The same thing Colony Capital did for the Atlantic City Hilton - renaming it to ACH. The Las Vegas Hilton is being rebranded to LVH or the Las Vegas Hotel & Casino. Colony Capital has a bunch of marketing geniuses working on naming their properties. They just buy em and run them into the ground.

http://www.lvrj.com/business/las-vegas-hilton-getting-new-name-134366083.html