Advertisement

Las Vegas shifting its tune to attract millennials

Bookmark this
February 05, 2019 By Bailey Schulz

Las Vegas needs to start preparing for the next generation of visitors, according to Las Vegas Convention and Visitors Authority President Steve Hill.

Speaking recently at the Urban Chamber of Commerce’s 2019 State of the Chamber address, Hill said millennial visitors — those born between 1981 and 1996, according to Pew Research — have a whole new set of interests. And Las Vegas has to be ready to offer new products and attractions, he said.

Officials are speaking “to groups of people that may not have been all that interested in coming to Las Vegas,” he said Friday. “We can offer new and really unique experiences to our customers.”

Shifting demographics

According to 2018 data from the LVCVA, the two largest age demographics for Las Vegas tourists are between 21 and 29 and between 30 and 39; these groups make up 45 percent of all visitors.

Jeremy Aguero, principal analyst for Las Vegas-based Applied Analysis, said millennials’ share of tourism rates is continuing to grow.

“It’s just a simple reality of the aging of the (demographic),” Aguero said. “Many baby boomers are beginning to age out of traveling sectors.”

Hill said millennials view destinations “completely different” from previous generations.

“What millennials look for (is) authenticity in an experience. Something that is personalized, the ability to share that experience,” he said. “They want something that is unique.”

The LVCVA tried to get this message across in its 2018 advertising campaign, “Only Vegas Moments.” The series of four commercials highlighted Las Vegas as a judgment-free zone and targeted people who want to escape or experience “adult freedom,” said Billy Vassiliadis, CEO of R&R Partners, the Las Vegas-based advertising company that produced the campaign.

The advertisements were released in May, during the height of the #MeToo movement. One of the commercials featured a working mom. Another featured a young LGBTQ couple.

“It’s a value-driven generation,” Vassiliadis said. “Younger consumers are interested in supporting a product that has something that is more relevant societally, that has a core value system. We thought it was important for Vegas to be presented that way.”
 


Vegas’ approach

Hill said Las Vegas needs to shift more than just its marketing.

“It has to be a shift in who we are, products we offer, what is appealing to the next generation of customers,” he said.

Las Vegas’ products need to become more personalized, Hill said, with more individualized, unique experiences. He said these unique experiences — like a cooking class with a local chef — open up a wide variety of opportunities for small businesses.

Aguero said all sorts of local businesses, from Jeep tour and helicopter ride operators to nightclubs, are leveraging opportunities from Las Vegas’ tourism industry.

“It’s an opportunity for small and large business owners,” he said. “The advent of nightclubs with Calvin Harris … (concerts with rapper) Travis Scott … those are clearly artists that are targeting a different market.”

Vassiliadis said there are already signs of the city transforming to meet this generation’s interests, such as the HyperX Esports Arena inside Luxor.

“The actual Vegas product is beginning to subtly redevelop,” he said. “We’ll be seeing more of that. The adopting of technology, making the experience more convenient, the use of apps … (it’s) going to continue to expand.”


Recent Articles

Arcade City attraction opens at mall on Las Vegas Strip

Arcade City attraction opens at mall on Las Vegas Strip

in News

Looking for a way to pass the time while your partner shops? The Fashion Show mall on the Las Vegas Strip has a new tenant that can help you do just that: Arcade City.

May 21, 2019 By Caitlin Lilly

‘Into The Woods’ kicks off outdoor Super Summer Theatre lineup

‘Into The Woods’ kicks off outdoor Super Summer Theatre lineup

in Entertainment News

Super Summer Theatre kicks off its 2019 series with “Into the Woods” this week, and director Joe Hynes ensures it will be magical — for more reasons than one.

May 20, 2019 By Janna Karel

Free and dollar movies in Las Vegas will entertain your kids

Free and dollar movies in Las Vegas will entertain your kids

in Entertainment News, News

Summer is long, and parenting is hard. These free and $1 movie screenings, though, should keep your kids entertained and give you a couple of hours of peace and quiet.

May 19, 2019 By Christopher Lawrence

Taco Bell-themed hotel to open in August

Taco Bell-themed hotel to open in August

in News

Taco Bell is taking over a hotel in Palm Springs, California, for three nights this August.

May 18, 2019 By The Associated Press

Advertisement

Must Read Articles

Three Basic Immigration Laws You Need to Know

Three Basic Immigration Laws You Need to Know

in Sponsored Content

Immigration is one of the most talked about -- yet least understood topics -- in today’s headlines.

December 26, 2017 By Law Offices of Peter L. Ashman

Bunk bed rooms coming to Las Vegas Strip hotel

Bunk bed rooms coming to Las Vegas Strip hotel

in Future Las Vegas, News

The next phase of the Flamingo Las Vegas’ remodeling project includes 14 new bunk bed rooms along with several bunk bed suites.

December 12, 2018 By Bailey Schulz

Locals’ guide to free and unrestricted Las Vegas pools

Locals’ guide to free and unrestricted Las Vegas pools

in Entertainment News, News

See our list of some of Las Vegas’ top dayclubs, as well as pools that are not restricted to hotel guests.

March 27, 2018 By Al Mancini