As reported by the Las Vegas Rebiew-Journal, it was announced last week that the Las Vegas Hilton would be changing its name to the LVH-Las Vegas Hotel & Casino, effective Jan. 3rd. The move marks an 8-year end to the partnership of Colony Capital LLC - the building's owner - and the Hilton Woldwide Corporation.

Executive vice president of administration, Ken Ciancimino, told the Review-Journal that his company considers the new name "easily recognizable ... simple, clean and elegant." While it's hard to argue with that logic, it will be interesting to see how the name change effects future revenue projections and foot traffic moving forward.

Despite being a favorite amongst Las Vegas convention center visitors and off-Strip hotel-seekers, the Las Vegas Hilton has seen its share of financial woes over the last couple of years. The Review-Journal reported that the hotel defaulted on its $252 million term loan recently, and foreclosure could be a possibility if defaults continue.

That being said, changing the name of a product and starting anew has long been a useful tool in the advertising game (anyone who watches Mad Men can attest to this). Perhaps the Las Vegas Hil - errr, the LVH-Las Vegas Hotel & Casino - can benefit from its new name and logo; only time will tell. In the meantime, don't get lost looking for the Las Vegas Hilton on your 2012 trip to Sin City.