According to The Wall Street Journal, "Major properties on the Las Vegas Strip are now offering lavish commitment ceremonies to same-sex couples (though same-sex marriage is illegal in Nevada), as well as special hotel and entertainment packages geared specifically toward gay and lesbian travelers. Some resorts have mandated sensitivity programs to teach employees how to make gay and lesbian travelers feel welcome."
It's hard to imagine what took them so long. By ignoring the gay market, Las Vegas casino operators were failing to capitalize on their perfect market: Single people who like to have fun and, because they tend not to have families to support, have more disposable income. Research also shows that gay men spend 30% more than straight men. If Las Vegas wants to remake itself into a world of pricey cuisine and luxury shopping, this is the market to target -- not coupon-clipping senior citizens.
But why is this just starting to happen now, as most experts say it is? Fear that Bible-trumping prudes would be offended if gay couples were part target market of Las Vegas promoters? If so, that could be the reason for the city's decline in glamor, and utter loss of cultural relevance.
Perhaps targeting the gay community is the beginning of Las Vegas' rebirth.
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Reader Comments (Page 1 of 1)
11-04-2007 @ 6:39PM
Charlio said...
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11-04-2007 @ 10:15PM
james said...
I don't think gays in Vegas have been ignored - I think Vegas has always been accepting enough that people simply have never MADE an issue of same-sex couples.
james http://www.futuregringo.com
11-05-2007 @ 8:32AM
avalonfarms said...
My partner and I travel to Vegas almost once a year and enjoy it very much. It's a good thing that they are working to improve offerings for the GLBT Community. We will travel and spend money where we feel welcome.
http://www.avalonfarmcast.com
http://avalonfarmblog.wordpress.com
http://www.youtube.com/avalonfarms
11-05-2007 @ 12:52PM
Mike Henderson said...
As a local small business owner focusing on the gay and lesbian travel community, I have watched with growing excitement the increased outreach of Las Vegas marketing itself as a gay friendly travel destination. Considering the untapped potential of this demographic, mainly being DINK (double income no kids), marketing to the gay and lesbian community is a no-brainer. Las Vegas wants a market that has more disposable cash, isn't restricted to the limits of a "family vacation" budget, and has a strong brand loyalty to advertisers. Being both a gay man and an advertiser, I understand this market and encourage others to reach out as brand loyalty is a strong influence for the gay and lesbian consumer. Many research studies have demonstrated throughout the years that the gay and lesiban community is much more likely to do repeat business with marketers that directly reach out to them whether it be cars, products, or travel. It is certainly sound business practice to recognize this factor as it practically assures a path of increased profitabily for those advertisers many years into the future.
Michael Henderson, Owner
GayLasVegasOnline.com
Gay Las Vegas
11-05-2007 @ 2:21PM
Ian Johnson said...
The growth of Las Vegas' significance in the lesbian and gay travel market is something we have been tracking for some time over at Gay Market News http://www.gaymarketnews.com and is the lead article there today.
Your readers may like to see the various links there that cover this growth in gay tourism marketing by Vegas in more detail -- accessed via http://www.gaymarketnews.com/2007/11/lgbt-tourism-marketing-vegas-goes-gay.html
Ian Johnson, CEO
Out Now http://www.outnowconsulting.com