south end of the Strip prepares to begin charging on May 31. That’s one refinement Stratosphere guests do not demand.
