The Silver Sevens Hotel & Casino in Las Vegas, located east of the Strip along Flamingo Road, is about to undergo a significant transformation. Affinity Interactive, a Las Vegas-based company, announced its plans to renovate and rebrand the property, returning it to its former name, The Continental Casino & Hotel. This rebranding aims to pay homage to the golden era of Las Vegas, celebrating the city’s rich legacy of excitement, hospitality, and value.
Affinity Interactive, formerly known as Herbst Gaming, has a history that dates back to the 1980s when it was formed to manage the slot operations at the Herbst family’s Terrible Herbst gas stations. The company later ventured into the casino business, opening several Terrible’s casinos. In 2000, Herbst Gaming acquired the bankrupt Continental and rebranded it as the Terrible’s Hotel and Casino before changing its name again in 2013 to the Silver Sevens.
After further rebranding to Affinity Gaming in 2011 and then to Affinity Interactive, the company is now controlled by New York-based private equity firm Z Capital Partners. The overhaul of the Silver Sevens will include substantial investments in gaming offerings and the introduction of unique dining options.
One of the most anticipated additions is the return of the Pink Taco restaurant chain to Las Vegas after a six-year absence from the city. Pink Taco, founded by the late Harry Morton in Los Angeles, has locations across the United States. In addition to the restaurant chain, the renovated property will feature a rooftop bar and lounge with views of the Las Vegas Strip skyline.
Affinity Interactive plans to complete the multimillion-dollar renovation of the Silver Sevens by 2025. During the transformation, the resort and hotel are expected to remain open to guests. The company aims to elevate the casino and hotel experience at The Continental while staying true to its history, offering a unique, exceptional, and value-driven experience to the community.
The property, which is currently best known for its affordable food and drinks, houses around 400 slot machines and a dozen table games. With its extensive transformation and rebranding, The Continental Casino & Hotel is poised to contribute to Las Vegas’ reputation as a global sports and entertainment destination.