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A relatively new restaurant at Linq casino has rebranded: Diner Ross is now Diner Ross Steakhouse.<\/p>\n
Why has this restaurant rebranded? Simple: Marketing.<\/p>\n
It\u2019s the same reason \u201cOpium\u201d became \u201cOPM\u201d (formerly at Cosmo, from the same folks behind Diner Ross). Marketing. Let\u2019s check out Diner Ross Steakhouse\u2019s new name, new menu and the restaurant\u2019s glorious revamp of its drink menu.<\/p>\nThe faded text on top: Delancey, a famous street on the Lower East Side of Manhattan. On the bottom, \u201cWe are family.\u201d<\/figcaption><\/figure>\nDiner Ross Steakhouse adjoins \u201cDiscoShow\u201d at Linq.<\/p>\n
\u201cDiscoShow\u201d isn\u2019t really a show, per se. It\u2019s a disco dance experience, and unlike so many things that describe themselves as \u201cimmersive\u201d in Las Vegas, \u201cDiscoShow\u201d actually is.<\/p>\n
The challenge, of course, is how to market \u201cDiscoShow\u201d and Diner Ross to people who have no idea what these things are. Or where they are, because they have insisted upon using the street address in their advertising, not the fact they\u2019re inside Linq Hotel + Experience. We are not kidding. That\u2019s the name of the place. Don\u2019t get us started.<\/p>\n
Trust us, we\u2019ve brought these things up to the show\u2019s producer (he also produces \u201cAbsinthe\u201d at Caesars Palace, \u201cAtomic Saloon\u201d at Venetian and \u201cThe Party\u201d at Cosmopolitan (joined at the hip with the wildly successful Superfrico restaurant).<\/p>\n
Anyway, \u201cDiscoShow\u201d and Diner Ross have faced headwinds since opening on Sep. 7, 2024.<\/p>\n
You won\u2019t hear that from our friend Ross Mollison, however. Mollison included this in a marketing e-mail: \u201cLast year, I embarked on a journey through some of the world\u2019s best steakhouses\u2014from Las Vegas to New York, Kyoto to Sydney. Vegas alone boasts an incredible lineup of steakhouses. So I asked myself: what could we offer that builds on that legacy, something fresh for both first-time visitors and loyal regulars looking to try something new? I felt our diner was the perfect place to start. Restaurants like Petit Trois in L.A. or Joe Beef in Montreal serve phenomenal steaks in a casual, relaxed setting. That same spirit already defines Diner Ross, and it\u2019s a big part of why we\u2019ve grown in popularity since opening one year ago.\u201d<\/p>\n
Mollison is a glass-half-full type guy, we are more of a glass-half-empty kind of guy. The A\u2019s made us like this. Moving on.<\/p>\n
The former Imperial Palace sportsbook was gutted to make way for the multi-level lounges, restaurant and theater space at \u201cDiscoShow\u201d and Diner Ross. The entire venue is tricked out as a glitter-kissed New York subway, a faithful and expensive (estimates are $40 million, split between Mollison\u2019s Spiegelworld and Caesars Entertainment) homage to New York City during the 1970s disco era.<\/p>\n
You remember disco, otherwise known as our love language.<\/p>\n
Anyway, anything new is tough to sell, and \u201cDiscoShow\u201d is that. It\u2019s been rejiggered several times since it opened. (A drag queen \u201chost\u201d was exited some time ago, as many believed the production was a drag show.)<\/p>\n
The \u201cDiscoShow\u201d space doesn\u2019t have seats. You\u2019re expected to dance. Just go with it. What are you, old and lame? Yes, we asked for a chair. Let\u2019s not dwell on technicalities.<\/p>\n
But Diner Ross. It\u2019s excellent, but people have to find it to realize that\u2019s the case.<\/p>\n
Here\u2019s a look around.<\/p>\n
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