"Nicky Hilton will license her name to a South Beach hotel, establishing a new benchmark for hoteliers trying to leverage star power into higher room rates and profits.

The deal to rename the adjoining Breakwater and Edison hotels the "Nicky O, a Nicky Hilton Hotel" will thrust the fashion designer -- best-known as the kid sister to Simple Life star Paris Hilton -- into an industry pioneered by her great-grandfather, Conrad Hilton.

And while South Beach hotels routinely subsidize celebrities' vacations in hopes of being linked with them in press accounts, this is believed to be the first time a hotel paid directly for the rights to a star's name." [Via Miami herald and Hotel online]

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