I’m thrilled that two-thirds of my Cosmopolitan pre-opening trifecta are out. In today’s Vegas Seven, I’ve got two pieces about the soon-to-open casino.
The first is a profile of John Unwin, the Cosmopolitan’s CEO:
John Unwin’s not quite moved into his new office—the artwork’s still waiting to be hung and the shelves are mostly bare—but he’s right at home as the Cosmopolitan hurtles toward its Dec. 15 opening. As of this writing, it’s 14 days, three hours, 47 minutes and eight seconds until the curtain officially rises, according to the Strip-front clock. For the CEO, life and work will be controlled chaos until then, and probably for some time afterward.“The last two weeks are always nuts,” he says with a smile that belies the oncoming storm. “Even if we pushed the opening back four months, the last two weeks would still be just as crazy. That’s just how it is.”His crisp white shirt and dark purple tie, framed by a well-tailored gray suit, match the color palette of the Cosmopolitan’s logo. At this point, it’s hard to tell where the hotel ends and the man begins.
I really liked talking to John. He’s an extremely interesting guy, and extremely engaging. Fantastic story-teller, too.
My second piece is in the Green Felt Journal. It focuses on what the “curious class” is, isn’t, and might be:
“It’s not a demographic,” Cosmopolitan chief strategy officer Sherry Harris says. “It’s a mindset.” Yet Harris has a strong image of who is in the curious class.
“She defines herself in terms of wanting something new and different, but it has to be meaningful and relevant. The new luxury is less about status and more about purpose. It’s defined as seeking experience over services, and it requires emotional connection that is worth returning to.”
Lisa Marchese, senior vice president of brand marketing, offers an explanation of the brand that will draw this adventure-seeking guest.
“Basically, it’s ‘polish without pretense.’ That’s our guardrail for every decision we make, from what amenities we have in the rooms to the artists on our marquee. The Cosmopolitan of Las Vegas is about creating stories that are worth telling.”
As always, the proof is in the pudding, and we’ll learn a great deal about the efficacy of catering to the curious class once the Cosmopolitan has been open.