Editors

David G. Schwartz

Document Type

Occasional Paper

Publication Date

5-2014

Publication Title

Center for Gaming Research Occasional Paper Series: Paper 25

Publisher Location

Las Vegas, Nevada

First page number:

1

Last page number:

12

Abstract

This paper explores the rise and fall of the “family-friendly” Las Vegas marketing era. Through analysis of casino advertisements, internal and external building infrastructure, and qualitative in-depth interviews with industry insiders, this work investigates the city’s reinvention of the early 1990s. Key factors that set the stage for the emergence of targeted family marketing are identified, addressing why this advertising approach ultimately did not sustain. Unique marketing case studies are identified throughout.

Keywords

Casino advertising; Casinos--Marketing; family leisure; Family vacations; Infrastructure; Presentation of place; Nevada--Las Vegas; Marketing

Disciplines

Advertising and Promotion Management | Gaming and Casino Operations Management | Leisure Studies | Marketing | Tourism | Tourism and Travel

Language

English