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Planet Strategy: Retheme, Remodel, Renew

Planet Hollywood boss Robert Earl plans to transform the Aladdin's name, theme and look, changes the dapper Floridian expects to revitalize the bankrupt megaresort.

Changing the name from Aladdin to Planet Hollywood is important, because many Las Vegas visitors don't realize the original Aladdin was imploded and a new resort replaced it in August 2000.

There's never been a Planet Hollywood casino resort, so there will be no grounds for confusion.

Many industry insiders said the Aladdin's Arabian theme has been a particularly tough sell since the Sept. 11, 2001, terrorist attacks, citing murals of sword-wielding desert warriors as less than appealing to mainstream Americans.

Planet Hollywood, by contrast, will have a movies and celebrity theme, presumably less bothersome to most potential visitors.

Earl plans to use his scores of celebrity friendships and his extensive memorabilia collection to remodel the top two floors of suites.

The top floor's units would be themed after top celebrities, including movie, music and sports stars. Each celebrity would help decorate his suite and could use it while in Las Vegas; at other times the unit would be rented to customers or used to reward casino high rollers.

The next-to-top floor suites would each be decorated in the motif of a popular or classic movie.

The outside of the property is expected to get a significant part of the $90 million Earl plans to spend on remodeling.

The trademark Planet Hollywood blue globe is planned to anchor a giant new entry someplace on the property's Strip front, although Earl said its location isn't yet final.

Aladdin's Stripfront access is considered abysmal, with pedestrians having to climb stairs or an escalator to enter.

Planet Hollywood is expected to try to improve the access problem, but solutions would be very expensive.

The property's main entrance on Harmon Avenue -- another failure of the original design, insiders say -- will also be transformed. The Harmon entrance is likely to be redesigned as a movie studio gate, Earl said. A new Starwood time share is planned east of the entrance, with a row of new restaurants to the west.

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