This week Vegas Seven released its nightclub issue. Since that’s such a big part of the casino scene these days, I thought I’d tackle the question of how clubs rebrand in this week’s Green Felt Journal:
In the wake of the Great Recession, nightclubs have been a crucial part of the identities and business plans of Las Vegas casinos. Major operators such as Wynn, the Venetian and even the storied Caesars Palace have made their clubs integral to their overall operations. Meanwhile, such resorts as the Palms and Hard Rock Hotel have built themselves almost from the ground up as party destinations. When clubs work, they generate buzz, foot traffic, ancillary casino gaming and food-and-beverage spending. But when they don’t, they can be a drag on a property.
It’s definitely a different aspect of the hospitality business, and one that, for the amount of money it brings in, generates surprisingly little literature. That might be by design.
Anyway, I had fun learning more about how nightclubs brand themselves, though it’s safe to say you won’t see me doing the bottle service thing anytime soon.