The Stardust was one of the few Strip properties without a high-rise hotel tower, and there were plans to eventually add one. In early 1990, construction was underway on the 32-story tower and a conference center. The RV park closed that year to make room for the expansion. The first 700 rooms of the tower were opened on December 21, 1990, along with the conference center. The tower faced southwest to northeast, and the exterior featured horizontal, red-colored neon lights, located in between each floor. During the 1990s, the Stardust had its own in-house direct marketing department, an uncommon feature for a hotel-casino.