INCLINE VILLAGE - Marty Gross, general manager at the Tahoe Biltmore Lodge and Casino, is planning to bring a touch of Las Vegas to the recently renovated Crystal Bay property.
Originally built in 1946, the Biltmore has been the largest generator of gaming revenue on the North Shore.
Gross, who beat out 150 other applicants, took the reins in June and is looking to steer the resort in a new direction.
"We want the Biltmore to offer the complete entertainment experience for our guests, and I know that the changes that have been made so far reflect that change," said Gross, who has more than 25 years' experience in the gaming and hotel industry.
To this end, he has opened Conrad's grill and barbecue restaurant and the Breeze bar, which will be a nightclub and private venue for community gatherings and events.
"I'm not looking to relocate Las Vegas," Gross said. "I just feel that there's an element that has been very successful there that is missing from this area. Therefore, we are going to do our part by featuring live entertainment and a whole new look for this area."
Gross, who still lives in Las Vegas, is well-known in the gaming and hotel industry for managing properties there and in Reno, including the Mirage and the MGM Grand.
"I don't think that the casinos here can just depend on the lake to draw guests. There have to be different amenities like good food, lodging and gaming. Nevada gaming is facing competition from California Indian gaming, and we have to go a little further to keep people coming here," Gross said.
He believes it will take a concerted effort from all the casinos in the area to fight the competition from California, while not forgetting the local residents who are the foundation of the Biltmore.
"We very much want to be part of this community. If the locals don't like the food at our restaurant or don't come to the new club, that will kill us. They are our life blood, and that's what we are striving for," Gross said.
"We want to take this property from just being a tavern and coffee shop business with gaming to something that the North Shore can take pride in. We want to be a vacation destination,"he added.
