The Vegas brand: Strip reinventing its appeal to tourists

All indicators show the Las Vegas tourism industry is recovering from one of the biggest economic hits in its history.

“We typically mirror the national trend, if not exceed it, as far as travel volumes,” said Kevin Bagger, executive director of the Las Vegas Convention and Visitors Authority’s research center. “Nationally, tourism was up last year, and we enjoyed record-breaking visitation.”

Another indicator of recovery, according to Mike Lawton, senior research analyst from the Nevada Gaming Control Board, is the Strip’s total revenue reached an all-time record last year, surpassing pre-recession levels at $16.7 billion dollars. Revenue peaked in 2007 at $15.8 billion.

Lawton added that Clark County’s total revenue of over $22 billion last year surpassed its pre-recession peak. He based his information on the annual Nevada Gaming Abstract, a financial analysis of establishments producing $1 million or more in gaming revenue.

As the tourism industry rebounds, the question looms: Does Las Vegas still hold the same comsumer appeal it did prior to the recession?

bar chart of Strip venues by year

GAMING REVENUE TAKES A BACK SEAT

“We did research to understand if the Las Vegas brand still meant the same thing in the post-recession mindset,” Bagger said. “Our consumers basically told us that the adult freedom message still resonates. The ‘What happens here, stays here’ message didn’t change with the recession.”

Although the message remains relevant, Bagger said the recession did change some visitors’ spending mindsets.

“I think people are generally more cautious with their spending,” he said. “They’re not at a level of spending they were at pre-recession.”

A study conducted by the UNLV Center for Gaming Research showed gaming has become less important to the region’s overall revenue picture. This study was based on data provided by the Gaming Control Board. Last year, 65 percent of the Strip’s total revenue came from non-gaming, while gaming’s share was more than $5 billion.

“Non-gaming is growing at a faster rate,” Lawton said. “Gaming is growing at a slower rate, and it remains to be seen if and when it will reach its peak again.”

GOING BEYOND GAMBLING

Once a gaming-driven destination, Las Vegas has evolved into one offering a broader range of unique entertainment and activities: dining experiences created by famous chefs; nightlife that appeals to a higher-end clientele, with celebrity DJs making regular club appearances; and high-end shopping. In fact, according to Bagger, this diversification into non-gaming in a key factor for the recovery in the tourism industry. bar chart visitors to Las Vegas by year

“In the wake of the recession, I think the hotels are actively engaged in ensuring their product remains vibrant, and interesting, to gain repeat visitors,” said Bagger, who estimated that 85 percent of Vegas visitors return. “Therefore, the hotels are constantly striving to build new experiences to get people to come back and sample the destination again.”

The change in focus is due in part to the mid-90s proliferation of gambling’s availability throughout the country.

“Hotel owners are sophisticated business people,” said Bagger, who has been marketing Vegas as an entertainment destination for decades. “They invested knowing they had to have a broader experience.”

Responding to these changes, Vegas hotel owners had to diversify and invest in different avenues of non-gaming entertainment. Beginning prior to the recession, the trend has been building momentum as the region recovers.

“At MGM Resorts and several other resort companies in Las Vegas, that trend has been taking place for many years,” said Rick Arpin, senior vice president of entertainment and development for MGM Resorts International. “More of our revenue has been non-gaming than gaming, and we’re seeing that trend continuing, so our investments are accordingly in non-gaming assets like the T-Mobile Arena and expanded convention space.”

Set to open in April, the T-Mobile Arena demonstrates an investment in large-scale entertainment. Arpin said the target is to host 100 events annually, with close to 1 million to 1.2 million attendees.

The materialization of a pro sports team, he noted, would further the brand of Las Vegas as a “major league” city.

“The vision of a new arena started more than 10 years ago, as we realized the ways to attract visitors to Las Vegas was changing — no longer could we build a new mega-resort and expect a flood of new visitors,” Arpin said. “We realized events were a key driver of visitor growth, so we wanted to ensure we had the best venues to attract all types of events.”

Bagger noted the confidence in the marketplace is demonstrated by the more than $6.5 billion in gaming and non-gaming projects either under construction or in the planning stages over the next two years.

