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History :

Planet Hollywood Page 1

Address3667 Las Vegas Blvd South

Las Vegas, NV 89109Opening date / 1963 (Tally Ho) 1998 (The Aladdin) / April 17, 2007 (Planet Hollywood)

Theme HollywoodNo. of rooms 2,600

Total gaming space 100,000 sq ft (9,300 m 2)

Permanent shows PeepshowTony and Tina's Wedding

Signature attractions Miracle Mile ShopsCasino type Land

Owner Caesars Entertainment Corp.

Previous namesThe Aladdin (1998)

King's Crown Hotel (1964)Tally Ho Hotel (1963)

Years renovated 19982007

Website planethollywoodresort.com

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The first hotel was originally opened in 1963 as the Tally-Ho. It was later called King's Crown in1964 and failed after six months when it was denied a gaming license. In 1966, it was purchased

by Milton Prell , and the hotel got a $3 million renovation, including a new 500-seat "BaghdadTheater" Showroom. Prell turned the English-themed hotel Into an Arabian Nights theme, butkept the original Tudor style room wings. A serrated canopy and astory "Aladdin's Lamp" signwere also added.

The Aladdin:The Aladdin opened on April 1, 1966, with flower petals pouring from the ceiling and ontoguests as they entered the hall. The Aladdin closed on November 25, 1997. On April 27, 1998,the entire resort was imploded , except for the Aladdin Theatre known as the Theatre for thePerforming Arts , to make way for the construction of an entirely new casino.

The casino was in financial trouble from the start and was sold on June 20, 2003, to a partnershipof Planet Hollywood and Starwood Hotels & Resorts Worldwide.

History of Planet Hollywood:Planet Hollywood was the brainchild of Robert Earl , former President and CEO of Hard Rock Cafe . Planet Hollywood’s were modeled after the Hard Rock formula. Earl recruited manyformer Hard Rock veterans to open new PH stores. Movie star "owners" received stock optionsat rock bottom price in exchange for their endorsement, thus they could be billed as legal owners.In 1994, Planet Hollywood founded the Official All Star Café sports-themed restaurant chain. InApril 1996, Planet Hollywood went public. The company's share price reached all time high of $32 on the first day of trading and went down to less than $1 by 1999. The company has gone

bankrupt twice. Nearly 100 stores have closed worldwide, leaving fewer than 20 PlanetHollywood restaurants currently open.

In 1997, Planet Hollywood entered a joint partnership with AMC Theaters to develop PlanetMovies by AMC . In 1998, Planet Hollywood entered the ice cream business when it launchedCool Planet . The business was scrapped later that year.

Renovations were carried out in stages, allowing the resort to remain open throughout. PlanetHollywood Las Vegas includes an expanded casino, new restaurants , new nightclub and retailspace. A redesign of the facade and pedestrian plaza was intended to correct defects that madeaccessing the property from the sidewalks on The Strip difficult.

As of October 2007, about a third to half of the retail space formerly known as "The DesertPassage" had been converted into the new, Hollywood -themed " Shops”. This includes new, black

flooring in place of the old uneven cobblestone type walkway as well as the abandonment of theArabian marketplace theme for a more conventional mall look. Despite the renovations, the popular rain show still exists and the V Theater still appears as it always has.After the casino was renovated, it was reopened on April 17, 2007 as Planet Hollywood Resortand Casino. Under Caesars Entertainment (formerly Harrah's)Planet Hollywood:

Planet Hollywood Page 2

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Caesars officially acquired the property on February 19, 2010. Caesars began its process of taking over the property in December 2009 by purchasing some of the resort's debt.The casinodefaulted on its mortgage and had failed to make scheduled payments in September, 2009.On January 16, 2010 Starwood Hotels & Resorts Worldwide dropped their affiliation so Caesarscould take over hotel operations. On February 18, 2010 The Nevada Gaming Commission gave

Caesars the approval to take over the property. Caesars' Total Rewards program was phased intoPlanet Hollywood beginning in April 2010.Caesars does not own Prive Nightclub, nor some restaurants in the hotel. It does not own thenewly opened PH Tower by Westgate that opened in December 2009, however it does operatethat tower's hotel operations. Through a licensing agreement, Caesars now has the right to usethe Planet Hollywood trademark at other properties worldwide.

Features:

CASINO:

Planet Hollywood has hip and modern architecture fitted to its Hollywood theme. It features athree-acre casino floor full of traditional gambling machines like slots, table games and ThePlaying Field Race and Sports Book. This features 33 plasma screens, two jumbo screens and asection for VIP. Planet Hollywood is the first Las Vegas resort to offer table games dealt byyoung ladies.THE MEZZANINE:This can be accessed by taking an escalator in the casino or the elevator. Here, guests can relaxon comfy chairs overlooking the casino. Many come to smoke, relax or think. The area is rather spaced out with room to walk and includes a place for shooting basketball hoops. It includes a"Living Room" with sofas to be accessed by the guests.The Planet Hollywood showroom is also located on the mezzanine. It features several different

live shows; as of 2010, the most popular and longest-running is titled Peepshow starring HollyMadison.Swimming pool:The swimming pool in this resort can be accessed through the sixth floor. The area overlooks theStrip with a view of the north and south. It features two pools and two hot spa one of each in

both the South and North Strip. The one in the North Strip section features VIP cabanas for renting. In between is a bar/grill/snack-bar with a patch of grass lined with pool chairs for gueststo sit and eat.Accommodations:Planet Hollywood Resort features rooms that meet its Hollywood theme. The resort has 52 floors(with the final two being VIP) and each room is dedicated to a certain movie such as Backdraft . Rooms feature actual props and memorabilia from the film.Resort:Planet Hollywood Resort and Casino in Las Vegas had its grand opening the weekend of

November 16, 2007, in the remodeled Aladdin Hotel & Casino .

STRATEGIES USED:

Planet Hollywood Page 3

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Planet Hollywood International, Inc. strives to act as a creator and developer of consumer brands that capitalize on the universal appeal of movies, sports, and other entertainment-based themes .

NEW STRUCTURE: EXPANDING THE PLANET HOLLY WOOD

• Consumer Products• Food & Beverage• Lodging & Gaming• Retail & Merchandise• Theaters & EntertainmentPLANET HOLLYWOOD BUSINESS DIVISIONS

1. Consumer Products Division• Cool Planet ice cream (licensing agreement with Dreyer’s)• Planet Hollywood Barbie (licensing agreement with Mattel)• Planet Hollywood—The Game (licensing agreement with Hasbro)

• Planet Hollywood Visa card2. Food & Beverage (restaurants) Division• Cool Planet• Official All Star Cafe• Planet Hollywood3. Lodging & Gaming Division• Las Vegas project (joint venture with Aladdin Gaming to develop Las Vegas hotel andcasino)• Official All Star Hotel (sports-themed hotel to be developed in New York City)• Planet Hollywood Hotel (movie-themed hotel to be developed in New York City’sTimes Square area)4. Retail & Merchandising DivisionGlasses, hats, jackets, key-chains, pins, sweatshirts,T-shirts, watches5. Theaters & Entertainment DivisionPlanet Movies by AMC (joint venture with AMC to develop megaplex theater/entertainmentcenters)

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