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By 1996, the Barbary Coast was worth $60-70 million. Later in the year, Hilton Hotels Corporation began discussions to purchase the Barbary Coast, although this did not go through. Robert L. Johnson, a co-founder of BET and a Hilton board member, considered buying the Barbary Coast a few years later. He wanted to focus less on gaming and more on entertainment, with live music programs to be broadcast from the property. Gaughan was willing to sell the Barbary Coast for $100 million, but Johnson offered only $65 million. Johnson ultimately decided that the Barbary Coast was too small for his plans, which would have included the addition of a theater.