Dec. 08, 2011--The Las Vegas Hilton hotel-casino confirmed Thursday its new name beginning next month will be the LVH -- Las Vegas Hotel & Casino.

For undisclosed reasons, the Las Vegas Hilton is losing its rights to use its longtime name from trademark owner Hilton Worldwide.

Confirmation of the name change, effective Jan. 3, came in an announcement on the property website saying "Same fame. New name."

The property also unveiled a new website: thelvh.com.

"We are extremely excited as we move into this next phase of our journey," Ken Ciancimino, executive vice president of administration, said in a statement. "Guests can experience the new look of the LVH -- Las Vegas Hotel & Casino, continue to book room reservations and, more importantly, read about who we are, what we offer and other frequently asked questions."

The 2,950-room Paradise Road property is controlled for now by billionaire Thomas Barrack's Los Angeles company Colony Capital LLC.

Barrack is fighting efforts by Las Vegas Hilton lender and investor Goldman Sachsto install a receiver to take over management and to potentially foreclose because of loan defaults.

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