“The hotels are constantly keeping an eye on what’s the latest, greatest experience they can bring into the destination,” Bagger said. “The hotels aren’t sentimental. If a certain product or offering isn’t working, they’ll change it out and make it something else.”

These projects include Topgolf Las Vegas, Speed Vegas, Resorts World Las Vegas, a renovation of the Julius Tower at Caesars Palace, and the theater at the Monte Carlo. Gaming-focused projects include Lavo Casino Club, Encore Player’s Club and Wynn’s plans for a poker room.

“Gaming will always be one of the core experiences of Las Vegas,” Bagger said regarding investment into the gaming experience. “Hotels are always looking at how can we make the casino floor more interesting for different demographics.”

As the Strip evolves, so does its clientele. According to Bagger, Vegas has expanded its offerings of premium luxury products, but he noted that these added offerings don’t exclude the average visitor.

“We continue to have a broad mix of experiences, depending on what fits your budget,” he said, adding that having a price point for everybody has been a consistently successful strategy for Vegas over the years.

Besides gaming, the convention and meeting segment of the economy also was impacted hard during the recession. This market is recovering slower than other segments, according to data provided by the LVCVA. Prior to the recession, the city had a peak convention attendance at 6.3 million in 2006 and 6.2 million in 2007.

“We were impacted on the meeting side in particular,” Bagger said. “The convention attendance this past year was 5.9 million, which was 13 percent higher than the prior year.”

Recognizing the need to grow the Vegas convention experience, the LVCVA has announced plans to expand and renovate its current convention facilities.

