Celebrating its 150th anniversary this October, Nevada is well into its “silver” years, but there’s no stopping this “sage” sesquicentenarian, as a rebounding economy, new market dynamics and innovation are putting fresh legs on its ever-evolving group appeal.
With construction hiring in Nevada on the upswing for the first time since 2006 and billions of dollars’ worth of tourism, convention and entertainment investments announced for Las Vegas, Lake Tahoe and other locales, shifting revenue models, product diversification and changing demographics are dramatically reshaping the state’s meetings and hospitality landscape.
Reinvention and rejuvenation are perpetual themes in Nevada, keeping this premier adult playground fresh and relevant from one generation to the next. That’s especially true of the current makeover, as younger customers influence an increasingly Gen Y-centric approach to product, program and infrastructure development.
Not Your Father’s Vegas
According to official statistics from the Las Vegas Convention & Visitor Authority, the average age for visitors to the city went from 50 in 2009 to 48.5 in 2013. While that’s north of Gen Y territory, 21- to 39-year-olds made up 42 percent of last year’s visitation.
If that number holds for 2014 (which it should, having steadily risen from 27 percent in 2009), then Las Vegas, aiming for a record 41 million visitors this year, stands to welcome 17,220,000 members of the generation hungry for cutting-edge experiences, interactions and fun.
This is definitely not your father’s Las Vegas. En route to becoming the “Entertainment Capital of the World,” the city has adapted to cycles of boom and bust and changing consumer preferences by reshuffling, refreshing and rebranding its core gaming, entertainment and tourism assets.
In the latest mix, aces include conventions and trade shows (representing 12 percent of the visitor market and generating $7.4 billion in total economic output last year); major events; non-gaming pleasure pursuits focused on high-end hotels, dining, shows and retail—and new toys and experiences increasingly tailored to Gen Y tastes and sensibilities.
David Schwartz, author, gaming expert and director of UNLV’s Center for Gaming Research, sees a generational shift from “watching the show” to “being the show.” As he told CBS News recently, Schwartz describes a dynamic changed from “seeing Frank Sinatra and then playing craps” to “going to a nightclub, taking a selfie, putting it on Twitter or Instagram, and [you] being the show.”
Case in point: the Polaroid Fotobar and freestanding kiosks linked to social media at the new LINQ entertainment district.
With young executives like 30-year-old Jon Gray (see “Zoom In,” page w18) directing the show, Gen Yers do not lack for stages on and off the Strip.
Drai’s at the new Cromwell boutique hotel offers 65,000 square feet of rooftop daytime and nighttime party space 11 stories above the Strip. Set on five levels, Hakkasan Las Vegas at MGM Grand is an 80,000-square-foot party palace featuring Cantonese cuisine from Michelin-star chef Ho Chee Boon and nightclub action from legendary DJs like Tiesto—whose beats, in a sure sign of the times, also animate the famed Fountains of Bellagio.
Boomers have their havens too, like association favorite South Point Hotel, Casino & Spa and its new equestrian events center. Meanwhile, two mid-Strip icons have returned with a younger sensibility in mind. Former Rat Pack headquarters The Sahara is now SLS Las Vegas, while adjacent to the Las Vegas Convention Center, Elvis’ former base, the Las Vegas Hilton, is now Westgate Las Vegas Resort & Casino, with its own dedicated convention venue.
In reborn Downtown Las Vegas, Gen Yers can play oversized games at Gold Spike and attend outdoor events at Container Park. Thrill-seekers of all ages can “zoomline” under the length of the Fremont Street canopy, shot horizontally out of the 12-story SlotZilla, the world’s largest slot machine.
Looking ahead, MGM’s new 20,000-seat arena and outdoor plaza is being designed with today’s mobile Gen Y consumer in mind, with interior and exterior spaces purpose-built for free-flowing interaction and networking.
Fresh Perspectives
South Lake Tahoe is maintaining its ageless splendor with more than $100 million in property updates and team programs geared to younger visitors.
Buoyed by the improving economy, major projects include the $60 million transformation of the former Horizon into the new 539-room Hard Rock Hotel & Casino Lake Tahoe, slated to debut this winter. Targeting completion by this May, the $24 million remodel of MontBleu Resort Casino & Spa includes the convention center and all 437 rooms.
With young technology companies among those drawn to the area for its skiing, ranked top in the nation this year by USA Today, the Lake Tahoe Visitors Authority is including younger customers as part of its ongoing “resort-to-recreation renaissance” plan.
“In our marketing efforts we specifically highlight outdoor recreation, entertainment and nightlife, which differentiates us from other destinations and appeals to the Gen Y group looking for a unique and adventurous experience,” says Carol Chaplin, the bureau’s executive director. “We accomplish this through a complex media buy that engages and reaches Gen Y through various channels.”
Also welcoming the younger generation is the Reno Tahoe area, where the arrival of companies including Microsoft, Intuit and Amazon.com over recent years, along with a rising presence in renewable energy and technology, has invigorated the local economy and workforce.
“Reno Tahoe has always been a popular destination for Baby Boomers, but we are delighted that our destination is also highly appealing to Gen Y and Millennials,” says Christopher Baum, president & CEO of the Reno-Sparks Convention and Visitors Authority. “Drawn by our outdoors lifestyle and hip Midtown area, booming with cool new bars, restaurants and shops, 20-somethings may not only want to visit, but move here too!”
Hosting the “Nevada Rural Communities Social Media In Tourism Symposium” this month, Carson City, the state’s capital, offers a mother lode of options for all age groups, including antiquing, outdoor adventure and day trips to nearby historic Virginia City.
With its high desert landscapes and majestic Ruby Mountains, Elko provides a classic “Great American West” stage for rejuvenating escapes.
“From outdoor adventure to surprising culinary offerings, Elko County offers a range of experiences that the younger demographic appreciate and enjoy,” says Don Newman, executive director of the Elko Convention & Visitors Authority. “These include authentic Basque cuisine at our famed Star Hotel and outstanding sushi at the Flying Fish—in rural Nevada of all places.”
