Okay, we don’t know it for a fact, but we’re pretty sure he’s a fan.
Why?
Because just eight months after we helped Columbia Sussex launch the Blush Ultralounge – an ultramodern night club – Wynn grabbed the exact same name and used it to replace and rebrand Lure – his struggling night club that previously occupied prime real estate in his casino.
We’re flattered that he noticed our work and saw the potential. Both Blush Ultralounges are doing great business – and while operations and execution play a major role in that, so too does the depth and quality of the brand name. Given that Wynn had less than spectacular success with his original name (Lure) it stands to reason that the new one enabled an approach and experience that Lure couldn’t offer.
Incidentally, Lure was one of the names our team discussed with the team at Blush – and we ruled it out because we found it less brandable than the winning name. Seems like Steve and the new owner learned the same lesson.
So – Bravo to Wynn and Columbia Sussex for their successes!
Here’s to hoping that Steve will give us a call and get him a name of his own next time. (And if someone paid for the name… well… hats off to the team that got the money. We don’t have the Moxie to copy anyone’s work quite this closely… Not that there’s anything wrong with that.)
Anyone think that a company that invests in branding and research two years ahead of a hotel opening would fail to notice a nightclub owned by one of the biggest gaming and hospitality companies in the country? We don’t.
So… truly, Steve – we like the name and are happy you’ve selected it. Given your budget and ability to execute, however, we think you could’ve selected some even more promising brand concepts that a less populous environment (like one in a tertiary market, perhaps) couldn’t support effectively. Opening another club? Call us – we’d be happy to talk. Really.
