Notice something different about Las Vegas? Not the usual crimes against Vegas humanity such as paid parking, resort fees, and overpriced dining, but rather a different kind of customer added to the mix of visitors. Demographically speaking, a younger crowd is coming to Las Vegas and they are not looking for comps, are not concerned with high room rates, nor object to overpriced concerts. That crowd is experiencing Las Vegas in a way that is different than older generations. They don’t rail against the bean counters; they just keep buying the beans.
So, can these younger and older visitors enjoy the same Las Vegas? The answer is yes. But only if the casinos determine who their demographic target is…and understand how to cater to their interests.
For the sake of simplicity, let’s call the different demographic targets “old” and “new.” Here are the areas each casino will target and what each group would expect and react to:
Comps
Old: Wouldn’t be Vegas without them.
New: Wouldn’t be Vegas with them.
Casino Host
Old: Get introduced to your first casino host after playing the tables for hours and betting huge amounts of money.
New: We’ll host ourselves.
Fine Dining
Old: Free hot dog with a coupon.
New: Full price at a high-end steakhouse.
Slot Machines
Old: Penny slots.
New: Megabucks, Baby! (maximum coin-in)
Entertainment
Old: Free lounge entertainment.
New: High-priced ticket concert.
Keno
Old: Love those crayons.
New: Forget about it.
Rooms
Old: Two to a room and two cots.
New: The entire top floor.
Parking
Old: Try finding a free spot in the parking garage.
New: Limo drop-off.
Sportsbook
Old: “I have cash.”
New: “I have an app.”
Players Club
Old: A free buffet.
New: No interest loan.
Bars/Lounges
Old: Free cocktail.
New: Bottle Service.
Gift Shop
Old: “I Love Las Vegas” tee-shirt.
New: “I Love Las Vegas” diamond necklace.
Casino Cage
Old: “Can you cash a check?”
New: “You take crypto?”
Could such a system work? It could, if given a chance. If it doesn’t work out, the older generation must give way to the younger one. That’s the natural order of things, Vegas style. To paraphrase Mark Twain, “Do not complain about growing old. It is a privilege denied to many casino players.”
