Positive signs emerge for Las Vegas tourism
A video of a clash that went viral at the Encore and negative publicity generated last week on Las Vegas will quickly be forgotten and won t discourage tourism and caused any big rise in sales, marketing analysts have said.
Last week, when Wynn Las Vegas filed a case against 20 people interested in the labour day weekend battle after a man hurled cash into the air, it maintained the spotlight on the matter. Wynn has announced that it would not only boost protection but also lift its room prices to pre-pandemic points.
Since the first NFL weekend there's plenty of hope there. Cases of Coronavirus begin to decline, making it possible for more people to fly here. Last week, the Las Vegas Convention and Visitors Authority launched its nationwide promotional strategy to draw tourists to Las Vegas, in particular when conventions have come to an end. The advertisement alludes to Las Vegas as a fun spot to stay in the aftermath of covid-19 and another on NFL sunday pointed to playing sportsbook football.
The Nevada Department of Transportation vehicle traffic statistics indicate that between Sept. 2 and Sept. 9 - the most available data - there was more traffic coming from Southern California every single day. Over the last two-week span that has been up more than 50,000 cars. That's positive news in July after the number of visitors fell 61%.
Nehme Abouzeid, president and CEO of LaunchVegas and former Vegas Golden Knights chief marketing officer, said the most prevalent take on YouTube in Las Vegas and other traveler-influenced social media platforms has been optimistic about showcasing trips here.
"They say it's a fun place to come, and there's room in the pool and grounds, and how much less busy Vegas is than it normally is," Abouzeid said. "In this happier time, they start to see the gains and silver lining again."
Abouzeid said he was not surprised Wynn announced that the prices are that. It's a five star resort is tries to keep the premium name intact. That was in the wake of the Great Recession of 2008 and 2009. As at other resorts, guest grievances and any concerns will be tracked but prices will be determined on what the demand will offer, Abouzeid said. The strip's average daily room rate was $116 in July - the most recent available numbers - and down 15% from July 2019's $136.
Josh Swissman, managing partner of the Strategy Organization, said that Caesars Entertainment, expanding linq and MGM Resorts International plans to open MGM Park, does not lead to any imminent rise in room rates as demand is well behind 2019. That manipulation of demand caused Wynn to give a deal available to everyone for a stay in her tower suites where the third night was guaranteed, he said.
"it was pretty violent," said Swissman. "In the 20 years I've been in the industry, I could count on one hand the number of times I saw a company give deals like this to someone off the street. Maybe the rise in room prices only happens at luxury-oriented hotels."
Brendan Bussmann, a collaborator with global business advisors, said even though resorts began increasing rates, which he believes would "creep up", rooms won't cost people what they did a year earlier. With a shortage of conference guests the better offers will come midweek.
"I think some might follow Wynn, but I've been looking at room rates and getting into Caesars was $43. I never expected to see it. Those are going to say I want my occupancy to be as high as they can, and let s pack them in. It depends on the theory of business. Wynn is the only real five-star experience on the strip other than the non-gaming facilities."
Abouzeid said casinos will take a cautious path to rising prices and there won't be any conferences in October for the remainder of the year. The greatest effect football could have, he said.
"When we see a pickup and people come here on Sundays to watch football, they'll take a look at it and give up as needed," Abouzeid said. "So we have the NFR (National Finals Rodeo that moved to Dallas) to help us after Thanksgiving until Christmas, which has always been a bad time and now we don't have to. This could be a difficult time (for room rates)".
Even if the Raiders won't host fans at Allegiant Stadium, Abouzeid, who collaborated for their ads with sportsbook operator CG Technology, said that he thinks people would still want to come to Las Vegas to watch and bet on the sportsbook games just for the city's electricity. During NFL games the LVCVA ads would go along with that, he added.
"When we don't have anything to push company, I'm worried about midweek but Saturdays and Sundays will be good," Abouzeid said. "We'll be a bright light for football and sports betting. People are getting COVID exhaustion and will come here to cheer for their side."
As for the fight, bussmann said Las Vegas will need frequent altercations and viral videos to sustain some harm to its credibility and tourism. Swissman said something that makes people feel less comfortable wasn't a good look for Las Vegas, but in the past he said there were videos like that. And it's unrealistic to believe videos like the one that will appear in the future won't be there. "They don't portray the city well but one video doesn't have a hugely devastating long-term impact," said Swissman.
