For decades, the Las Vegas Strip primarily served adults looking to gamble. That's still the focus, of course, but Sin City has gone through a few different phases.
There was a period in the 1990s when Las Vegas decided it wanted to become a family destination. The city didn't shed its adult skin, but it added amusement park rides at several resorts and Circus Circus made a big effort to appeal to all ages.
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And although it may seem absurd, it actually made sense at the time. Las Vegas was facing the threat of an explosion of regional casinos and riverboat gambling. That led Las Vegas to experience a major drop in tourism and gambling revenue, and the city sought to become a kind of Orlando that offered fun for all ages.
It was a huge investment that saw most of the resorts on the Las Vegas Strip torn down and rebuilt. MGM Resorts International (MGM) He even spent $100 million building an amusement park designed to give families something to do during the day.
Circus Circus, which was built in 1968, already had circus-style attractions and other family-friendly offerings. It was always aimed at all ages and was well positioned for the new Vegas of the 90s.
The problem is that family attractions are not as lucrative as gambling. After a decade of trying, Las Vegas gave up on attracting families and leaned into its adult roots with the “What happens in Vegas, stays in Vegas” campaign.
That led to a resurgence of Sin City, but in recent years, since the Supreme Court allowed states to make their own decisions about sports betting, Las Vegas has become a little less adult.
Image source: Flite Golf
Las Vegas welcomes a beloved character
Las Vegas hasn't marketed itself to families, but it has become a world-class destination for sports and music. Parents may not want to spend a week there with their kids, but Sin City has hosted Taylor Swift and BTS for multiple sold-out shows at Allegiant Stadium.
Additionally, Las Vegas has an NFL team and an NHL team that attract fans of all ages. The city has also learned that while adults visiting the city want to gamble and attend nightly shows, they also want more.
That's why Area 51, an off-Strip amusement park, has thrived and why Comcast (CMCSA) Universal Studios plans to build a permanent Halloween Horror Nights facility as an expansion at that popular destination.
Circus Circus has stumbled since its heyday in the '90s. It remains a family-owned property that feels out of place on the Strip, but its owner, Phil Ruffin, has invested heavily in recent years to renovate the property.
The final piece of this, a dark attraction based on the popular SpongeBob SquarePants character, opened on March 1. “SpongeBob's Crazy Carnival Ride” is a fun, interactive attraction that takes guests on a mischief-filled ride through Bikini Bottom that comes to life. through vibrant sets, special effects, animatronics and vivid integrated projections, fully immersing passengers in SpongeBob's nautical nonsense,” according to the company.
It is the first attraction of its kind on the Las Vegas Strip.
“Riders will experience a one-of-a-kind adventure through the world of SpongeBob SquarePants in a highly immersive way. The ride begins when Mr. Krabs invites guests to try their hand at his collection of quirky carnival games midway through. and “his archrival Plankton hatches an evil plan to steal the secret 'Krabby Patty' formula once and for all,” the company added.
Opening of Atomic Golf at The Strat
Another struggling Las Vegas Strip property, The Strat, plans to open its own exclusive venue, Atomic Golf, on March 22.
“The golf entertainment venue will be a destination for golfers and non-golfers to take advantage of technology-driven entertainment in a welcoming environment. The 100,000-square-foot destination will feature 103 separate hitting bays, 10 putting bays and six bars, as well as meeting spaces and other large rest areas,” according to its operator Flite Golf & Entertainment.
Atomic Golf, a new version of a driving range, offers a variety of games that go beyond traditional golf practice.
“Atomic Golf is a bigger, better, bolder golf entertainment brand. Our venue is more than 99,000 square feet of electrified, lively fun where the best elements of the game merge with great food, colorful drinks and an engaging atmosphere. Come play golf and start with a golf experience based on fun and games,” the company shared on its website.
