Las Vegas Case Study

Overview of Las Vegas & LVCVA closely plurality qualification non even think of Las Vegas as a product, or even they think of it as a brand. congeals argon included in the concept of product. Places could be cities, states, regions, or entire nations. Place marketing involves marketing strategies which contribute to shape, maintain and change attitudes and behavior towards feature deposits. Behind the scenes, the stick out of Las Vegas is created and maintained by LVCVA, Las Vegas Convention and Visitors Authority.LVCVA is a private-public spot with the mission statement of To attract come acrossors by promoting Las Vegas as the worlds near desirable coating for leisure and business travel. Las Vegas has a sensing in peoples minds as Sin City for yearn quantify, a town full of smoke-filled casinos, bawdy all-girl revues and no-wait weddings. LVCVA wants to broaden the part of their holiday switchrs and reposition the image of Vegas. Some family oriented facilities were make senseed in the 1990s. How ever, this family image did not seem to accomplish LVCVAs purpose.While they be still struggling with a remediate positioning, the dramatic decline of tourism due to the 9/11 attack forced them to proclaim Las Vegas as a destination of adults. The untested Vegas has reinvented itself as a highlife and gaming destination with classy resort hotels & casinos, shopping malls with luxury goods, first-run entertainment & world-renowned restaurants. LVCVA figured that Vegas is more than an assortment of facilities and creature comforts and what truly attracts tourists is the Las Vegas experience the adult put outdom.The phase What happens here, stays here was created to contract the essence of the Las Vegas experience. The campaign went very well and the tourism constancy go dramatically. Moreover, this thoughtful brand image has been well established beca expenditure Las Vegas was named as the lean two hottest brand by brand consultancy L andor Associate. Unfortunately, the young recession coin Las Vegas tourism industry badly. The natured, naughty, indulgent image of Las Vegas has had a negative cushion during the recession.Especially followed by President Obamas statement, Las Vegas became a less attractive destination for business and leisure travelers. LVCVA made attempts to reposition Vegas as affordable and well-desired to propose hard working Americans. But this positioning is less convincing to people with the perception of the well-established image of Vegas. Although a slow recovery has appeared in the ult year, the figures are not the same compared to the time before the recession. SWOT compendium StrengthsLas Vegas has well positioned itself as a destination of adult freedom which differentiates itself from some separate(a)(a) states some the nation. Moreover, LVCVA concentrates on the total experiences of the tourists and promote Las Vegas as the best place to travel where tourists would do th ings that they dont normally do at their home town. The world-wide brand image of Las Vegas strengthens its position in the tourism industry. The comportment of Las Vegas in the global tourism industry is still growing.Especially, Las Vegas was established by various consumption-oriented industries where gaming, tourism, business convention and luxury retailing take place. Also, many an(prenominal) illegal activities within the nation are legal in Las Vegas such as drama and prostitution. The luxury image attracts many affluent parties to visit Las Vegas which contributes to a big part of the revenue. Weaknesses Although the large consumption-oriented industry provides huge kale for Las Vegas, it has also made the state more susceptible to extreme volatility and recession.During the recession, leisure travelers are aware of their spending as well as reducing their travel expenses. The naughty and indulgent image of Las Vegas does not round very well to attract business travel ers. In addition, the metropolis has ignored the importance of applied science and knowledge-based business companies or factories in which other states are well established. The consumption-oriented industries concentration makes Las Vegas less competitive to attract these business companies. Opportunities The beautiful global presence of Las Vegas is a great opportunity to attract tourists outback(a) of the nation.Most importantly, international travelers are most likely to stay longer than travelers from other states. Longer stays would involve more spending and activities Thus, revenues for the state. Moreover, the income and activities in chinaware are growing rapidly in recent years. As the income of the Chinese increase, they give want to travel outside of China. Therefore, Chinese travelers would be a great orient segment for Vegas. In addition, many companies now use social media and apps to create customer relationships and solutions to better serve their customers.I nnovation in technology for the casino business would be another opportunity to attract tourists or gamers. Threats The existing image exit be an issue to project a full recovery after the recession. The buying pattern has changed since the recession, the glamour and luxury image of Las Vegas does not fit the stream economic situation and the current consumers desired perception. Moreover, unstable oil prices are a threat to Las Vegas which depends majorly on the tourism industry. Rising oil prices will result in high airfare which reduces both business and leisure travelers.In addition, many states are considering legalize gambling to increase their revenue and that could pose a threat to Las Vegass privilege. type puzzleters case Analysis The most important factor in the tourism industry is the tourists travelling experience. It is the experiences that travelers gain while they are travelling. LVCVA understands that they are not clean selling Las Vegas they are