LAS VEGAS (KTNV) — People of all ages come to Las Vegas for a good time, but the Las Vegas Convention and Visitors Authority is stepping up efforts to attract the next generation of tourists.
It started with the ‘Vegas Only Moments’ advertising campaign released in May of 2018. It speaks to millennial sensibilities showing contemporary themes.
"They want their travel to also enrich their lives. And social issues matter to them,” said Steve Hill, President and CEO of LVCVA.
Hill said while millennials, identified as those born between 1981 and 1996, expect more from travel they still crave fun and adult freedom.
"The ability to come here and have a great time, " said Hill. "To be the best and most interesting person that you can be while you are here. And to do that without judgment has been Las Vegas' calling card."
But Hill said millennials want something more personal than the cookie cutter Las Vegas experience of clubbing and gambling.
"That could be personalized cooking classes, wellness programs or cultural issues,” Hill said.
Through focus groups and research LVCVA determined 29% of millennial tourists are first-time visitors. More than 50% are women. Around 31% percent earn between $60 and $80,000 a year.
Vegas Golden Knights hockey and a cheap flight brought a group of millennial friends to town. But they told 13 Action News that cost could be an issue for a lot of their peers.
"The resort fees are too high! No matter what resort you go to now,” said Laurie Metz. “They're too high. There's no more free parking on The Strip which adds to the cost as well."
Hill said the approach is continuing to evolve to create a new Vegas experience to attract a new generation of customers.
"Las Vegas has always kept ahead by looking ahead. We just need to continue to do that.”