A poll conducted this year by the national gambling lobby found that 26 percent of casino-goers now skip wagering, and the city’s growing mega-clubs are threatening to become the most lucrative draw for a town built on betting.
“Clubs want to add an extra element of wow,” said Marty Canavan, owner of the laser company YLS Entertainment Inc. “It used to be you were lucky to have two lasers on your show. Now you might have 26.”
Sin City now boasts 21 of the country’s 100 most profitable nightclubs, according to the trade publication Nightclub & Bar. The town also dominates the top 10 spots, with seven clubs bringing in more than $25 million a year. The other three clubs with earnings in that range are LIV and Mango’s Tropical Cafe in Miami Beach, and LAVO in New York City.
As clubs become increasingly important to casinos’ bottom line, programmers are competing ever more fiercely to offer partiers novelties they would never see at their local dance spot. One of the most lucrative ways this is done is the high-profile artist residency; such as, most recently, Britney Spears’ recently-announced residency at Planet Hollywood Resort & Casino, the only place fans will be able to see her perform for the next two years. Other residencies with enormous drawing power include Celine Dion’s stint at the Colosseum at Caesar’s Palace — according to MarketWatch, the most profitable music act in Las Vegas since Elvis Presley — and Elton John, who also performed at Caesar’s Palace.
“It’s the full package these days,” said Pauly Freedman, director of operations for Encore Beach Club, Surrender and Andrea’s at the Wynn Las Vegas. “The DJs come in and they have their music, but they’re also bringing lighting directors in. So it’s up to us when we’re working alongside them to make sure we have the latest and greatest in our clubs.”