Casinos in Las Vegas are stepping their game up in the pursuit of millennial visitors with new attractions designed to get the blood pumping, provide some Instagram-worthy moments and maybe (hopefully) even get them to gamble a bit.
In 2018, the city's entertainment repertoire will be bolstered by a zip line across the street from Caesars Palace and the construction of an e-sports arena at the Luxor. Such activity centers are aimed at consumers aged 34 and younger who are quickly becoming big spenders in the modern economy, but who aren't necessarily interested in gambling in a casino.
The MGM Grand has set aside space in a former nightclub to be turned into a dedicated arena for competitive gaming. The facility will be equipped with a competition stage, an LED video wall, daily gaming stations, and a streaming and television-quality production studio.
Casinos have also found other ways to entice younger consumers, including rooms in hotels with bunk beds for the cost-conscious visitor, to Wi-Fi equipped co-working spaces, to lounge areas that feature air hockey and pool tables.
Science suggests that the zip line between Caesars Entertainment's Linq hotel-casino and the world's tallest observation wheel is a good way to get a potential gambler's blood pumping.
"You get that adrenaline rush, and then you might be more likely to hit the blackjack table," said Andrew Lepp, an associate professor in the recreation, park and tourism management program at Kent State University. "Both are forms of calculated risk taking."
(The Associated Press contributed to this report)