Podcast
Podcast
Episode 45: Discovering Modern Las Vegas Beyond the Strip
From the legacy of What Happens Here, Stays Here to its growing influence on the global sports and entertainment stage, Las Vegas continues to expand its identity as one of the world’s most dynamic travel hotspots.
Las Vegas has long been known for its larger-than-life personality, but today’s destination is about much more than gaming. From world-class dining and entertainment to professional sports, luxury hospitality, and an increasingly international audience, the city continues to reinvent itself. I sat down with Kate Wick, Chief Marketing Officer of the Las Vegas Convention and Visitors Authority (LVCVA), to discuss how the destination is evolving, what is driving its growth, and why its ability to offer so many experiences in one place is its greatest competitive advantage.
Kate’s path to Las Vegas began on the advertising agency side, where she spent nearly a decade working with agencies in California and Arizona. Her work with MGM Grand eventually opened the door to a move to Las Vegas, where she joined the company as Vice President of Marketing. Over the next ten years, she took on roles at both the property and corporate levels, overseeing everything from global media and brand strategy to consumer research. In 2020, just as the world was preparing to shut down, she made another career move, this time stepping into a role that would allow her to represent the entire destination. Rather than putting the opportunity on hold, Kate was eager to be part of bringing Las Vegas back to life.
That broader perspective has given her a unique understanding of what makes the destination tick. While her previous roles focused on individual properties and a hotel portfolio, her work with the LVCVA brings together hotels, attractions, the airport, and community partners. It is a significant responsibility, considering tourism generates more than $80 billion in annual economic impact for Southern Nevada. Interestingly, the organization’s marketing is funded through a portion of the room tax paid by visitors, creating a cycle in which the success of tourism directly supports continued investment in the destination.
One of the biggest challenges is building on the legacy of an already iconic brand. Few destinations have the cultural recognition of Las Vegas, thanks in part to the enduring success of the “What Happens Here, Stays Here” campaign. But as consumer behavior and media habits evolve, so must the way the city tells its story.
That story is also more nuanced than some recent headlines might suggest. While annual visitation remains slightly below pre-pandemic levels of more than 40 million visitors, hotel and resort operators have continued to report record revenues. Higher average daily rates, increased visitor spending, and record satisfaction levels point to a shift in the quality of the overall experience rather than simply the number of people coming through the city. For Las Vegas, where repeat visitation is a particularly important part of the business, delivering an exceptional experience remains the priority.
“The fact that you can do it all in one town at the extent that we offer it, the breadth and depth of our offerings, the caliber of our offerings, all in a very easy and convenient way. That is luxury.”
Gaming continues to perform exceptionally well, but the destination has expanded well beyond its traditional reputation. Entertainment, dining, nightlife, wellness, and attractions have become increasingly important parts of the visitor experience. The real luxury of Las Vegas is the scope of what it offers, all within one incredibly convenient destination. A guest can attend a major sporting event, see a world-class performer, and dine at a restaurant led by a celebrated chef, all within a single weekend.
Sports have been a particularly powerful catalyst for that evolution. While Las Vegas has hosted major sporting events for decades, the arrival of the Vegas Golden Knights, Las Vegas Aces, and Raiders helped establish the city as a major professional sports destination. Add the Formula One Las Vegas Grand Prix and the record-breaking Super Bowl, and the city has gained an entirely new platform for reaching audiences around the world. With the Las Vegas Athletics preparing to join the MLB in 2028 and continued interest from the NBA, Kate sees sports as an opportunity to introduce the destination to entirely new audiences.
Business travel and conventions remain equally important. With more than 15 million square feet of meeting space and over 150,000 hotel rooms, Las Vegas is uniquely equipped to accommodate some of the world’s largest trade shows and events. Group business also provides valuable midweek demand, supporting the overall visitor mix and contributing significantly to hotel revenue.
Looking ahead, technology is expected to play an increasingly important role in making the destination more accessible and personalized. Kate sees AI as an accelerant to hospitality, helping streamline the booking process, reduce friction, and introduce travelers to experiences they may not have discovered otherwise. Beyond the technology itself, improving transportation is another priority. The LVCVA’s partnership with The Boring Company is expanding connectivity between major resorts, the convention center, and eventually the airport, creating another layer of convenience for visitors.
International visitation is also a major focus, with Mexico, Canada, the UK, and Australia among the destination’s most important markets. New direct air service from Sydney, along with continued investment in international airline partnerships, is helping strengthen those connections. And with the global reach of Formula One, Las Vegas has another opportunity to showcase its modern identity to audiences who may still associate the city with its more traditional image.
We closed with LTI’s signature rapid-fire questions. Kate shared that she’s looking forward to planning a milestone birthday trip, particularly the excitement of discovering a new destination. When reflecting on the glamorous days of travel, she misses the anticipation and sense of occasion that once came with the journey itself. And the innovation she’d most like to see? A more seamless airport experience and greater investment in high-speed rail, giving travelers more convenient ways to get where they’re going.
Thank you, Kate, for joining me on this episode of Luxury Travel Innovators. The full episode is available to listen to and watch on Spotify, Apple Podcasts and Youtube.
