With each city’s economy supported primarily by tourism and convention business, Orlando and Las Vegas have a lot in common. But what’s happening—and staying—in Vegas is tourism dollars spent by gay and lesbian travelers. Much of that can be attributed to LGBT-specific marketing done not only by several Vegas resorts and casinos, but by the area’s Convention and Visitors Association as well. It’s a far cry from Orlando, where “family-friendly” marketing doesn’t mean ours.
Las Vegas ranks as the third most popular destination for American LGBT travelers according to a survey by Community Marketing, a LGBT marketing research firm. In that same survey, Orlando tied with Seattle as the ninth most popular locale, while Tampa/St. Pete—along with Baltimore and Portland, Ore.—ranked 23rd. Vegas holds the upper-hand with entertaining adults—heck, one of their seven Cirque du Soleil shows even features nudity. That’s something you’ll never see at Walt Disney World’s La Nouba, as most Orlando amusements are designed with children in mind.
But some folks actually vacation without kids in tow, and if they’re gay or lesbian adults, Las Vegas wants ‘em. And why shouldn’t they? Based on tourism industry data from the US Department of Commerce and Community Marketing demographics, the annual economic impact of LGBT travelers is approximately $63 billion in the U.S. alone. While Orlando continues to sit idly by, many Las Vegas entities have successfully hedged their bets in attracting gay and lesbian travelers.
Wynn Resorts, which includes the Encore and Wynn Las Vegas hotels, features a Web site for LGBT guests at EncoreLasVegas.com. Once they’ve arrived, guests there have access to the resort’s Pride Concierge. That staff person not only offers atypical hotel assistance such as dinner or golf reservations (the Wynn is the only hotel on the Las Vegas Strip with its own course), but can also provide information on local LGBT bar, club, and nightlife offerings. And although gay marriage is illegal in Nevada, the Encore and Wynn, like many major properties on the Las Vegas Strip, offer commitment ceremonies to same-sex couples.
Wynn Las Vegas has also won a Logo Network Trip Out Gay Travel Award for Best Ultimate Luxury Hotel and Resort, while Wynn Resorts has received a perfect 100% on the Human Rights Campaign’s Corporate Equality Index, an annual rating system which ensures that businesses are establishing and maintaining inclusion and equality for LGBT employees. The MGM Resorts just wrapped its “Fabulous Weekend” which was tied in to this month’s Lady Gaga Monster Ball at the MGM Grand. In addition to having access to tickets to the sold-out concert, guests at MGM Resorts properties—including ARIA, MGM Grand, Mandalay Bay, The Mirage, Monte Carlo, New York-New York, Luxor and Excalibur—were also offered discounted hotel packages. The first-of-its-kind weekend offered LGBT happy hours and parties, meet-and-greets with LOGO TV personalities, a Cirque du Soleil Cast After-Party, fashion events, art tours, and blackjack and slot tournaments.
Company officials were so pleased with the results of the “Fabulous” weekend they’re already planning on another one in 2011. In the meantime, LGBT travelers have several ongoing events to entertain them. The Bare Pool Lounge at The Mirage sends guests to “Heaven” each Saturday evening for a night of open-air dancing with special guests and performances. Also at the Mirage, Closet Sundays at The Beatles Revolution Lounge features a weekend-ending evening “for boys who like boys and their girlfriends.”
Daytime Sunday pool parties are also extremely popular with LGBTs during the summer season. Hydrat at the Mandalay Bay (often referred to as the Mandalay Gay by locals) offers an on-going model competition at its South Lagoon Pool each week, as well as numerous benefits for local LGBT charities. The Luxor offers Temptation Sundays, where each week’s party brings a different theme; an end-of-summer event in September called “Protect and Defend” celebrates members of the military, police and fire/rescue squads.
Additionally, the Luxor and New York-New York also feature dedicated LGBT websites at Luxor.com/LGBT and NYNYHotelCasino.com/LGBT.
One of the most well-received and iconic LGBT marketing endeavors has been seen from Paris. A signature property of Harrah’s Entertainment, the French-themed hotel and casino has even been recognized by GLAAD for some of the most memorable marketing images ever for the gay community. With a theme of “Everything’s sexier in Paris Las Vegas,” one print ad campaign featured the jacks from two playing cards in an embrace; a similar image featuring two queens was also designed to attract lesbians. A video on the resort’s LGBT Web site, GayParisLasVegas.com, shows images of two toothbrushes, two men’s razors, two bottles of cologne, and two champagne glasses with a note reading “After-After Shave,” all set to romantic music. With the Eiffel Tower available as a locale, commitment ceremonies at the Paris are among the most memorable on the Strip.
Harrah’s first began its LGBT community marketing in 2006 after research showed gay men spend an average of 30% more than straight men when traveling. Additional surveys showed that most gay tourists in Vegas are couples, so marketing the Paris—with its ooh-la-la romantic overtones—naturally fit. The outreach also led to the adjustment of several internal policies, which led to Harrah’s being the first gaming company to receive a 100% rating from the HRC as one of the Best Places to Work for LGBT Equality.
Helping Vegas resorts attract gay and lesbian travelers is the Las Vegas Convention and Visitors Authority. Like the Orlando/Orange County Convention & Visitors Bureau, the agency is funded by local room taxes and is charged with promoting its area to both business and vacationing travelers. Orlando’s CVB, however, controls all of the tax revenue generated locally, whereas the LVCVA receives only a portion of Las Vegas-generated room taxes; a significant amount goes to improvements to Las Vegas schools and roads. Yet despite working with a limited budget, Las Vegas still sees the importance—and payoff—in marketing to LGBT travelers, which it has been doing for more than five years.
Among those endeavors: the LVCVA has a website dedicated to gay and lesbian travelers, VisitLasVegas.com/GayTravel, that is a clearinghouse for any and all things gay in Vegas. The Authority tailors advertisements from its mainstream campaigns for national LGBT publications. This summer’s “Camp Vegas” campaign—a playful take on the city being a summer camp for grownups—included one ad picturing swimsuit-clad men dancing, while another put a creative spin on making “S’Mores.” The LVCVA is also a sponsor of Gay Days Anaheim this October.
As for the original Gay Day Weekend in Orlando, which just celebrated its 20th year? Attempts to have the Orlando CVB recognize the event, even on its official website calendar, continue to go unanswered.
Yes, sometimes the grass really is greener on the other side. And when comparing Orlando and Las Vegas—arguably America’s top two tourist destinations—you wouldn’t expect anything to be greener in a city in the middle of the desert. But when that green is tourism dollars spent by LGBT travelers, it’s Sin City that looks like a lush tropical paradise while Central Florida leaves itself high and dry.
