Las Vegas Case Study

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Overview of Las Vegas & LVCVA
Most people might not even think of Las Vegas as a “product”, or even they think of it as a brand. Places are included in the concept of product. Places could be cities, states, regions, or entire nations. Place marketing involves marketing strategies which contribute to create, maintain and change attitudes and behavior towards particular places. Behind the scenes, the image of Las Vegas is created and maintained by LVCVA, Las Vegas Convention and Visitors Authority. LVCVA is a private-public agency with the mission statement of “To attract visitors by promoting Las Vegas as the world’s most desirable destination for leisure and business travel.” Las Vegas has a perception in people’s minds as “Sin City” for long time, a town full of smoke-filled casinos, bawdy all-girl revues and no-wait weddings. LVCVA wants to broaden the segment of their tourists and reposition the image of Vegas. Some family oriented facilities were added in the 1990s. However, this family image did not seem to accomplish LVCVA’s purpose. While they are still struggling with a better positioning, the dramatic decline of tourism due to the 9/11 attack forced them to proclaim Las Vegas as a destination of adults. The new Vegas has reinvented itself as a luxury and gaming destination with classy resort hotels & casinos, shopping malls with luxury goods, first-run entertainment & world-renowned restaurants. LVCVA figured that Vegas is more than an assortment of facilities and amenities and what truly attracts tourists is the “Las Vegas experience” – the adult freedom. The phase “What happens here, stays here” was created to capture the essence of the Las Vegas experience. The campaign went very well and the tourism industry rose dramatically. Moreover, this thoughtful brand image has been well established because Las Vegas was named as the number two hottest brand by brand consultancy Landor Associate. Unfortunately, the recent recession hit Las Vegas tourism industry badly. The natured, naughty, indulgent image of Las Vegas has had a negative impact during the recession. Especially followed by President Obama’s statement, Las Vegas became a less attractive destination for business and leisure travelers. LVCVA made attempts to reposition Vegas as “affordable” and “well-desired” to target hard working Americans. But this positioning is less convincing to people with the perception of the well-established image of Vegas. Although a slow recovery has appeared in the past year, the figures are not the same compared to the time before the recession. SWOT Analysis

Strengths:
Las Vegas has well positioned itself as a destination of adult freedom which differentiates itself from other states around the nation. Moreover, LVCVA concentrates on the total experiences of the tourists and promote Las Vegas as the best place to travel where tourists would do things that they don’t normally do at their home town. The world-wide brand image of Las Vegas strengthens its position in the tourism industry. The presence of Las Vegas in the global tourism industry is still growing. Especially, Las Vegas was established by various consumption-oriented industries where gaming, tourism, business convention and luxury retailing take place. Also, many illegal activities within the nation are legal in Las Vegas such as gambling and prostitution. The “luxury” image attracts many affluent parties to visit Las Vegas which contributes to a big part of the revenue. Weaknesses:

Although the large consumption-oriented industry provides huge profits for Las Vegas, it has also made the state more susceptible to extreme volatility and recession. During the recession, leisure travelers are aware of their spending as well as reducing their travel expenses. The naughty and indulgent image of Las Vegas does not play very well to attract business travelers. In addition, the city has neglected the importance of technology and knowledge-based...
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