Rediscovering the Soul of Las Vegas
After 35 years in the casino business, I’ve seen Las Vegas reinvent itself time and again. But today, as visitor numbers dip and costs climb, it feels like the city has drifted from what made it special.
Vegas used to be where you could stretch a dollar, feel welcome, and escape the ordinary. Now, for many, it feels like value and connection have slipped away. Visitor traffic is down more than 6% this year, with steeper declines from Canada and Europe.
Gaming now makes up only about one-third of Strip revenue, down from nearly 80% decades ago. The rest comes from nightclubs, high-end dining, sports events, and concerts. These attractions are impressive—but they have changed the DNA of what Vegas once was: a place built on hospitality and relationships.
The Lost Art of Connection
I remember my partner in owning six casinos in downtown Las Vegas, D.W. Barrick, insisting that we stand at the front door each morning and greet customers. Make them feel known. That simple practice built loyalty.
Today, you rarely see ownership or management on the floor. One of the few who still embraces that “Old Vegas” charm is Derek Stevens at Circa Resort & Casino. Guests notice when leadership is present—it makes them feel valued.
The Fading Value Proposition
Vegas was once the home of affordable indulgence—free drinks at the slots, low-cost rooms, and the sense that you got more than you paid for.
Now, resort fees, inflated prices, and long lines tell a different story. Visitors still crave the experience, but they are questioning the value. If half your hotel bill is fees, it’s difficult to feel like a winner.
Blending Technology with Humanity
We talk a lot about AI, automation, and personalization—and these tools have their place. But technology should enhance, not replace, the human element.
When someone sits at a bar, the “three-second rule” should still apply: eye contact, a napkin, a hello. This small interaction is what separates a memory from a transaction.
The New Generation Still Wants Connection
Even in a mobile-first world, people crave community. Younger visitors want authenticity and shared experiences. The same values that made Vegas thrive decades ago—recognition, conversation, appreciation—still resonate today.
Yes, tariffs, inflation, and global economics all play a role in the downturn. But “fixing” Vegas isn’t just about new attractions or marketing campaigns.
It’s about rediscovering the basics—treating people like guests, creating real moments, and bringing back the personal touch that made Las Vegas legendary.
