The Changing Face of Las Vegas: How Casinos Compete for the New Generation

Las Vegas, the glittering city of lights in the heart of the Nevada desert, has long been synonymous with gaming. Its iconic Strip, lined with grand casinos and luxury hotels, has been a magnet for tourists from around the globe.

However, the face of Las Vegas is changing. The city is seeing a shift in its demographic, with a younger, more diverse crowd being drawn to its allure. In response, Las Vegas casinos are evolving, employing innovative strategies to compete for these new customers.

This article delves into the various tactics employed by these casinos, from game rule variations and betting limits to a wide array of amenities and perks. We will also explore the changing demographics of Las Vegas visitors and how the city is adapting to cater to this new generation. Welcome to the new era of Las Vegas, a city that never ceases to reinvent itself.

How Vegas casinos compete for customers

Casinos in Las Vegas compete for customers primarily through variations in game rules and betting limits, gambling-related perks, and additional amenities.

In terms of game rules, casinos might offer single-deck blackjack, which is more favorable to skilled players, or variations in blackjack gameplay rules. For example, the dealer might be required to stand or hit a soft 17, or blackjack might pay out at 6/5 or 3/2. Some casinos might allow higher value bets for odds at craps, with some offering up to 100x.

Additional amenities that might attract gamblers include free drinks, free cigarettes, good cocktail service, attractive cocktail waitresses, nice decor, live entertainment events, and even strippers dancing on the gambling tables. Some casinos might also retain famous poker professionals to attract players.

Once customers are in the casino, efforts are made to keep them there, such as providing plentiful bathrooms, food and drink, and pumping oxygen into the casino. Other tactics include not displaying clocks, making exits hard to find, and using carpet designs that subtly encourage visitors to stay.

High-end casinos feature high denomination machines, upscale restaurants, and luxury shopping locations, even offering services like car detailing for high-end vehicles. On the other hand, local casinos cater to a different demographic with lower denomination machines, affordable food options like buffets, and family-friendly amenities like movie theaters.

Casinos also compete through gambling-related comps, such as points cards that reward play, larger jackpots, higher table limits, lower minimum bets, comped rooms and travel, and betting cash coupons – similar to no deposit bonuses in online casinos.

Previously, casinos also used unique architectural designs to stand out, with casinos like Circus Circus, Excalibur, Luxor, and New York New York being easily recognizable due to their distinctive appearances. However, recent developments like Vdara, Aria, and Cosmopolitan have adopted a more generic architectural style, resembling buildings in other cities.

Promotions Offered to Customers in Vegas

Let’s take a look at recent promotions offered by some of the most popular Casinos in Las Vegas in summer 2023.

Ellis Island Casino

Ellis Island Casino, Hotel, and Brewery, a family-owned establishment in Las Vegas since 1968, offers a variety of entertainment options including dining, gaming, and live music. Located near the Las Vegas Strip, it provides an old Vegas charm with off-strip value, making it a popular choice for both locals and tourists. The venue is known for its late-night steaks, engaging slot games, and refreshing brews.

The Ellis Island Casino offers a variety of promotions and deals for its guests and Passport Player’s Club members. Here are some of the key promotions:

Monthly Promotions: Earn 200 Base Points every Wednesday throughout July and receive a Summer-themed prize. Earn 5 Base Points on Saturdays and Sundays to participate in the Swipe and Win promotion. There’s also a Sizzling Summer promotion where you can earn 350 Slot Base Points and receive daily entries to win a New Grill or Smoker.

Passport Players Club: Join the club to get access to Free Play, Comp Offers, Casino and Hotel Discounts, Promotions, and more. New members can play 200 Base Points and receive a free Steak Special.

Food Specials: Enjoy a 10 oz. top sirloin steak for $9.99 with three sides.

Point Multipliers: Earn 500 Base Points and receive 10x points on reel and video reel or 6x points on video poker, plus a $5 Kicker.

50+ Club Tuesdays & Thursdays: Guests 50 years old or over can earn 50 Base Points and instantly receive $5 Free Play, plus a complimentary snack and a free drink.

Birthday Free Play: All Passport Players Club Members receive Free Play when visiting on their birthday.

Growler Giveaway: Hit the suited blackjack of the day on a $15 minimum bet and receive a complimentary Ellis Island growler.

Attractive promos at Tropicana Las Vegas

The Tropicana Las Vegas is a casino hotel located on the Las Vegas Strip in Paradise, Nevada. Owned and operated by Bally’s Corporation, it sits on land leased from Gaming and Leisure Properties. The hotel offers 1,467 rooms, and a gaming floor of 50,000 square feet, The Tropicana is situated at an intersection that has the highest number of hotel rooms globally and is connected to neighboring casinos, the MGM Grand and the Excalibur, via overhead pedestrian bridges.

Tropicana Las Vegas offers a variety of promotions for its members. Here are some of the key promotions:

$25 Visa Gift Card Giveaway: This promotion runs from August 4 to 5. Members must earn 250 points to receive a $25 Visa gift card. The earning period is from 6AM on Friday, August 4 to 4PM on Saturday, August 5. Qualified Tropicana Rewards Club members can pick up their gift card from 2PM to 5PM. There is a limit of one gift card per person, while supplies last.

Hotel Offers: Tropicana Las Vegas provides various ways for guests to save on their stay. These offers can be viewed on their website.

Formula 1 Racing: This event will be held from November 16 to 28, 2023. The Formula 1 Heineken Silver Las Vegas Grand Prix will take place on and around the Las Vegas Strip. The start line will be located at the site of the brand-new Paddock building, located on the corner of Harmon Avenue and Koval Lane. For group bookings of 10 rooms or more, guests can contact the hotel directly.

Vegas Visitors become younger

Las Vegas is drawing a younger, more diverse crowd, with the average age of visitors decreasing and the number of visitors from various ethnicities increasing. The city and its casinos are evolving to meet the changing needs of their clientele. The average visitor age dropped to 40.7 in 2022 from 43.2 in 2021. Millennials made up 48% of the visitors in 2022, and Generation Z accounted for 13%, surpassing the 12% of baby boomers.

Since the early 1990s, Las Vegas has been focusing more on increasing revenue streams beyond gaming, with a greater emphasis on entertainment, food, and other amenities. The city is effectively catering to the needs and trends of customers by moving away from cheap rooms and inexpensive buffets.

Despite the strong showing in gaming revenue and overall spending, Las Vegas has not fully recovered its visitor numbers. Its 38.3 million visitors in 2022 were still below the 42.5 million in 2019. Overall hotel occupancy reached 79.2% in 2022.The city is also attracting more unmarried people, with 16% of visitors in 2018 being single, compared to 35% in 2022. The city has changed its offerings to align more towards younger people, with more contemporary restaurants, bars, clubs, and shows.

Las Vegas casinos are continuously evolving and innovating to attract and retain a diverse range of customers. They employ a variety of strategies, from game rule variations and betting limits to offering a wide range of amenities and perks. The city itself is also adapting to the changing demographics of its visitors, with a focus on attracting a younger, more diverse crowd. This has led to a shift away from traditional gaming-focused offerings to a more comprehensive entertainment experience, including contemporary dining, nightlife, and unique attractions. Despite the challenges posed by the pandemic, Las Vegas continues to be a dynamic and vibrant destination, constantly reinventing itself to meet the changing needs and preferences of its visitors. The city’s ability to adapt and innovate is key to its enduring appeal and will continue to drive its success in the future.