bar chart of hotel occupancy rates in Las Vegas by year

ad-high_impact_4
News
Vegas Homeless Remembered
Las Vegas vigil remembers 179 homeless people who died over the past year in Clark County. (David Guzman/Las Vegas Review-Journal)
A look inside Tesla’s Nevada Gigafactory
Tesla's Gigafactory east of Reno produces the batteries that fuel the company's electric cars. Production has created more than 7,000 jobs, and the campus that includes one of the largest buildings in the world is expected to triple in size by the time it is completed. Tesla Vice President Chris Lister leads a tour of the facility. (Bill Dentzer/Las Vegas Review-Journal)
Garnet Interchange Ribbon Cutting
The Nevada Department of Transportation celebrated the completion of the $63 million I-15-US 93 Garnet Interchange project. The project includes a modified diverging diamond interchange and a 5-mile widening of US 93.
State Foresters Hunt for Record Trees
Urban foresters from the Nevada Division of Forestry hunt for record setting trees.
Rick Davidson directs NFR satellite feed
Rick Davidson directs the Wrangler NFR's live satellite feed from a production trailer outside the Thomas & Mack Center. (Patrick Everson)
Scott Boras, Bryce Harper's agent, speaks to media at baseball's winter meetings
Baseball agent Scott Boras updates media on the contract negotiations of his client Bryce Harper during baseball's winter meetings at Mandalay Bay in Las Vegas, Nevada, on Dec. 12, 2018. (Ron Kantowski/Las Vegas Review-Journal)
Achievement School District
The achievement district faced strong opposition from traditional schools back in its beginnings in 2016. But with schools like Nevada Rise and Nevada Prep, it's slowly and steadily growing. Amelia Pak-Harvey/Las Vegas Review-Journal
Fresno State QB on record-breaking receiver
Fresno State quarterback Marcus McMaryion talks record-setting receiver KeeSean Johnson. Video by Mark Anderson/Las Vegas Review-Journal
The annual 'Shop with a Cop' event at Target
This year’s "Shop with a Cop" event gave about 40 children the chance to shop at Target alongside a North Las Vegas Police officers. Bizuayehu Tesfaye/Las Vegas Review-Journal @Bizutesfaye
Melvin Dummar dead at 74
Melvin Dummar has died at 74. Dummar was famous for claiming to have saved Howard Hughes in a Nevada desert in 1967. Dummar claimed to have been left $156 million in Hughes’ will. The will mysteriously appeared after Hughes’ death in 1976. It was dismissed as a fake two years later. Dummar never saw a dime of the billionaire's fortune. Dummar died Saturday in Nye County.
Officer-involved shooting in Nye County
The Nye County Sheriff's Office gives information about a shooting in Pahrump on Thursday night after a man began firing shots outside of his home. (Nye County Sheriff's Office)
Law Enforcement Active Shooter Training Exercise
Multiple Las Vegas Valley law enforcement agencies held an active shooter drill at the Department of Public Safety’s Parole and Probation office on December 6, 2018. Officials set up the training exercise to include multiple active shooters, a barricaded suspect and multiple casualties. (Katelyn Newberg/ Las Vegas Review-Journal)
Public memorial service for Jerry Herbst
Archiving effort hits milestone at Clark County Museum
The Clark County Museum catalogs the final item from the bulk of Route 91 Harvest festival artifacts. (John Przybys/Las Vegas Review-Journal)
Pearl Harbor survivor Edward Hall talks about his memories of Dec. 7, 1941
U.S. Army Corps Edward Hall, a 95-year-old survivor of Pearl Harbor talks about his memories of that horrific day. Bizuayehu Tesfaye/Las Vegas Review-Journal @bizutesfaye
Final Route 91 Harvest festival remembrance objects catalogued at Clark County Museum
The last of the more than 17,000 items left at the makeshift memorial near the Las Vegas sign after the Oct. 1 shootings have been catalogued at the Clark County Museum in Las Vegas. The final item was a black-and-white bumper sticker bearing "#VEGASSTRONG. An additional 200 items currently on display at the museum will be catalogued when the exhibit comes down. (K.M. Cannon Las Vegas Review-Journal)
Dozier execution timeline
Scott Dozier was set to be executed July 11, 2018, at the Ely State Prison. Judge Elizabeth Gonzalez delayed the execution.
Grand Jury Indicts Constable for theft
A Clark County grand jury indicted Henderson Constable Earl Mitchell. A Las Vegas Review-Journal investigation prompted the criminal probe. The newspaper found Mitchell wrote himself thousands in checks, took out cash at ATMs and traveled on county funds. He faces four felony counts of theft and a county of public misconduct. Mitchell and his attorney could not be reached for comment.
93-year-old WWII veteran arrested during visit to VA hospital
Dr. S. Jay Hazan, 93, a World War II veteran, talks about his arrest during his visit to VA hospital on Friday, Nov. 30. (Erik Verduzco Las Vegas Review-Journal @Erik_Verduzco_
