CASE STUDY:
Target Demographic Shift in Las Vegas Hotels
In the late 1990s and early 2000s, Las Vegas underwent a major transformation, shifting from a destination primarily appealing to older, traditional audiences to a vibrant hub for nightlife, entertainment, and modern luxury catering to younger demographics. I led rebranding efforts for several iconic hotel and casino properties during this era, redefining their strategies and positioning them to attract and engage this new audience.
Scope & Objectives
Rebrand properties to appeal to a younger demographic seeking nightlife, entertainment, and modern experiences.
Develop marketing strategies that emphasized Las Vegas’ evolution as a destination for high-energy shows, exclusive clubs, and contemporary luxury.
Update visual identities and messaging frameworks to align with younger audiences’ preferences and lifestyle trends.
Foster alignment between the properties’ new branding and the rapidly growing entertainment-driven Vegas market.
Solutions and Approach
Conducted in-depth market research to understand the preferences, behaviors, and expectations of the younger target demographic.
Redesigned visual branding, including logos, typography, and color schemes, to create modern and appealing aesthetics.
Developed strategic marketing campaigns highlighting key nightlife and entertainment offerings, such as exclusive club experiences, high-energy shows, and luxury amenities.
Introduced customer journey mapping and user-centric design for digital assets, such as websites and interactive displays, to create seamless brand interactions.
Collaborated with property stakeholders to identify and leverage unique selling points, ensuring differentiation in a competitive market.
Integrated digital marketing efforts, including email campaigns, social media strategies, and influencer partnerships, to amplify brand visibility among younger audiences.
Outcomes and Results
Successfully rebranded multiple properties to align with the tastes of the younger demographic, resulting in a 50% increase in foot traffic from individuals aged 21–40.
Enhanced customer engagement, with participating properties reporting a 35% increase in bookings for nightlife events, shows, and luxury accommodations.
Strengthened the market positioning of rebranded properties, making them competitive leaders in the evolving Las Vegas entertainment landscape.
Achieved widespread recognition for innovative and modern branding, contributing to the broader transformation of the Las Vegas Strip into a nightlife and entertainment destination.
Enabled properties to maintain relevance and profitability during one of the most significant demographic shifts in the city’s history.
Meet Chris McCarthy
Brand Growth Advisor
Hi, I’m Chris McCarthy, a brand strategist, designer, and marketer. Over the past 25 years, I've had the opportunity to work with some of the world’s most recognized and respected brands, including Penske Automotive Group, Ford Motor Company, MGM Resorts, Caesars Entertainment, The Hard Rock Hotel, The American Red Cross, and the City of Las Vegas.
As a trusted brand growth advisor, I help businesses create strong brand identities and implement strategies that truly connect with their audiences, leading to significant growth. I enjoy mentoring and coaching others in brand strategy, and it’s been incredibly rewarding to help countless business owners and designers take their branding to the next level.
My career has been all about continuous learning and striving for excellence. I’ve dedicated myself to understanding what makes brands successful and have developed innovative strategies that consistently deliver results.
Trusted by The Biggest Brands
Book a Brand Strategy Call
Let's Meet to Discuss Your Business, Career, and Goals
About Chris McCarthy
Brand Growth Advisor
Hi, I’m Chris McCarthy, a brand strategist, designer, and marketer. Over the past 25 years, I've had the opportunity to work with some of the world’s most recognized and respected brands, including Penske Automotive Group, Ford Motor Company, MGM Resorts, Caesars Entertainment, The Hard Rock Hotel, The American Red Cross, and the City of Las Vegas.
As a trusted brand growth advisor, I help businesses create strong brand identities and implement strategies that truly connect with their audiences, leading to significant growth. I enjoy mentoring and coaching others in brand strategy, and it’s been incredibly rewarding to help countless business owners and designers take their branding to the next level.
My career has been all about continuous learning and striving for excellence. I’ve dedicated myself to understanding what makes brands successful and have developed innovative strategies that consistently deliver results.
Trusted by The Biggest Brands
