June 23, 2014
Late Breaking News, Compelling Ideas, Just
Plain Good Stuff for the Gaming Industry!
If it happens in Vegas, it
might happen in your area ...
Tying in non-gaming amenities to your
rewards program
By Guest Contributor Gary Galonek, Raving Partner, Incentive
Merchandise and Loyalty Fulfillment, & National Sales
Manager, Gaming, All Star Incentive Marketing
You may already know that high atop the Stratosphere Casino,
Hotel & Tower in Las Vegas exists a number of thrill rides that
are not for the faint of heart, or for the acrophobic. At 1,149 feet,
the Stratosphere is the tallest freestanding observation deck in
the country, and offers spectacular panoramas of the Las
Vegas Strip and surrounding desert. This attraction represents
the continuing array of ways that you can spend your money in
Las Vegas on experiential offerings vs. hunkered down at a slot machine or a craps
table. You can now add to this list the newly opened "SlotZilla Zip Line," part of the
Fremont Street Experience in downtown Las Vegas. For $20 a zip, you can ascend
to a 12-story slot machine-themed platform, where you'll be propelled 850 feet on a
cable, soaring above tourists halfway down the Fremont St. canopy. Plans are
underway to make it longer, faster, and more thrilling ...
just like a trip to Las Vegas!
This speaks to a growing phenomenon in Las Vegas,
that of the non-gaming spend. When you add up the
spas, celebrity chef restaurants, high-end shopping,
entertainment, golf, etc., it is said that non-gaming
expenditures are 75% of the total spending per visitor.
Many do not believe this, certainly that was not the case
in the early days of Vegas through the mid-90's, but since Steve Wynn built the
Mirage, the tide has been turning. And now, an April 14th study by the UNLV Center
for Business & Economic Research confirms this: The average visitor in Las Vegas
in 2013 spent $837.32 per visit, with $181.12 estimated for gross gaming revenue,
or 21.6%. This puts non-gaming spending even higher at 78.4%. See the chart
below for the complete breakdown.
MGM Resorts International became one of the first major casino operators to
recognize this trend. Participants in their "M life" program currently earn points for
their non-gaming spend, as well they should! Tickets to a Cirque du Soleil show,
followed by dinner at a Todd English restaurant will set you back a pretty penny. The
perks go up as you ascend their tiers, giving you incentive to stay within the MGM
family of resorts for your gaming and entertainment endeavors. Many other casinos,
recognizing this trend, are adding non-gaming amenities to their roster of offers. And
while dangling on a zip line 10 stories above pavement may not be your idea of fun,
you're sure to find something that floats your boat in many gaming destinations.
The Raving Flash! Report is compiled weekly by Christine Faria, Raving's VP of Operations & Communications, and is designed to be a
"quick read" covering everything from interesting casino promotions to gaming news. See our archived reports and newsletters by
clicking here. Got an interesting promotion or news item? Contact Chris at 775-329-7864.