Caesars Entertainment will collaborate with New York‐based luxury hotel brand Gansevoort Hotel Group and nightlife impresario Victor Drai to create an intimate urban resort at the current location of Bill's Gamblin' Hall & Saloon, a prime Las Vegas Strip lot at the corner of Las Vegas Boulevard and Flamingo Road.

The project, which will be called Gansevoort Las Vegas, is planned to open in early 2014.

“Gansevoort Las Vegas will be a completely unique upscale lifestyle experience in Las Vegas,” said Tariq Shaukat, executive vice president and chief marketing officer Caesars Entertainment. “It will set a new standard of fun and modern luxury which only Gansevoort Hotel Group, Victor Drai, and Caesars Entertainment can create. We are confident that Gansevoort Las Vegas will be one of the most exciting destinations in Las Vegas when it opens in 2014.”

Gansevoort Las Vegas will be the fourth installment of the luxury hospitality brand following the recent success of Gansevoort Park Avenue in New York. Upon completion of a $185 million renovation, Gansevoort's iconic style will completely re-imagine the hotel experience in Las Vegas, creating the only intimate property among the Strip's towering skyscrapers, according to a company press release.

Gansevoort Las Vegas will feature 188 Parisian apartment‐style guest rooms including 19 suites, designed by Tandem Las Vegas. An intimate lobby space will welcome guests upon arrival, with a re-designed lobby bar, ultra‐lounge, retail outlets, and 40,000-square‐foot casino providing a unique upscale energy. A destination restaurant overlooking the Strip will round out the guest experience.

“We are confident that the Gansevoort Las Vegas will be unlike anything that exists in Las Vegas today,” said Michael Achenbaum, founder and president, Gansevoort Hotel Group.

Gansevoort Las Vegas will also feature another first for Las Vegas-the creation of Drai's Beach Club and Nightclub, Victor Drai's re-invention of Las Vegas nightlife featuring a 65,000-square‐foot indoor/outdoor nightclub and rooftop pool experience. Drai's Beach Club and Nightclub will boast breathtaking panoramic views high above the Las Vegas Strip. The legendary After Hours by Drai will also return in the same location with its discrete underground and intimate vibe, offering its dedicated club goers an all new experience.

“Drai's After Hours has been a staple of Las Vegas nightlife for the past 15 years,” said Victor Drai, creator and founder of the legendary nightclub. “Drai's set a new standard for the late night entertainment experience in Las Vegas and I've successfully raised the bar for that experience with each new venue I've launched. I'm thrilled to have the opportunity to once again re‐invent and re‐invigorate the nightlife scene right where it all began 15 years ago. Drai's Beach Club and Nightclub, set atop the renovated Gansevoort Las Vegas, will be unlike any other club venue in the world. I'm looking forward to entertaining guests in this beautiful rooftop venue as well as re‐introducing After Hours by Drai to the resort.”

In other Caesars Entertainment news, the company has partnered with Alliance Data Systems Corporation's Retail Services Business, a leading provider of loyalty and marketing solutions, to launch a new Total Rewards credit card, providing another way for the loyalty program's members to earn credit in the award‐winning loyalty program.

In partnership with Caesars, Alliance Data will launch the Total Rewards Visa co‐brand credit card, enabling cardholders to accelerate their earnings through Total Rewards program for purchases made at Caesars' resorts as well as on all other purchases made with the card outside of Caesars locations. In addition, premier Total Rewards Visa Signature cardholders will have access to all of Visa Signature's benefits, including travel, entertainment, sports and travel protection benefits. Caesars' Total Rewards loyalty program, winner of Colloquy's 2012 Master of Enterprise Loyalty award, sets the industry standard in recognizing and rewarding members based on their engagement across Caesars resorts, including dining, entertainment, hotel stays, shopping and more.

“At Caesars, we focus on building relationships and loyalty with our guests through a distinctive combination of great service, memorable experiences and unmatched rewards. These also are the attributes we sought in a partner to help us grow our credit card program, and to help provide our guests new opportunities to earn benefits through Total Rewards,” said Joshua Kanter, senior vice president of Total Rewards at Caesars Entertainment. “Alliance Data brings a comprehensive suite of tools that will enable our guests to easily and conveniently join our new credit card program. Alliance Data's purchase data and customer profiling tools will allow us to gain even deeper insight into our guests' preferences and shopping behaviors.”

Alliance Data will enable Caesars to develop a deeper understanding of its cardholders through analysis of purchase behaviors, and will also help Caesars to further engage cardholders through expanded customer‐relevant channels; all to increase cardholder loyalty to the Total Rewards program and the broader portfolio of Caesars brands. Caesars will also have access to Alliance Data's advanced set of digital and mobile capabilities connected to the card program, which will give Caesars customers the convenience of using their smart phone to apply for the Total Rewards credit card. All credit card accounts will be targeted to customers that meet Alliance Data's traditional credit quality standards.