It is not only in Macau that Chinese gamblers can bet on a warm welcome. Las Vegas is pulling out the stops for its Chinese visitors from all over Asia and from within the United States. The traditional gold, purple and green themes of Mardi Gras are less in evidence this year than the golds and reds of the Chinese New Year.

The prolonged Chinese New Year, which runs for over two weeks, is one of the busiest times on the Las Vegas calendar. Last June the Nevada Tourism Commission opened an office in Beijing to promote all of Las Vegas’s non-gambling activities, gambling being illegal in the People’s Republic, but the Chinese visitors to the city also push up the gaming revenues.

Casinos, inside and out, have been festooned with symbols of the Chinese festivities, from giant roosters to lucky red envelopes. Special menus are on offer as well as entertainers popular with Chinese audiences. Private gaming rooms are available where clients can play games such as high stakes baccarat. Las Vegas is determined to become a destination of choice for the Chinese, who are travelling abroad in ever increasing numbers. It is not only gaming revenues that benefit from the influx of visitors, non-gaming revenues are soaring and starting to exceed the city’s gambling profits.

The giants of the US gaming industry are looking towards Asia for expansion, as the US approaches saturation point. Companies such as Harrah’s and MGM Mirage have already expressed an interest in the Singapore government’s casino proposition, and Las Vegas Sands and Wynn are already well placed in Macau. The Year of the Rooster should see revenues in Las Vegas continue to rise, which will give the operators plenty to crow about. (E-02.09.05)

© Copyright 2005 CasinoCompendium



>>> return to archives
>>> return to frontpage