After being open less than a year, Liaison, the second gay nightclub on the Las Vegas Strip, followed the lead of the first, Krave, and has closed. This is a testament to how difficult it is for a gay venue to become a hit on the Strip, but that does not mean the LGBT community is not welcome by any means. Gay pool parties have been successful as well, and this summer will mark the sixth consecutive year Luxor will host Temptation Sundays, which is a weekly pool party for the LGBT crowd.
The Luxor far from the only property to feature gay events. The Revolution lounge inside the Mirage transforms into a gay bar for Revo Sundays. MGM Resorts has even sponsored Las Vegas Pride. Throughout 2013 and 2014, Tropicana representatives went to LGBT pride festivals around the country to build a database of thousands of new customers. They even created a brand, TropLV Glam, which markets the resort to LGBT tourists.
Chief Marketing Officer Fred Harmon considers their ties to the community a natural evolution. The resort hosted a transgender event and quickly realized the competitive advantage it had with LGBT visitors do a friendly and welcoming team.
Wynn Resorts has also focused on the community, but in a few different ways. Spokesman Michael Weaver said the LGBT crowd isn’t looking for any specific or niche services, and simply wants to enjoy the same experiences as everyone else. Its entire staff is now trained to answer LGBT-specific inquiries as well, removing gender-specific references and replacing them with gender-neutral references.
