The Opinion of Sacrificing Las Vegas’ Integrity for Sports Revenue

Posted on: January 24, 2024, 01:03h.

Last updated on: January 24, 2024, 01:05h.

Las Vegas has made significant preparations for the upcoming influx of sporting events, which include controversial advertising wraps on casino resorts across the city. Major resorts like the Flamingo, The Mirage, and Rio have all featured enormous advertising wraps in the past. However, the Luxor has taken a different approach. One of its sides now showcases a 350-foot Dorito wrap, marking the first major building wrap to advertise something unrelated to the casino underneath.

The controversial “Luxorito” Dorito wrap was set up to attract attention during the upcoming Super Bowl LVIII at Allegiant Stadium. This has sparked debate over the commodification of Las Vegas’ unique architecture for corporate advertising. The “Luxorito” and the placement of a Pepsi banner on top of the Delano have left traditionalists questioning the direction in which Las Vegas is heading.

Paramount Global caused further controversy during the Super Bowl buildup by covering, draining, and partially dismantling the iconic Mirage Volcano to build “Paramount Mountain,” a promotional display for the company’s streaming channel. These changes to Las Vegas’ cherished landmarks have stirred public sentiment, with many expressing concern over the preservation of the city’s iconic attractions.

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