It wasn’t until Celine Dion's spectacular three-year stint at Caesar's Palace back in 2003 proved to be a financial success that the door was opened for such mainstream pop artists to hit the boards in the Nevada capital. Since then, the likes of Elton John, Britney Spears, Jennifer Lopez and Rod Stewart have all been invited to occupy exclusive residencies.
As well as hosting epic musical spectaculars in order to raise its profile, the gambling capital of the world is also slowly adjusting to the way in which its core product, the casino, is now perceived. The rise of internet gaming may not have threatened the desert-based betting oasis with extinction but it has forced a shift in the way that it delivers its product.
As people become more and more accustomed to playing popular games such as poker or live roulette in the comfort of their own homes, it has been predicted that the allure of gambling havens such as Las Vegas will wane slightly. What’s more, online gambling has also altered the expectations of young modern gamers, so those that do visit the city demand a different experience. As a result, more and more video-based casino games are appearing on the famous strip.
But despite this looming threat, business is still good in Vegas and nobody seems to be panicking quite yet. There is even an argument that a global rise in online gambling activities could create a whole new generation of gambling enthusiasts for whom Vegas will be seen as the ultimate holiday destination. After all, the city has an incredibly strong brand and people are still attracted by the whole package of the ‘Vegas experience.’