EDITOR’S NOTE: “Debunking Vegas Myths” releases new articles every Monday, with a bonus Flashback Friday edition. Today’s article in our series was originally published on Feb. 17, 2023.
In a humorous commercial by the Las Vegas Convention and Visitor Authority, a father jokingly tells his son that broccoli is the only food available in Vegas. The father goes on to say that everything, even the ice cream, is broccoli, which causes the son to opt to stay home.
In the past, Las Vegas marketed itself as a family-friendly destination, but now the focus has shifted to adults only. The narrative suggests that the family-friendly approach failed, resulting in a significant revenue loss. Is this true?
Not exactly.
In 1993, a new, massive MGM Grand opened. With 6,852 rooms, it was the largest single hotel in the world and the first resort to exceed $1 billion in construction costs. Despite its family-friendly approach, the resort was not a failure. MGM Grand targeted families directly, marking a departure from the norm since Circus Circus had opened in 1968.
Featuring a prominent Wizard of Oz display inside the casino, MGM also built a $100 million theme park spanning 33 acres. This theme park included various rides like a roller coaster, log flume, rapids raft, and simulated film studio backlot boat tour.
By 1996, the theme park was closed due to disappointing attendance. However, other family-friendly attractions like Circus Circus’ Adventuredome continued to thrive.
One crucial mistake was not enclosing the amusement park within a climate-controlled dome. Families typically visit during summer vacation, enduring long waits under hot conditions which may have contributed to the lower attendance.
Despite the closure of MGM Grand Adventures, several other family-friendly attractions from that era have survived, such as New York-New York’s roller coaster, the Big Shot ride at the Stratosphere, Mandalay Bay’s beach and wave pool, and M&M’s World.
Faltering Endeavors
One other example of a family-friendly attraction that opened in the ’90s and closed in the 2000s was Caesars Magical Empire. This high-priced attraction targeted visitors aged 12 and above but struggled to maintain popularity and ultimately closed in 2002.
Amidst these closures, Las Vegas has continued to introduce new family-friendly attractions. The Stratosphere, now The Strat, features thrilling rides like X-Scream, Insanity, and SkyJump on its upper floors. Shows aimed at children have also sustained, such as Mac King’s comedy magic show and Nathan Burton’s magic show.
In recent years, new kid-friendly venues have emerged, including a video arcade at Bally’s/Horseshoe and the immersive Area 15 art experience featuring the Virtualis VR game room.
Disproving Failures
One commonly cited example of Las Vegas failing to cater to families was the free pirate show at Treasure Island, which eventually ended in favor of a new show targeted at a different audience.
The closure of the pirate show in 2003 marked a shift in the resort theme landscape. The focus shifted towards a more luxurious image, moving away from replicas of historic landmarks and themed attractions.
Success in Numbers
Despite the belief that Las Vegas failed in its family-friendly endeavors, statistics suggest otherwise. Visitation numbers from the ’90s show a significant increase in tourism during that time.
Between 1992 and 1996, the percentage of families visiting Las Vegas rose from 7% to 12%, as reported by the LVCVA. Today, that number has increased to 21%.
Instead of viewing Las Vegas as only offering broccoli ice cream, it can be seen as a destination that strongly appeals to families. The need for balancing adult entertainment with family-friendly attractions is a testament to this shift.
Stay tuned for more insights from “Debunking Vegas Myths” every Monday on Casino.org. Click here to read our previous articles. Have a suggestion for a Vegas myth to debunk? Email [email protected].