Award Date

4-2006

Degree Type

Professional Paper

Department

Hotel Administration

First Committee Member

Gail Sammons, Chair

Number of Pages

37

Abstract

The purpose of this professional paper is to identify the optimal brand architecture for MGM MIRAGE’s Project CityCenter through synthesis of a review of branding strategies throughout the hospitality industry and a review of Project CityCenter’s goals. As Project CityCenter represents such a massive undertaking from both a financial and marketing perspective, a review of strategies external to MGM MIRAGE is critical; this paper endeavors to highlight branding strategies for potential adoption at Project CityCenter. The project’s significance is affirmed by Terri Lanni, Chairman and CEO of MGM MIRAGE, “Project CityCenter confirms a cultural and lifestyle revival of city living, reaffirms the growing sophistication and maturity of Las Vegas and sets a benchmark for new growth and exciting new experiences as the city moves into the next 100 years” (World Class Architects, 2005).

Keywords

Branding (Marketing); Casinos – Marketing; CityCenter (Nev.); MGM Mirage (Firm); Nevada – Las Vegas; Resorts – Marketing

Disciplines

Gaming and Casino Operations Management | Hospitality Administration and Management | Marketing | Sales and Merchandising | Tourism and Travel

Language

English

Comments

Incomplete paper data.


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