First Committee Member
Gail Sammons, Chair
Number of Pages
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).
Branding (Marketing); Casinos – Marketing; CityCenter (Nev.); MGM Mirage (Firm); Nevada – Las Vegas; Resorts – Marketing
Gaming and Casino Operations Management | Hospitality Administration and Management | Marketing | Sales and Merchandising | Tourism and Travel
Tanenbaum, Rikki, "Multi-brand hospitality operations branding strategies" (2006). UNLV Theses, Dissertations, Professional Papers, and Capstones. 640.