Jay Sarno

Jay Sarno grew up in Missouri and made his early fortune in the motel business, building motor lodges across the country. His experience in hospitality taught him that travelers wanted more than just a place to sleep—they wanted an experience. This insight would revolutionize Las Vegas when he turned his attention to casino development.

In 1966, Sarno opened Caesars Palace, unlike anything Las Vegas had seen. The Roman-themed resort featured elaborate statuary, fountains, and staff in togas. The opulent environment made every guest feel like visiting royalty. Two years later, he opened Circus Circus, combining a casino with a family-friendly circus theme featuring trapeze acts above the gaming floor.

Sarno understood that casinos sold fantasies, not just gambling. Every element of Caesars Palace was designed to transport guests to an idealized Roman world. He famously omitted the apostrophe from "Caesars"—every guest was meant to feel like a Caesar, not a subject. His attention to sensory detail—from the architecture to the food to the entertainment—set new standards.

Sarno pioneered the themed casino resort concept that would come to define Las Vegas. His vision directly influenced Steve Wynn and every subsequent casino developer. The idea that a casino should be an immersive environment rather than just a gambling hall transformed the industry. Circus Circus eventually became one of the most profitable casinos in Las Vegas.

Jay Sarno is considered the father of the themed casino resort. Caesars Palace, with its now-iconic name, remains one of the most prestigious properties on the Strip. His understanding that casinos must provide experiences beyond gambling created the template for modern Las Vegas and resort destinations worldwide.