NoMad Will Become The Reserve at Park MGM
NoMad, a boutique hotel inside Park MGM, will officially become The Reserve at Park MGM on Dec. 17, 2025.
Imagine the daunting challenge of coming up with a boutique hotel name as bland as Park MGM, its host resort. Mission accomplished!
As part of the rebrand, NoMad Pool will become The Terrace Pool, NoMad Library will become The Library and NoMad Bar will be called The Reserve Bar. Yes, there’s a Las Vegas Strip club called The Library. Please grow up.
This is the part of our story where we take a moment to self-aggrandize, mostly to see if it causes hairy palms and blindness. We first shared word NoMad would get a rebrand back in Nov. 2023.
Rumor is MGM Resorts will show NoMad the door at Park MGM. Since opening, NoMad has failed to meet expectations. Never delivered promised “elite clientele” and it’s a great example of a brand that might be popular elsewhere, but didn’t get traction in Vegas. (cc: Fontainebleau) pic.twitter.com/Z1ZXeCfCHf
— Vital Vegas (@VitalVegas) November 12, 2023
NoMad has struggled for years, generating just half of the projected revenue for the hotel-within-a-hotel.
Undaunted, MGM Resorts has decided to try a boutique hotel on its own.
From the news release, “In early 2026, it is anticipated The Reserve at Park MGM will join Marriott Bonvoy’s vibrant Autograph Collection as part of MGM Resorts’ long-term strategic licensing partnership with Marriott International that created MGM Collection with Marriott Bonvoy. At that time, Marriott Bonvoy members will be able to book stays through Marriott.com and earn and redeem points at The Reserve at Park MGM.”
We don’t really understand the whole boutique concept. It’s weird to have a Four Seasons inside Mandalay Bay, for example, or Nobu inside Caesars Palace.
MGM seems to feel its relationship with Marriott Bonvoy is working for them.
Also from the official announcement, “With the addition of The Reserve at Park MGM, MGM Collection with Marriott Bonvoy will encompass 13 destinations on the Las Vegas Strip, including Bellagio, a Luxury Collection Resort & Casino; Aria Resort & Casino, Autograph Collection; The Cosmopolitan of Las Vegas, Autograph Collection; and Mandalay Bay Resort & Casino, MGM Collection, among others.”
It’s a veritable Russian nesting doll of hotel brands. There will be a quiz.
Casinos carve out boutique sub-brands because it lets them “rent” luxury without rebuilding anything, slice the same building into higher-priced tiers and pull in new audiences through powerful loyalty pipelines like Marriott Bonvoy.
Bottom line: It’s the databases.
Micro-hotels attract guests who want a specific vibe (quiet, wellness, foodie prestige or “Vegas without the Vegas”) while still keeping them under the same roof and funneling spending into the resort. It’s a segmentation strategy: one resort offers a variety of products, each targeting a different demographic at a different price point, all while leveraging the branding, marketing and global customer bases of external partners.
Resorts World has Hilton, Conrad and Crockfords, all under one roof.
NoMad was a partnership with Sydell Group. The NoMad in New York is highly successful, but too often snooty brands from elsewhere don’t translate to Las Vegas. See also Fontainebleau.
In 2016, MGM Resorts partnered with Sydell Group to redevelop the former Monte Carlo. As part of that plan, the top floors of the redeveloped resort would be carved out as a new, upscale “hotel-within-a-hotel,” branded NoMad.
“NoMad” is like “Nomad,” but with more affectation.
When the hotel-casino reopened in 2018, what had been Monte Carlo became two distinct hotel-brand experiences under one roof: Park MGM (the main bulk of the resort) and NoMad Las Vegas (the 293-room boutique component on the upper floors).
In August 2019, MGM Resorts bought a 50% stake in Sydell Group. Not one of MGM’s best investments, it turns out. They gave themselves the boot.
MGM Resorts shared almost no specifics about The Reserve, but we trust they’ll pass along further details in the next couple of weeks.
Don’t expect a huge overhaul of the accommodations. MGM Resorts is in cost-savings mode as visitation dips, so the changes will probably be cosmetic.
Successful things don’t close or rebrand in Las Vegas, so this “reflagging” gives a struggling concept another chance at, well, struggling, but with a better logo, hopefully. It’s a very low bar.
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