Pearl Harbor survivor struggles in her senior years
Winifred Kamen, 77, survived the attack on Pearl Harbor as an infant, works a 100 percent commission telemarketing job to make ends meet. (K.M. Cannon Las Vegas Review-Journal)
Las Vegas Metropolitan Briefing 18th street gang
Las Vegas Metropolitan briefs the media on the recent arrests made regarding the 18th street gang.
Man shot in Las Vegas traffic stop had knife, police say
Police said the man fatally shot by an officer during a traffic stop in downtown Las Vegas had a “homemade knife.” Demontry Floytra Boyd, 43, died Saturday at University Medical Center from multiple gunshot wounds after officer Paul Bruning, 48, shot him during a traffic stop. Bruning pulled Boyd over on suspicion of driving recklessly at 7:41 a.m. near Sunrise Avenue and 18th Street.
Catahoula dogs rescued from home in Moapa Valley
Catahoula dogs were brought to The Animal Foundation after being rescued from home in Moapa Valley.
Intuitive Forager Kerry Clasby talks about losses in California wildfire
Intuitive Forager Kerry Clasby talks about losses she suffered in California's Woolsey Fire in Malibu in November. (Al Mancini/Las Vegas Review-Journal)
Benefit dinner for Kerry Clasby, the Intuitive Forager
Sonia El-Nawal of Rooster Boy Cafe in Las Vegas talks about having a benefit for Kerry Clasby, known as the Intuitive Forager, who suffered losses on her farm in California’s Woolsey Fire in Malibu. (Al Mancini/Las Vegas Review-Journal)
Former President George H.W. Bush dies at 94
Former President George H.W. Bush has died at the age of 94. He died Friday night in Houston, about eight months after the death of his wife, Barbara.
Las Vegans Celebrate Big Snowfall
Las Vegans celebrate big snowfall at Lee Canyon.
Exploring old mines for denim jeans and other vintage items
Caden Gould of Genoa, Nev. talks about his experiences looking for vintage denim jeans and other items in old mines and other places areas across Nevada and the west.
Officers share photo of dead gunman after Las Vegas shooting
A little over an hour after SWAT officers entered Stephen Paddock's suite at Mandalay Bay, Las Vegas police officers far from the scene were already sharing cell phone photos of the dead Oct. 1 gunman.
Business
Holiday Parade Lights Up Downtown Summerlin
Holiday parade lights up Downtown Summerlin every Friday and Saturday night through Dec. 22.
Nevada's solar industry on the rebound
In 2015, the Nevada Public Utilities Commission voted in favor of a new tariff structure that reduced net energy metering buyback rates and increased fix fees for residential solar customers.
Apartment complexes selling fast in Las Vegas
Las Vegas’ apartment vacancy rate is among the smallest in the country, and rents are climbing faster than the national average. (LVRJ)
Aristocrat Opens $45M Campus In Summerlin
Aristocrat Technologies Chairman Ian Blackburne discusses the company's growth. (LVRJ)
Sunrise Hospital celebrates 60 years
Sunrise Hospital opened its doors to patients on Dec. 15, 1958. Employees of more than 35 years celebrated at a luncheon Wednesday, Dec. 12, 2018. Jessie Bekker/ Las Vegas Review-Journal.
Maya Cinemas to open soon in North Las Vegas
Moctesuma Esparza, CEO of Maya Cinemas, talks about the newest location in North Las Vegas, set to open Jan. 10. The aim of the theatre chain is to serve latino-centric, underserved communities.
Holiday shopping and returns make this the busiest time of year for UPS
The UPS Las Vegas South facility is the company's busiest pre-load operation in the country, and it's even busier this time of year. (K.M. Cannon/Las Vegas Review-Journal)
Primm’s outlet mall has fallen on hard times
The mall, attached to Primm Valley Resort, opened in 1998. Back then, it was a “textbook, perfect outlet-center location." But now, Primm’s outlet mall has fallen on hard times. Las Vegas Boulevard has endless shopping spots. And there are other outlet malls that don’t require a hefty drive to the state line. Its mortgage-holder foreclosed on the mall in late September.
Miltary auction at Ritchie Bros. Auctioneers
Humvees, ammo cans, construction equipment, field gear and more is on the auction block Friday and Saturday at Ritchie Bros. Auctioneers. About 10,000 items in all are for sale in what GovPlanet bills as the largest auction of its kind.
Las Vegas residents discuss avoiding holiday scams
Las Vegas residents discuss their donation habits and how they avoid giving money to scam charities during the holiday season. (Bailey Schulz/Las Vegas Review-Journal)
Tesla’s Nevada Gigafactory ahead of economic impact expectations
