It would lose its popularity in the years to follow, as Harrah's would eventually turn its focus to other Las Vegas properties that it owned. The property suffered financially after the sale, in part because of new competition. In 1999, Marnell sold the Rio to Harrah's Entertainment for $766 million. The 41-story Masquerade Tower was added as well. A 1997 renovation added Masquerade Village, a two-story retail and restaurant complex which also featured the Masquerade Show in the Sky.

The hotel includes the three-wing Ipanema Tower, which stands at 20 stories. The Rio's success prompted a number of hotel expansions in the 1990s. The property struggled during its first two years because of its off-Strip location, but it would eventually thrive. It was owned by Anthony Marnell and built by Marnell Corrao Associates. It was the first all-suite hotel in the Las Vegas Valley. It features a Brazilian theme based on Rio Carnival. It is owned and operated by Dreamscape Companies LLC. The Rio is a hotel and casino near the Las Vegas Strip in Paradise, Nevada, United States.

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