New Frontier Hotel and Casino was subsequently rebuilt and renamed the Hotel Last Frontier in 1942. On April 4, 1955, it was renamed the New Frontier, following a modernization of the resort. The resort had the distinction of hosting Elvis Presley's first Vegas appearance in 1956, and the final performance of Diana Ross and The Supremes on January 14, 1970. In the 1950s and the early 1960s, the New Frontier went through a succession of owners and operators. In 1966 and 1967 (by which time it had been renamed The Frontier) the casino had secret ownership interests by Anthony Joseph Zerilli and Michael Polizzi, "two
W Las Vegas purchased an adjacent site that had been planned for the Las Ramblas Resort. Edge Resorts then planned to build Edge East, a boutique hotel district, on the newly acquired property to accompany W Las Vegas. The project was cancelled when Starwood pulled out of the partnership in May 2007. Since the launch of Starwood's first W Hotel in 1998, Ross Klein, the senior vice president and chief marketing officer of W Hotels, had wanted to open a W hotel in Las Vegas. However, such plans failed for years to materialize as Klein had difficulty finding an adequate location and partner