M Resort, Spa and Casino, the latest billion-dollar Nevada property, opened its doors Sunday night 10 miles south of the Las Vegas Strip with a huge fireworks display.

The 390-room resort in Henderson is a collaboration between CEO Anthony A. Marnell III and his father, Tony, who opened the Rio nearly 20 years ago. Tony, an architect and chairman of Marnell Corrao Associates, worked on other Vegas landmarks like Wynn, Treasure Island, the Mirage and Caesars Palace.

This casino, well off the strip, will focus on service and value, catering in large part to local clientele. The rooms, ranging in size from 550 square feet to 2,400 square feet, are priced as low as $54 during the week and $94 on the weekend.

“I believe the M Resort has a lot to offer tourists and Las Vegas locals and exceptional service is at the top of the list,” said Anthony A. Marnell III. “The M has been laid out very differently than other Strip resorts and local casinos. Every detail has been thought about over and over again. We are confident the M will raise the bar for resort-casinos and express the future of the industry.”

The resort features cutting-edge technology; an onsite pharmacy and gas station; nine restaurants and five destination bars; 92,000 square feet of gaming with a 12-table poker room, 64 other table games, 1,900 slot machines and a sports book; 60,000 square feet of meeting space and a 23,000-square-foot spa.

The challenge for Marnell, of course, will be filling 390 rooms in a challenging market and an even more challenging economy. “I do feel good that I don’t have to fill 3,000 (rooms) every night, because that would be a daunting challenge that the Strip is facing right now,” he told the AP Sunday. “I think that we can carve out our little tiny niche down here with this product.”