I’ve been to Las Vegas a few times but never really scratched beneath the surface. After all, what could I expect to find? A lot of sand and the decaying corpse of Bugsy Siegel, the american gangster who convinced his mobster associates to build the Flamingo, the very first Vegas casino?The Flamingo opened unfinished in 1946. Within two weeks, the gaming tables were $275,000 in the red and the operation collapsed in January 1947. On the night of 20 June, 1947, Siegel was assassinated in Beverly Hills. Bugsy Siegel was played by Warren Beatty in the 1991 film ‘Bugsy’ and his character has been the inspiration for, among others, Moe Greene in The Godfather.
On this trip however, I had more reason to look beyond the poker rooms and the sounds of the slots. I’d been assigned to write a business travel article on a city that President Obama had specifically warned bailed-out US corporate business not to visit on the taxpayers’ dime.
What I found after a ten-hour flight with eight UK corporate event buyers, was a city that’s been cut but not wounded.
Las Vegas is full of contradictions. Everyone from Wall Street to our limo driver has been speculating that MGM Mirage, the Strip’s biggest casino operator, could be facing a bankruptcy filing if it can’t renegotiate better repayment terms with its lenders covering some $7 billion in loans, and yet the company is forging ahead with the massive $9.1 billion CityCenter resort, due to open at the end of this year, next door from my suite at the Bellagio.
Hotel occupancy across Vegas is down, but compared with the rest of American C&I destinations, it’s still in pretty good shape.Hoteliers queued up to tell me about their environmental policy (one even discussed it, with no sense of irony, as we stood on the balcony of a penthouse suite at night, gazing out across the cityscape, lit up 24 hours-a-day like a Christmas tree). And yet, every element of CityCenter has been carefully thought through from a sustainable perspective, from the use of reclaimed water to on-site power generation.
The city’s annual gambling revenue of $8.4 billion is exactly the same figure attributed to the economic impact that conventions contribute to the Las Vegas coffers. This has meant a rise in on-Strip properties such as the Palms and Mandalay Bay offering non-gaming outlets attached to the casino hotels and off-strip resorts such as Red Rock and Green Valley gaining increased prominence.
Again, the CityCenter project, located at the heart of casinoland will also feature luxury non-gaming hotels including Las Vegas’ first Mandarin Oriental and Vdara Hotel alongside Aria, a 61-story, 4,004-room gaming resort.
For me therefore, Las Vegas will always be a crazy place that has been responsible for some bizarre and monumental memories over the years. But the Nevada city in the desert is now gambling with creating a greener, more sustainable future with emphasis on a business offer that can be distanced from the casino experience.The leaflets advertising girls delivered 24-hours a day are still distributed along the Strip like confetti but the marketing message ‘What happens in Vegas, stays in Vegas’ has been replaced with a tourism strategy that now promotes the city as a short-break destination.
The message that the Las Vegas Convention and Visitors Authority is now striving to get across is that it’s no longer just a city built on gambling losses and sin. Las Vegas is trying to secure its future by alerting winners to the fact that Vegas, now more than ever means business.
