AS THE ATTRACTION OF LAS VEGAS PIVOTS FROM THE TRADITIONAL CASINOS AND MORE TOWARD ENTERTAINMENT, we see reinvigorated Las Vegas residencies that rival early-to-mid 2000s headlining tours: Adele, Lady Gaga, New Kids on the Block and most recently, The Backstreet Boys. In 2021, we saw residencies from Zedd and Tiësto, two massive EDM names that cater to the younger crowds. The Sphere has become a beacon for both artists and audiences seeking an immersive show, complete with online campaigns of fans begging their favorite artists to play the venue.

These shows offer a concert-going experience that rivals highly attended music festivals like Coachella (minus the dust and camping). It’s a smart pivot — one that taps into the experiences-first mindset of Gen Z and millennial consumers.

“Younger guests are not as focused on the casino when they visit Las Vegas as past generations, and I 'm seeing a great deal of effort from the gaming technology companies to make them more similar to the video gaming experience to drive the appeal on the gaming floor,” said Shannon McCallum, vice president of hotel operations at Resorts World. “There also has been a diversification of the entertainment and activities in Las Vegas in general with more sports teams. The residential artists on rotation and the sporting events are attracting a younger and more diversified guest to the city.”

Pool parties have also been a Vegas center of millennial and Gen Z tourists. With guest DJs, drinks, and the sun, there’s a blurred line between a luxury resort stay and a music festival. Hosted at mega-venues like Encore Beach Club, Marquee Dayclub, and Wet Republic, global headliners like Calvin Harris, The Chainsmokers, and Paris Hilton spin live sets poolside, turning daylight hours into parties packed with influencers, themed cabanas, bottle service, and massive LED screens. This leads to constant social media buzz, and the bigger, the better. For younger audiences, these parties are a core Vegas experience they crave, far outside the norm of slots and tables. For casinos, they’re a powerful tool to drive daytime revenue and build brand loyalty among the Strip’s most experience-hungry demographic.

“While gaming remains central, younger guests prioritize holistic experiences,” said Mark Fancourt, co-founder of TRAVHOTECH “They seek unique entertainment, diverse dining, and highly engaging activities. This blurring of lines between ‘gambler’ and ‘leisure guest’ will lead to diversified revenue streams beyond traditional gaming, with hospitality focusing on curating memorable moments underpinned by sophisticated digital integration."

Transforming properties into resorts that rival 5-star all-inclusives creates TikTok backdrops and menus that offer Instagram-worthy reviews. Aesthetics matter, and that influences guests’ stay preferences.

And newer Vegas properties are reflecting these backdrop changes. “We just built Durango Casino and Resort, and the amount of time talking about form and function is incredible,” said CJ Foster, chief information officer at Station Casinos. “Durango is big and bright. We built it with amenities around the outside and the casino floor in the middle. We put foresight into food and beverage, making sure we have a whole fresh food and beverage experience with things (guests) haven't seen before.”

Las Vegas is betting on the future - one dance break and digital pull at a time.