No longer a Hilton: Las Vegas hotel ditches brand

[January 04, 2012]  LAS VEGAS (AP) -- The Las Vegas Hilton hotel-casino has officially changed its name to drop its hotel chain moniker after a license agreement expired at the start of 2012.

Hotel workers changed the hotel marquee on Tuesday to reflect the new name for the property just east of the Las Vegas Strip: The Las Vegas Hotel & Casino.

It's the second time the former haunt for Elvis Presley has changed its name. Billionaire investor Kirk Kerkorian opened the property in 1969 as the International Hotel, then sold it to the Hilton chain. It became the Las Vegas Hilton in 1971.

Las Vegas historian Michael Green says casino name changes are uncommon, though not unprecedented in Sin City.

Hotel officials say the change means the property won't be connected with Hilton's loyalty program.

[Associated Press; By OSKAR GARCIA]

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