This is What Vegas is Like During a Recession

What’s it like going to one of the most popular tourist destinations in a recession? Fun, affordable and absolutely vacant.

Although this was my first time in Las Vegas, it wasn’t hard for me to tell just how badly the economy was affecting its tourism. The hotel check-in lines were completely empty as were the shows and casinos. The Strip was also undergoing a large construction project that will most likely delayed. Did I mention I went on Super Bowl Weekend—supposedly one of the busiest weekends in Vegas?

During one of my numerous cab rides up and down The Strip, I asked the driver “So, has it been busy?” The cab driver, who had moved from New York City ten years ago to support the city’s booming tourism, pithily replied, “When you can drive up and down The Strip this fast, things aren’t good.” According to her, some hotels are going bankrupt and the only person she thinks will keep afloat in the sea of economic uncertainty is Steve Wynn.

Wynn, a multi-billionaire casino developer who has slowly taken over Las Vegas, recently opened his newest hotel, Encore, on Dec. 22, 2008. However, given the economy, the opening was much more subdued than previous ones. I took a stroll through Encore and if I could sum it up in one word it would be “palatial.” Encore houses some of the world’s most lavish restaurants, shops and entertainment. Although the lack of tourism isn’t great for the local economy, it sure is for the tourists.

Even though I was only in Vegas for the weekend, I attended the private Miller Lite Super Bowl party with some friends who had been there in previous years. Like the opening of Wynn’s newest hotel and resort, the party (according to them) was much more modest. It had all the free food and drinks anyone could ever dream of, but was much more intimate in terms of how many people were actually there. Miller Lite also scaled back on swag. Tough times call for tough measures.

After getting back from my trip, I did some research about how Vegas brands itself as a tourist destination and came across this. In response to the economic downturn, Las Vegas trashed its “What Happens in Vegas” campaign for a new one—“Vegas Bound.” This new campaign features real people from Cranfills Gap, Texas who venture to Vegas for a funfilled vacation.

Blogger Grant Johnson ponders if a tagline can really make a difference in terms of generating business. He writes: “Why not ditch the ‘Vegas Bound’ tag and really drive home the value people can get. “Vegas: The best vacation bargain around!” Sexy, heck no. Effective? With the right subhead and testimonials and pricing packages featured it sure would be.” Maybe Vegas just needs to hear what prospective tourists want and create some new key messages.

After being in this downwards slump for a few months, maybe Vegas tourism has decided to shuffle things around. I was speaking to a friend today who is going there in a few weeks and for two people, a roundtrip flight and accommodations at a 4.5 star hotel for a week, it’s slightly over $1,000 CDN.

So, what is the best solution for popular tourist destinations, like Las Vegas, in this economy? Or is there one? Or is it just a big waiting game?