Vegas casinos betting on gay tourists

Luxor Las Vegas

As an enthusiastic gambler, I can never understand when clients tell me they hate Las Vegas. I literally own stock in the place, and I’d probably own more if I didn’t gamble quite so enthusiastically.

But objectively speaking, I can see why some GLBT people feel uncomfortable in Sin City. With its emphasis on topless showgirls, drunken bachelor parties, and busloads of tourists from Topeka, Las Vegas can definitely feel a little homophobic. And then there’s the tackiness factor: all-you-can-eat buffets, drive-through wedding chapels, and faux volcanoes don’t exactly appeal to most gays’ sense of taste.

Evidently some casinos are beginning to realize they have an image problem among GLBT travelers. Both Paris Las Vegas and Luxor are actively marketing themselves to the gay community with new ads and special packages targeting same-sex couples.

“We decided the gay and lesbian travel market is a very lucrative and appealing market financially,” says Mike Weaver, marketing VP for Paris Las Vegas and two other casinos owned by gaming giant Harrah’s Entertainment. Weaver says the company’s research shows that gays and lesbians come to Las Vegas as couples, then spend more money per day and show greater loyalty than the general market.

Paris offers same-sex commitment ceremonies on-site, as well as a honeymoon package for couples who choose to get married at a sister property north of San Diego. Luxor has commitment ceremonies, as well, plus a Pride package offering free drinks and spa services. And just last month, Luxor launched Closet Sundays, a weekly event hosted by gay party promoter Jeffrey Sanker and reality TV star Reichen Lehmkuhl.

Paris Las Vegas

Both Paris and Luxor feature dedicated GLBT sections on their websites. Their parent companies, Harrah’s and MGM Mirage, respectively, are both Platinum level partners of IGLTA.

Neither hotel can do anything about those drunken bachelor parties, but at least gay travelers know that every employee has been trained to make them feel welcomed and comfortable. And if they ever start to feel lonely, they need only head up the Strip to Caesar’s Palace, where three gay icons — Cher, Bette Midler, and Elton John — draw adoring throngs.

Las Vegas Review-Journal, “Casinos market to gays, lesbians“