Project 72: Understanding the Millennial experience in Las Vegas

Daniel Berkal, Axel Bedikyan and Elana Gorbatyuk

This paper explores the development of a research project looking to understand the drivers behind young peoples' desire to visit Las Vegas.

Project 72: Understanding the Millennial experience in Las Vegas

Daniel Berkal, Axel Bedikyan and Elana GorbatyukThe Palmerston Group, Cirque Du Soleil and SID LEE

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Introduction

The demographics of the Las Vegas visitor are rapidly changing. The new Vegas has wide appeal to the Millennial market, who do not exhibit the same in-situ behaviour as other segments. With eight resident shows in Vegas, there's lots of interest at Cirque Du Soleil in finding out what's appealing to this new generation, in order to better capture their imagination. What drives them? What...

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