Caesars Entertainment last week outlined plans to bring a range of non-gaming hotels to the United States, beginning with its inaugural four star property to be located in Scottsdale, Arizona.

The new Caesars Republic brand is to be developed by HCW Development and operated by Aimbridge Hospitality, with Caesars licensing its brand, in addition to advising on design elements and integrating its total rewards loyalty network.

Following on from the announcement, Marco Roca, chief development officer for Caesars Entertainment, spoke to CasinoBeats in more detail about the project.

CasinoBeats: What were the thoughts behind the establishment of the Caesars Republic brand? How, and what, does it add to the organisation as a whole?

Marco Roca: Caesars Republic is our first brand specifically developed for non-gaming properties. A welcome addition to the Caesars portfolio, it offers an exciting, trendy new lifestyle experience.

This brand enables us to fit into any destination. No two Caesars Republic hotels will be the same as much of the inspiration for each property comes from local tastemakers and culture. Inspiring the imagination, Caesars Republic will tap into the unique pulse of each city and amplify its energy and spirit.

CB: Scottsdale, Arizona, is the location of the first US-based non-gaming entity, what made this city and state the ideal location to launch this new venture?

MR: Scottsdale is a vibrant community that draws 4.5 million visitors a year. Caesars Entertainment is confident that Caesars Republic Scottsdale will provide a truly unique and dynamic experience to both locals and guests travelling from afar.

Scottsdale is a social hotspot that’s trendy and adventurous – just like our Caesars Republic brand. We couldn’t have picked a better place expand the iconic Caesars brand, than this luxurious city.

Our partners also presented us with a desirable location – in Downtown Scottsdale, directly across from the Scottsdale Fashion Square Mall. The area is undergoing a transformation with new office spaces and upscale residences, giving us the perfect opportunity to bring Caesars Republic to locals and visitors.

CB: It is stated that each property is to be unique, how important is it to incorporate a flavour of each host city into the design and daily working of Caesars Republic properties?

MR: Our commitment to tapping into local influences is one of the things that really sets Caesars Republic apart. We pride ourselves on being more than just a hotel in a major travel destination.

Just as all republics are social in nature, we will incorporate thoughtful local details and brand rituals that facilitate connections among our guests. Drawing on the style, trends and influences of the community, we will create an engaging, curated social experience that our guests won’t find anywhere else.

CB: This latest move follows similar steps made within both Dubai and Mexico, what does this say about the global appeal of the Caesars brand that moves into the non-gaming space can be made?

MR: Caesars is an iconic brand known for its luxurious, elevated standard. With more than 55 million Caesars Rewards members worldwide who seek both gaming and non-gaming experiences, our guests know that when they visit any Caesars property, they will enjoy the standard of service and quality of experience that has distinguished our company over the past 80 years.

CB: Further steps are sure to be made both within the US and worldwide, what jurisdictions/states/nations hold a particular appeal for added expansion?

MR: As we continue to expand our global footprint, we are focusing more and more on developing properties in key gateway cities around the world. We currently see the biggest opportunities for international development projects in Europe, Asia, North America and Latin America.