Themed Events That Reward Players ( and Properties )
Special events with a theme are overwhelmingly popular , in and out of the casino space . Here ’ s why .
By Marjorie Preston
In a 2017 poll conducted by Meetings & Conventions magazine , 87 percent of event planners said they “ always or sometimes ” used theming to spice up their gatherings .
And for good reason . Certainly , themed events are fun for guests . And simply choosing a theme makes it easy for planners to manage countless related details — from the food and drink menus to the décor and table settings to the music , activities and giveaways . And of course , a well-executed themed event in the casino resort can deepen loyalty , invite return visits , and boost patronage on the gaming floor .
Here ’ s a for-instance . Every year , the Orleans Hotel & Casino , just off the Strip in Las Vegas , has staged its popular Viva Las Vegas Rockabilly Weekend . This inspired celebration — it actually lasts four days — is so popular , last year tickets sold out in seven hours . The Orleans routinely negotiates special room rates for Rockabilly guests at other hotels in the neighborhood — all in mid-April , one of the city ’ s most sluggish tourism periods .
“ Rockabilly takes over the entire casino ,” says Mike Musicaro , vice president of marketing and operations for Boyd Gaming , which owns the Orleans . “ We have a car show with hot rods from the 1950s . We have the ’ 50s music . We piggyback a slot tournament on the weekend , and continue that theme all the way through . Players love it .”
Stardust Memories
Orleans has a full calendar of such events ; Musicaro and his team plan them up to a year in advance , and weave in new events as needed . “ It ’ s kind of a juggling act — you have the natural business , the cash business , and you don ’ t want to displace that . You look for pockets of opportunity to stage a special event , and tying it in with a theme is even better .
“ We can have our cake and eat it too ,” he says , “ getting the rooms occupied with known gamblers .”
Whatever the market , events of all kinds liven up the shoulder seasons , neutralize slumps and activate midweeks , says Musicaro . A signature event at the Orleans is a Stardust reunion / slot tournament that enables loyal longtime players to “ see old faces and resume old friendships .”
Viva Las Vegas Rockabilly Weekend at the Orleans draws hot-rod enthusiasts , ‘ 50s music fans , and retro-fashion lovers
When the party ’ s over , guests will remember if all the touchpoints —— the music , the food , the surroundings —— were aligned and memorable .
36 CASINO STYLE 2019