Confirmed: Long-Struggling NoMad Brand is Done at Park MGM

The NoMad brand is out at Park MGM following the acquisition of controlling interest in NoMad’s owner, Sydell Group, by hotel whale Hilton.

A news release says, “NoMad Las Vegas is excluded from the transaction and will rebrand to a new flag in the coming months.” A “flag” is an industry term for “brand.” Marriott, Best Western and Hyatt are all flags.

Hilton expects to expand the NoMad brand, which we take to mean “make it even more boring.”

Monte Carlo was reblanded to Park MGM in 2018. No, that is not a typo.

Why was NoMad Las Vegas not included in the deal if Hilton is expanding the NoMad brand, with Hilton projecting as many as 100 NoMad properties developed over time? Because the one in Las Vegas hasn’t been successful. Awkward.

NoMad is a “hotel-within-a-hotel,” a concept that has always been confusing. Looking at you, Four Seasons (at Mandalay Bay) and Nobu (at Caesars Palace).

NoMad Las Vegas opened in 2018. Its previous iteration was Hotel 32. Technically, Hotel32, but we hate that stylistic affectation crap.

Park MGM is operated by MGM Resorts, and owned by Vici Properties, the official landlord of the Las Vegas Strip. Contrary to popular belief, MGM Resorts really doesn’t own very much in Las Vegas, it operates things. Which is why we audibly chortle when baseball experts suggest MGM Resorts could buy the Tropicana site when the Bally’s Corp. deal falls through. MGM Resorts isn’t buying anything. The upshot is when Tropicana is demolished, they’re paving paradise to put up another parking lot. Don’t get us started. And, yes, we know Tropicana was no paradise. It’s an imperfect analogy, just play along.

Seemingly from day one of the partnership between MGM Resorts and NoMad, there were rumors of conflict.

We got word toward the end of last year NoMad was on the way out, although, we didn’t have the details at the time. Details are still hard to come by, actually.

From the beginning, it was clear the NoMad brand wasn’t resonating with visitors. It’s not a new dilemma. Many successful companies elsewhere assume the heft of their brand will provide automatic success in Las Vegas, which is often far from the case. SLS tanked hard and Fontainebleau is having trouble getting its footing, for example.

While we haven’t heard what Sydell Group plans to rebrand NoMad at Park MGM (assuming the company sticks around, MGM Resorts sounds like it would love an excuse to sever ties), Hilton has lots of high-end brands to choose from, including Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, LXR Hotels & Resorts and Signia by Hilton brands. There’s also DoubleTree, the one with the cookies. All these brands are really confusing, and don’t get us started about Hampton and Tru and Spark and Canopy and Tempo and Motto. There will be a quiz.

Alert readers mention MGM Resorts has a long-standing relationship with Marriott, so it’s unlikely NoMad would be replaced with a Hilton brand.

Anyway, not the biggest Las Vegas news, but news nonetheless. You never really hear much about NoMad, so it’s due for a shake-up. It certainly can’t hurt.