Las Vegas is turning to one of its most recognizable symbols to attract more visitors, as tourism numbers continue to fall this year, after July alone saw a 12% drop.
Key Takeaways
- Las Vegas launched "Welcome to Fabulous Las Vegas" campaign to counter an 8% decline in visitation
- The initiative began with a 60-second NFL season opener ad
- Billboards and airport activations are being used to reinforce the "Fabulous" brand message
The Las Vegas Convention and Visitors Authority (LVCVA) has launched a campaign centered on the iconic "Welcome to Fabulous Las Vegas" sign, which has been greeting travelers since 1959.
The initiative began with a 60-second commercial aired during the NFL season opener on Sept. 4, marking the start of a wider promotional push.
The advertisement features an office worker who is swayed by the charm of the city as Grammy Award winner Eryn Allen Kane sings the campaign song, "Welcome to Fabulous." The campaign will be displayed on various platforms and physical locations, with the city's theme that Vegas has something for all budgets and tastes.
Resort tents, electronic citywide signs, and city landmarks coordinately displayed the message, and starting Sept. 15, Times Square and Sunset Boulevard in Los Angeles will both debut billboards displaying the message.
On Sept. 12, Harry Reid International Airport's Terminal 1’s rideshare pickup area will transform into “Fabulous Pickups,” featuring festive lighting, lounge seating, and periodic live performances for travelers.
LVCVA described the rollout as an attempt to reinstate Las Vegas as the best destination on the planet amidst the recent decline in visitors.
New resort project planned in Henderson
While the city has begun to promote itself nationally, development interest is growing in nearby Henderson. Anthony Marnell III has presented plans for the new resort construction on the northeast corner of Las Vegas Boulevard and St. Rose Parkway, across the street from where he built the original M Resort in 2009.
Marnell indicated that groundbreaking is still three to five years away, citing current economic conditions. He acknowledged the resort would compete directly with the M Resort, but said Henderson's growth makes room for more than one operator in the area.
Penn Entertainment, which owns the M Resort, is already investing in the area, with a $206 million expansion scheduled to open on Dec. 1. Marnell, through his company, also secured a deal with the Henderson City Council in 2021 to buy nine acres of property within the project site, promising to invest at least $250 million.
City officials explained the concept plan as an initial stage that requires further consideration, annexation, and approval by the Planning Commission and City Council.
