Las Vegas: A Brand Mecca

Posted at October 26, 2008 // Retail, Strategy / Tactics

I was in Vegas this past weekend… and it was FUN! And, no, I did not lose money… that’s because I did not gamble. You may ask then what DID I do in Vegas if not gamble. Well, I ate, a lot. I went out clubbing. And, I shopped – mostly window shopped… Today’s Vegas has really changed, you really could enjoy a great weekend without gambling.

This got me thinking about brands, and brand experiences.

First, let’s start with my hotel. I stayed at Trump International Tower and Hotel. It’s part hotel, part vacation home. In any case, it was TRUMP. It was gold and it was glittery. It was luxury. Everything you expect from Trump. Amongst my group, many appreciated the little touches such as the pool, the lilac scent that fills the lobby, the whirlpool tub, the built-in TV in the bathroom, etc.

The Pool at Trump Tower, Las Vegas, originally uploaded by ranmano.

Vegas is truly a blend of brands. We had brunch at Thomas Keller’s Bouchon. In this case, the chef is definitely the defining brand. He is about French bistro fare. Having been to French bistros in France, I think Keller’s restaurant is a success. Talk about a brand experience. Bouchon is about the atmosphere as much as it is about food. It transports a patron to France, in the middle of the desert, and not in the cheesy, over-the-top way Vegas is famous for.

Vin Rouges @ Bouchon, originally uploaded by cabayarea.

Then, there was the shopping. It reminded me of how many interesting retail shops are out there, and how many innovative products are out there!

Last post I wrote about Vosges, and of course, given the opportunity, I had to stop in. Once again, it was a divine experience. I walked away with a drinking chocolate, and introduced another friend to the “amazingness” of Vosges. Apparently, they have a factory in Chicago. Next time I go to Chicago, I’d make sure to make the Vosges factory a stop and report back.

Of course, amongst the shops are some of the best brands. Apple, Louis Vuitton, Cartier, DKNY, Roberto Cavalli, Michael Kors, etc. Vegas has became a Mecca for brands, and everyone tries to showcase their best.

Another brand came to play at this Mecca: Playboy. I was not able to stop by the Playboy club at the Palm, but I did stop in the Playboy store. I thought that store was great. It was filled with fun and sexy goods, what Playboy is about. More important was that it was today. Playboy as a brand had suffered from age, but this store does not show age at all. It was sexy in that hip and cool way. In other words, it was the sexy girl that you want to get to know because she seems cool, not that sexy girl who’s a little past her prime and is trying too hard. It’s a great step for Playboy.

Lastly, there is Vegas as a brand. Not too long ago, this post would have been about the glitter of Las Vegas. Or, it would had been about the crazy décor of the various casino. But, today, it is about the restaurants and the shops. Vegas as a brand is going through a transition, and people is interacting with this brand differently. However, it is always difficult to transform a known and trusted brand. It’d be interesting to see if the new Vegas brand would truly take hold, or if it will forever remain as Sin City.

Tags : Retail, Strategy / Tactics