The Tesla Gigafactory’s economic impact on Nevada has exceeded projections, bringing in more than 7,000 jobs. In 2014, Nevada agreed to give the automotive and energy company $1.3 billion in tax abatements. In return, Tesla promised to meet certain requirements in areas like employment and capital investment. As of June, Tesla has brought in a total of $6.05 billion in capital investment, surpassing the $4.95 billion projection. The original contract gave the company until 2024 to make $3.5 billion in capital investments in Nevada. Derek Armstrong, deputy director of the Governor’s Office of Economic Development.
Land sales near the Las Vegas Raiders stadium
Land around the Las Vegas stadium site has been selling for high prices. A few months before the stadium’s groundbreaking, Global Trust Group acquired a 2.5-acre parcel just north of the stadium site. The property sold for $7.25 million, or $2.9 million an acre. Osprey Real Estate Capital and Huntington Hotel Group acquired a 2-acre industrial site just west of the stadium site in late November. The property sold for $6.5 million, or $3.15 million per acre. That's roughly 12 times the average price of land in the valley this year as tracked by Colliers International.
T-Mobile Tech Experience Truck parks in Toshiba Plaza at T-Mobile Arena
The Tech Experience Truck is a state-of-the-art showroom on wheels, with demonstrations that put connected drones, smart cities, augmented/virtual reality and smart tracking. The exhibit shows new wireless technology – including 5G and the Internet of Things (IoT). (K.M. Cannon/Las Vegas Review-Journal)
Steve Siegel, CEO of the Siegel Group, speaks about helping families and other needy residents
Steve Siegel, CEO of the Siegel Group, speaks about helping families and other needy residents to keep them from teetering off into homelessness. Bizuayehu Tesfaye/Las Vrgas Review-Journal @bizutesfaye
Crowds camp out for Chick-fil-A opening
Dozens of customers camped out 24 hours ahead of the 6 a.m. Thursday opening of the new Chick-fil-A on Rainbow Blvd.
Cheapest listings for sale in Las Vegas
Listed for $39,990, 585 S. Royal Crest Circle, Unit #9 is one of the cheapest homes currently listed for sale in Las Vegas. (Caroline Brehman/Las Vegas Review-Journal)
MGM's sports betting deals
MGM Resorts International signed a sports betting sponsorship agreement with the NBA in July It was the first professional sports league to have official ties with a legal sports betting house. The deal came just two months after the U.S. Supreme Court overturned a law prohibiting sports betting in most states. In October, MGM became the first gaming company to sign a sports betting partnership with the NHL. In November, MGM became the first gaming company to sign a sports betting partnership with the MLB. Financial terms of Tuesday’s deal and earlier partnerships have not been announced.
Terry Miller discusses Convention Center
Project Manager Terry Miller explains the phases of Convention Center construction.
Zappos treats their team members on Cyber Monday
Zappos rolls out a variety of food, drinks and special activities for all team members at their downtown Las Vegas headquarters for Cyber Monday. (K.M. Cannon/Las Vegas Review-Journal)
Team Hybrid at the 2019-Model Motor Trend International Auto Show
Among the companies showing off the 2019 model cars, Team Hybrid shows off its modified cars. Las Vegas resident David David talks about the team, which is in its ninth year exhibiting at the show, and his show car.
Black Friday Shoppers at downtown Summerlin and at the Arsenal
Black Friday shoppers at downtown Summerlin and at the Arsenal. Bizuayehu Tesfaye/Las Vegas Review-Journal @bizutesfYe
Black Friday shopping in Las Vegas
Black Friday sale shopers express their shopping experience. Bizuayehu Tesfaye/Las Vegas Review-Journal @bizutesfaye
Las Vegas Livestock recycling Strip food waste
Las Vegas Livestock collects and recycles food from many Las Vegas Strip companies. (Nicole Raz/Las Vegas Review-Journal)
Black Friday at Fry's
Shoppers line up for deals early on Black Friday at Fry's Electronics on Las Vegas Boulevard South. (Mat Luschek/Las Vegas Review-Journal)
Black Friday shoppers at Best Buy at 5 am
Black Friday shoppers at Best Buy at 5 am on Nov. 23. (Mat Luschek/Las Vegas Review-Journal
Black Friday - 1am Closing Time
Quiet night.
Black Friday - 12:30am - Best Buy Arroyo Crossing
Sam's Town Holiday Lighting Ceremony
On Wednesday, Nov. 21, 2018, Mystic Falls Park opened with its annual tree lighting ceremony, hosted by Boyd Gaming Executive Chairman Bill Boyd. The attraction features a Winter Wonderland theme and holiday-inspired laser light show, available daily Nov. 23 to Jan. 1. (Mat Luschek/Las Vegas Review-Journal)
What Is A Smart City?
George Karayannis, vice president of CityNow, Panasonic’s smart-city arm, explains. (Nicole Raz/Las Vegas Review-Journal)
Walmart uses virtual reality to train employees
Walmart Academy Facilitator demonstrates the VR training program being used by Walmart stores across the country.
TOP NEWS
News Headlines
ad-infeed_1
ads_infeed_2
Local Spotlight
Add Event
Home Front Page Footer Listing
Circular
You May Like

You May Like