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MGM Resorts’ New Campaign: “Welcome to the Show” MGM Resorts International

MGM Resorts’ New Campaign: “Welcome to the Show”

Rendering of the soon-to-come Park Theater

Just as some resort companies position themselves in terms of their spa or golf offerings, MGM Resorts International is banking on entertainment—which isn’t too surprising, given its prominence in Las Vegas, the “Entertainment Capital of the World.” With more than 75 percent of its revenue coming from non-gaming sources, the worldwide hotel and casino company is repositioning itself with a new campaign that showcases its expertise in hospitality and entertainment.

In December, the company plans to roll out a promotional video to kick off a worldwide campaign coming in Q1 2017. The video, which was previewed during a press conference at IMEX America in Las Vegas, showcased how MGM properties and staff are not just service providers, but key creators of the guest experience. The high-energy video summed up the company’s philosophy by ending with, “Mankind was not born to be bored. Welcome to the show!”

Michael Dominguez, senior vice president and chief sales officer for MGM Resorts International, asked the audience to imagine a bartender standing in front of the bar saying, “This is my stage. I am the show.” It’s about more than just giving good service, he said. It’s about keeping entertainment front and center in every experience a guest has at an MGM Resorts property.

Building on the Entertainment Concept
MGM earlier this year opened the T-Mobile Arena adjacent to the Monte Carlo, complete with green space called The Park that features outdoor patios and a nightclub. Now MGM is adding the $100 million, 5,000-seat Park Theater to its new entertainment district, scheduled to open this winter. The venue’s lowest tier of seating will be retractable, creating space for large-scale banquets.

MGM, in partnership with New York-based Sydell Group, is completely renovating the Monte Carlo and integrating it into the entertainment complex. When completed, the hotel, which will be rebranded as The Park MGM, will include a 258-room NoMad Las Vegas hotel-within-a-hotel with its own pool, dining, and a spa. The half-billion-dollar rehab will put The Park MGM, with a total of 3,000 rooms, into the same luxury category as the Mandalay Bay and the Delano, so it can serve as an overflow for those hotels’ corporate customers, said Dominguez.

Other MGM Resorts News:

• Topgolf International recently opened a four-level, 105,000-square-foot golf entertainment center at the MGM Grand that features VIP areas with water features and event spaces.

• Mandalay Bay Resort and Casino completed the final phase of its remodel of more-than 3,000 guest rooms and suites in April 2016.

• The meeting space at the Delano Las Vegas now includes a South Beach–inspired outdoor club and pool retreat that can be used for corporate buyouts.

• The Aria Resort and Casino plans to open a $160 million, 200,000-square-foot expansion of its LEED Gold–certified convention center. When completed in 2018, the resort will have a total of more than 500,000 square feet of function space.

• The Luxor is renovating its Luxor Tower rooms and adding 20,000 square feet of prefunction space.

• The Bellagio Shanghai is scheduled to open in spring 2017. The approximately 200-room hotel will offer about 40,000 square feet of meeting space.

• MGM Cotai, also scheduled to open in spring 2017, will be the second MGM hotel in Macau.

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