If you haven’t heard it, here’s the press release, more or less verbatim: MGM Mirage is naming the big casino resort at its in-development City Center project on the Strip the “Aria Resort and Casino.”
I don’t have an inside line on the creative process that led to the choice, but from what I’ve read it seems that it was a name that no one hated and that didn’t have any copyright issues. There’s been a lot of discussion about the name on the web, and the consensus is that it’s less than inspiring.
As I said somewhere, I think that would be a great name for a condo or loft project overlooking a symphony hall or opera house, but doesn’t seem the best possible name for the casino in question. It’s not that it’s a bad name, or an absolute wrong choice. I just think that they could have taken it in a different direction.
So bear with me while I play keyboard warrior and presume to advise a group of people who have made more money designing and operating casinos than I could probably count. After all, there’s still time to change the name, if it’s not written in stone (or steel and glass) yet. Steve Wynn changed Le Reve to Wynn late in the game, and Bellagio developed from Beau Rivage, so anything’s possible.
First, I’ll list some names that we should be thankful weren’t chosen. This will prove to even the perennial second-guessers that Aria isn’t such a bad choice.
Luckily it isn’t…
>>> Shangri La: if this isn’t the single most over-used generic casino name in the world, I don’t know what is. Great for a small lounge with a tiki vibe and cheap Corona. Awful for a multi-billion dollar casino resort.
>>> Kirk’s Hideaway: I’ve always wished that other casino owners would take the Trump/Wynn tack and start naming their joints after themselves. Using this logic, Columbia Sussex would have rebranded the Tropicanas “Bill’s Bargain Joint” or something like that. They could name the new tower at Caesars Palace Gary’s Tower. Hey, Trump’s doing it at the Taj, so why not? “Kirk’s Hideaway” would be a bad name for the City Center casino, though, because it sounds like the kind of place where you can buy bait and tackle at the front desk, not a major resort.
>>> Coda: I’ve heard some people complain that Aria is derivative of Encore, but Coda is a complete ripoff.
>>> Boardwalk: Anymore remember the Boardwalk? The creepy clown? I didn’t think so. And I really doubt that this place is going to bring back that 24-hour buffet. But it would be funny if they went the Aladdin route and, after all the time and money spent building a new casino, named it after the old one.
>>> Glasshouse: Too many people in Las Vegas like to throw stones.
>>> Nomonca: It’s original, but I don’t think that you want to remind customers that the hotel is slightly north of the Monte Carlo. And it’s not a particularly euphonious name, either, though it does have three syllables.
>>> Chiaroscuro: In theory, this would be a great name. Because natural light is such a big part of the resort, an arty word that refers back to patterns of light and darkness makes sense. But no one would be able to pronounce it, and a small minority would think it was a Brazilian steakhouse. But it would put some teeth into that “intellectual engagement” aspect of the project. Personally, until someone explains to me how Elvis factors into intellectually engaging people, I’m a skeptic.
>>> MGM Grander: We all know it’s going to be nicer than the place across the street, but there’s no reason to rub it in, is there?
So we should be glad that it wasn’t any of those. But could it have been better? Let’s see.
Imagine if it was…
>>> Harmony: It plays on “Harmon,” which is the road that runs through the project, sounds nice, and has positive connotations. You could fool around with the logo, maybe writing it “HarmonY” to make it more distinctive. On the downside, it’s a little close to the “Harmon Hotel and Residences,” but that name could be tweaked, too. Maybe “3720 South Hotel and Residences,” or whatever its street address is. Or “Skylofts,” (or a Skylofts derivative) which is a nice brand for the rooms at MGM Grand that the company could do a lot more with. But I really like the Harmon name, since it’s an organic Vegas name, so it’d be a shame to lose it.
>>> Silhouette: With that name, you know it has something to do with light and shadow. The building has an interesting silhouette, so you’ve got your logo right there. On the negative side, people might have trouble spelling it, even though it’s easy to say.
>>> Cascade: Looking at the model and the building under construction, this name would definitely fit. It’s easy to say, and write, and it sounds clean and clear. Of course, they might get sued by the Cascada folks, but if you can’t copyright a curved semi-circle I don’t see how you can copyright a word, particularly if you don’t have a building with that exact name anywhere.
>>> Facet: This one fits the look of the building, and it ties in with The Crystals, the retail area that will be adjacent to it. Since this building will be the jewel in the crown of MGM Mirage, it’s got some added symbolic value, too.
>>> Apollonian: It sounds powerful, but not stodgy. And it makes sense with the whole “natural light” thing since Apollo was the god of light. It also sets up a nice Dionysian/Apollonian dichotomy. This based on Nietzsche’s philosophical distinction between, in short, reason and emotion. Apollo represents rationality, order, and progress, while Dionysus stands for ecstasy, chaos, and nature. This really fits in with City Center’s rational planning and futuristic design. Of course, most people looking for a room on the Strip aren’t going to immediately relate to philosophical constructs, so it might go over some people’s heads. And Las Vegas is really more of a Dionysian town than an Apollonian one, so they’d be fighting against the current.
>>> Silver Sky: I know this one sounds a little like Reno RV park, but hear me out. I was inspired by the description of the piece by Maya Lin that will decorate the lobby:
Famed artist Maya Lin is creating an approximately 133-foot silver cast of the Colorado River, which will be her first work of art displayed in Las Vegas. Lin is incorporating reclaimed silver in the spirit of CityCenter’s commitment to sustainability and in light of Nevada’s standing as the “Silver State.”
You’ve got a name that reflects the building’s look and its signature work of art in one fell swoop. But it would probably need some work so it didn’t remind people of the Silverbird or Silver Nugget. How about “Silverlight” or just “Silver?” I’m just throwing it out there.
>>> Sobella: I really, really like this name. This was the first working name for the project since it was South of the Bellagio. Sure, it doesn’t mean anything, but it’s a unique name (though, I’ve just learned, a handbag maker shares it–thanks Google). Well, if it’s not unique, it’s at least distinctive. Maybe a favorable deal on a store in the Crystals would quell any copyright action. Sobella sounds artistic, and is intriguing. It’s easy to say and spell, and pleasant-sounding.
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My vote would be with Harmony, Facet, or Sobella, but since I didn’t put a dime into the $9 billion or so project, I don’t get a vote. And that’s as it should be. For all I know, all of these ideas were proposed and shot down by people who know a lot more about this than me. It’s just my two cents.
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One last note: I see that Aria will have 4,004 rooms. I’m amazed that it wasn’t changed to 4,008 rooms to assuage the numerological superstitions of visitors from the East. It’s nice to see mathematics trump irrationality in a casino, at least once. Next time, let them build something with 4,013 rooms.