When Treasure Island was built, it was the poor cousin of the Mirage. And at that time, it catered to families, with the pirate ships out front, and lots of kids running around the place. Then that image was dropped and it became just the TI, with no pirates, and "sexy sirens" out front. Meanwhile, the hotel, with a great location, and a small enough walk from the elevators to the outdoors, suffered from a bit of an image problem...it was the first hotel to "de-theme" itself, but didn't seem to have anything special to add to the crowded strip market..other than lower prices and a great location. With Phil as the new owner, the place has gone country, and it seems to work...enough crowds to make the place enjoyable and, in many way, one of the best values on the strip (they are constantly promoting room/drink/dinner packages).