South Point Hotel, Casino & Spa is trading in its Silverado Lounge for a Professional Bull Riders-branded PBR Lounge, giving local bull-riding diehards a fresh home base to catch the action without setting foot in an arena. The off-Strip resort says the overhaul is part of a multiyear partnership that will bring PBR-themed décor, cocktails and programming into its nightlife mix.
As reported by Las Vegas Review-Journal, the existing Silverado Lounge will be remade into a western-style cocktail bar called the PBR Lounge, stocked with PBR-inspired drinks, country-leaning tunes and more televisions, including at least one screen devoted to 24/7 PBR event coverage. The outlet notes that the space will roll out extended hours and host autograph signings and rider appearances as part of a multiyear branding deal that spreads PBR’s presence across South Point’s arena, hotel and casino.
What’s in the PBR Lounge
"The new PBR lounge and expanded presence will give guests more ways to engage with professional bull riding year-round," South Point general manager Ryan Growney told the Las Vegas Review-Journal. According to the report, the lounge is expected to lean into western styling, stage rider meet-and-greets on major bull-riding weekends and keep the focus firmly on televised event coverage.
South Point’s PBR pedigree
The new lounge is less a sudden pivot and more a natural extension of South Point’s long-running western sports identity. The resort regularly hosts PBR events in its arena and serves as a sponsor and hotel partner for PBR team series championships, while also staging ABBI World Finals and other livestock competitions.
South Point’s arena calendar, which includes ABBI World Finals as an annual fixture, is maintained by South Point Arena, and American Bucking Bull Inc. has brought major competitions to the venue American Bucking Bull Inc.. That built-in event infrastructure helps explain why the property is opting for a permanent PBR-branded space instead of a short-term pop-up.
PBR branding on and off the Strip
PBR-branded hospitality is not exactly new territory for Las Vegas. The organization has previously teamed up on Strip venues such as PBR Rock Bar & Grill, which blended wall-to-wall screens, live entertainment and a cowboy-friendly food lineup. South Point’s take is shaping up as a more intimate western lounge that still keeps live programming and rider access front and center.
South Point has not listed an opening date for the PBR Lounge on its official site, South Point Hotel, Casino & Spa, and no timetable was included in the resort’s announcement. For now, the move mostly formalizes a deeper partnership between the casino and PBR, with fans told to expect more rider cameos and expanded viewing options tied to the property’s existing bull-riding event calendar.
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