SLS Las Vegas Gets Wired for Digital Display Technology

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In transforming the legendary Sahara Hotel into a new Las Vegas icon, the SLS Las Vegas integrated display technology at every guest touch-point.  With more than 2,200 Samsung Smart Hospitality TVs, displays and Galaxy tablets, the hotel set a new standard for guest entertainment and technology innovation in the hospitality industry.

Nominating Company: Samsung Electronics America; Ridgefield Park, New Jersey
Venue: SLS Las Vegas; Las Vegas, Nevada
Project: SLS Las Vegas Transformation
Category: Hospitality

BACKGROUND
Founded by Sam Nazarian in the early 2000s, sbe [http://sbe.com/] began as a collection of fashionable nightspots and restaurants in Los Angeles. The company’s biggest venture to date came with the acquisition of the iconic Sahara Hotel and Casino in Las Vegas as an opportunity to restore the resort to its former glory and establish sbe’s unique presence in the competitive Las Vegas market. In 2012, sbe began renovations to transform the Sahara into the next major Las Vegas luxury property – SLS Las Vegas. In planning the renovation, SLS Las Vegas realized technology would be essential in delivering the interactive, ubiquitous entertainment experience expected by today’s young consumers. Partnering with Samsung, they looked to integrate display technology at every guest touch-point throughout the property. Key focuses included a visually impactful lobby video wall, convenient tablet-based check-in and an interactive guestroom TV experience.

CHALLENGES
Las Vegas is one of the most competitive hospitality markets in the world. SLS Las Vegas needed to identify ways to stand out among the crowd and attract guests while remaining cost-effective.
Within each guestroom, SLS Las Vegas sought to provide a flexible entertainment experience that would exceed that found in guests’ homes. They also saw an opportunity to project the SLS brand through a customized interactive TV interface that would allow guests to request in-room conveniences and access up-to-date resort information, as well as provide additional revenue for the hotel, improve access and reduce service times. Interactive hospitality TV solutions like this typically require an in-room set-top box and are complex and costly. In the lobby, SLS Las Vegas wanted to make a powerful first impression on guests and stand out among the glitz and glamour of other Las Vegas lobbies, while leveraging technology to streamline guest check-in.

SOLUTIONS
SLS Las Vegas partnered with Samsung to create an experience that engages guests through technology at every touch-point.

More than 2,200 Samsung Smart TVs and displays are installed throughout the property. The interactive in-room entertainment solution was created through a partnership between Samsung, Allin Interactive and Cox Business/Hospitality Network. For entertainment, guests have access to premium on-demand content provided by Cox Business/Hospitality Network, delivered safely encrypted through Samsung’s LYNK DRM solution. The interactive experience utilizes Samsung’s H-Browser platform, which enables interaction with the head-end over LAN without the need for a set-top box.

Greeting guests in the lobby, a 60-foot-long video wall utilizing Samsung’s UD Series commercial displays provides a dynamic backdrop for check-in and allows for content transitions throughout the day. Samsung Galaxy tablets are also positioned along the check-in counter, providing a self-service option for guests. Back of house, the tablets help housekeepers track progress and ensure efficient room turnover.

SLS Las Vegas digital signage

RESULTS
The property opened in August 2014 with a lavish reception attended by 3,600 VIPs and rave reviews, including the Las Vegas Informer which hailed the transformation as an “ingenious way to bring a new property and new lifestyle to Las Vegas.”

A critical piece of success was the technology, ensuring the property provides an intuitive, personalized and interactive experience for guests, while giving the SLS marketing and operations teams a powerful, cost-effective platform for serving and communicating with guests.

As the solution is built on Samsung’s H-Browser platform, which delivers a smart TV experience without requiring a set-top box, SLS Las Vegas was able to significantly reduce the cost and complexity of installation.

Samsung Electronics America won the DSE 2015 Silver Apex Award in the Hospitality category and will be exhibiting at Digital Signage Expo 2016 at Booth #1810.

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