selling the Las Vegas Experience the adult freedom. By lecture to their old and authorisation customers, they learned the core customer prise. The Vegas visitors want to tone of voice a little naughtier and less inhibited and that is what their customers are buying.To accommodate the benefits the customers are seeking, the actual services and products are provided to the satisfaction of the visitors. Various product features of Las Vegas were produced to target the adult such as casinos, luxury retailers, world-renowned restaurants and five-star hotels. Branding is another system LVCVA used to deliver the core customer value. By spending $75 million for ad campaigns, LVCVA successfully boosted the brand message educating consumers of the products Vegas are selling. and Vegas What happens here, stay here became the now-familiar catchphrase of Las Vegas.This image has replaced the long pervasive image of Sin City to a luxury and indulgent image. Although this image has been familiarized to a ffordable and well-deserved during the recession, but the Las Vegas Experience brand image still maintains a ordered meaning to consumers. As enquiry indicated, people still learn the same Vegas theyve known and loved will still be in that respect during hard economic times. This proves the strength of the Vegas brand image which provides its consumers a consistent meaning and helps them identify the products that benefits them.On the other hand, to manage the brand image, LVCVA also built an augmented product by constantly surveying their previous and potential customers of their Vegas travel experiences. Support service was designed to periodically assess the value of their products offering and brand experiences to obtain feedback and new ideas for future offerings. Because of the constant research and surveys, LVCVA was able to react quickly with their repositioning as well as maintain product benefits to the customers. The most powerful brand positioning builds around strong consumer beliefs and values.However, one-sided brand positioning became a detriment as Las Vegas moves forward. Although the strong brand experience has boosted the presence of Vegas around the world, it also destroys other economic opportunities for the city and makes the city difficult to react during economic changes. When marketing a city, a respective(a) objective would be beneficial. And it will create flexibility in the city when facing economic changes. A diverse objective is not just concentrating on developing the global tourist and business visitor industries it will work on attracting different types of companies and businesses.It is because the ever ever-changing external environment makes place marketing a most challenging task. To compete effectively in this current rapidly changing environment, a flexible and proactive authorized marketing approach moldiness be developed. As a result, the one-sided marketing approach for Las Vegas will ca-ca a negative impact whe n the city moves forward. A real marketing approach must be constantly evaluated and reacts to the current environment. Also, unspoilt ideas and attractions are needed to maintain the current and potential customers.Therefore, the most recent efforts by the LVCVA will not continue to work since the consumers buying habits have changed and the revenue figures will not recover back to the 2007 peak time based on their recent efforts. Most importantly, the efforts are not lend to the long-term strategy which should be created to adapt to the rapidly changing environment. A diverse marketing approach would require LVCVA to attract international and local anaesthetic companies to their offices in Las Vegas. These companies will provide ob growth and business travelers to Vegas. By diversify its industrial base the city will find it easier to submit to economic megabucksturn compared to just concentrating on consumption-oriented industries. LVCVA should create a set of marketing tools to increase the percentage of international visitors. Spending from international visitors will contribute to a big part of revenues in the future if the city can gain support from the government policies to ease travel restrictions and make getting a visa more easily available for foreigners.Opening the gateway for international visitors will create more job opportunities to immigrants who speak other terminologys besides English. Also, the city should encourage their citizens to learn a second verbiage and that could possibly create a business opportunity for private language schools. In addition, LVCVA could attract parties to hold international trade shows and conventions in the city. modernistic ideas are also needed to maintain the current products and services offered in Las Vegas. Smartphones are widely used by individuals.Therefore, a technology refreshful city could be very favorable for modern citizens. Casinos could create apps to better serve their customers while they are gambling or offer free Wi-Fi in Casinos. The Las Vegas Experiences provide a great brand experience to the consumers. However, branding is pervasive but functional products and services are not. Las Vegas should provide a consistent image as well as consistent innovational products and services offerings for their consumers. Just like Disneyland will produce new rides or re-decorate the theme parks for holidays.Products and services could be renewed or add new ones to recapture the return of previous visitors and attract potential visitors. As Ralenkotter mentioned History has shown that new properties increase visitation across the board. Although CityCenter might affect the image of Las Vegas, it is one of the attempts to renew the appearance of this place. Las Vegas is still down from the 2007 peak but their brand image is still strong in consumers minds. And that represents its ability to face the upcoming challenges and changes.