Everything is big in Las Vegas: the hotels are big, the entertainment is big, the top chefs in the country and world are there, the food is amazing, the signs, rides, roads, and money spent there is big! The largest hotels are there. The best entertainment is there. The city has mastered the art of attracting people to come and experience what the city has to offer.

Las Vegas is arguably the country's most interesting, and exciting tourist destination.

Opinions on Las Vegas vary from person to person. Some people like to gamble and others don't. Some people like the lights and action and others don't. Regardless of what opinion you have, Las Vegas has lessons for the industry and after my most recent visit to Sin City, I believe this destination has mastered several "arts" that we all can learn from:

• The Art of Attraction
• The Art of the First Impression
• The Art of Reinvention

The Art of Attraction

When Steve Wynn opened the Mirage, he discovered an art that transformed the mega resorts on the Las Vegas Strip. He, along with his development team, needed a way to attract everyone to the property. They wanted to attract guests from all over town and give them a reason to come into the hotel and experience what the Mirage had to offer. By doing so, they believed guests would come in and they would spend money. What attraction did they create? They created an erupting volcano right in front of the hotel. Visitors were intrigued and they entered the property to see what was going on. Once they got inside, they spent money.

Building on this success, Steve Wynn and his team built Treasure Island.  They took the same concept of attraction and took it to a new level with the pyrotechnic pirate show.  Every evening, a real battle took place in front of the hotel. Again, visitors were intrigued and they entered the property to see what was going on. And, once they got inside, they spent money. As if that was not enough, Steve Wynn built Bellagio. The now world famous Fountains of Bellagio add to the lure and luxury of what this property has to offer its guests.  This is the art of attraction.

In Vegas, buildings are now an attraction in themselves. The Luxor is a pyramid with a beacon of light shining into the night. New York New York looks like, and feels like, New York City. The skyline, the Statute of Liberty, and the Brooklyn Bridge invite guests to come into the hotel and experience what it has to offer.

APPLICATION: What are we doing to attract guests to come into our hotels and restaurants?  What sets us apart from the competition?  When driving down the road, what makes your operation stand out to all the potential guests?  Your sign?  Can people see in? How can you apply the art of attraction to your particular situation?

The Art of the First Impression
I recently listened to a presentation by Ken Wasco, Senior Marketing Manager from Gordon Food Service.  He said according to research in 1975, customers took 7 minutes to make an impression about a service experience.  That same survey conducted in 2004 says customers make take only 7 seconds today to make the same first impression!  Our guests are making a decision to dine with us or stay with us in 7 seconds! 

On my tour of Las Vegas hotels, I was intrigued by the first impressions of each place I walked into. The Venetian is adorned with fine art and high ceilings. When you enter the Bellagio, you see an amazing glass sculpture hanging from the ceiling.

Through our marketing efforts, we try to build the expectation of the guest prior to arrival. When they arrive, the first impression has a huge impact on the entire guest experience.  What do you want your guests to think, feel, and experience when they arrive at your hotel or restaurant?

APPLICATION: What is the first impression you want to make when someone walks into your hotel or restaurant? Talk to your team and determine exactly what you desire the first impression to be. Get a friend or two to walk into your hotel and restaurant and have them tell you what their first impressions are?  Is what you desire and design consistent with what those who enter are thinking? Test it out… try it!

The Art of Reinvention
Las Vegas is a city that reinvents its product and experience to keep people coming back.  The city started out as a gambling town and had a western theme. Bugsy Malone brought the hotels to a resort level providing visitors with a great experience. Jay Sarno introduced the theme to the resorts in Ceasars Palace. Steve Wynn brought entertainment to the resorts in new way. The restaurants change. The hotels get torn down for new ones.  Building never ends.

The lesson here is simple.  To remain competitive and to get guests to come back time and time again, our industry needs to continue to reinvent itself.  What does that mean?  Menus have to change, décor has to change, services have to change, we have to change!  Reinvention encourages people to come back.  Guests are seeking reasons to come back.  Our job is to provide a good reason.  What's new?  What's changed?  And when we change, we need to tell them!

APPLICATION: What has changed in your organization that you should let your guests know about?  Have you remodeled?  Have you added or expanded your menu?  What new things can you bring to your property so that when guests return they are seeking the "what's new?"  What can you do to keep your regular guests coming back because there is always something new to explore?  How are you reinventing yourself?

Take these concepts seriously. Attraction draws guests to your hotel or restaurant. First impressions will make the undecided guest enter. Reinvention will keep them interested in coming back.

Chris Longstreet is President & CEO of the Society for Hospitality Management.  He also serves as a visiting instructor for the Hospitality & Tourism Management Program at Grand Valley State University. 

For more information, visit the SHM website at www.hospitalitysociety.org or contact Chris at clongstreet@hospitalitysociety.org.

For a free subscription to the SHM Training Bulletin, visit www.hospitalitysociety.org or email info@hospitalitysociety.org.

© Society for Hospitality Management, April 2005