Editorial: Marketing won't end gaming woes

While Las Vegas is viewed as the best casino venue by gamblers, it's also seen as becoming congested and impersonal, according to the study. Also, when people gamble impulsively, it is a good bet they might choose a destination closer to home than come here. Throw in reduced airline availability and traffic problems to and from Southern California -- Las Vegas' biggest visitor market -- and Las Vegas has got a genuine problem on its hands, especially in light of new megaresorts getting ready to open.

The meat of the report, which cost $270,000, supported many of the conclusions of a Las Vegas Sun series in February by reporter Gary Thompson. One interesting tidbit from the report was the finding in the focus groups that the existence of other gaming destinations has reduced the number of trips by gambling visitors to Las Vegas from 11 every five years in 1994 to seven trips every five years in 1997. One alarming statistic: The study noted that 34 percent of the people who didn't visit Las Vegas for pleasure in the past year would have come here if other gaming venues hadn't been available (although it's tough to feel sympathy for those Las Vegas resorts that have expanded elsewhere and are now seeing this expansion come home to roost).

The tourism agency's staff is recommending a revamping of its marketing program, including strengthening the effort to market Las Vegas to leisure travelers -- those who aren't here primarily to gamble but see Las Vegas as an entertainment destination. But a better marketing program won't erase traffic congestion on the Strip, resolve the lack of inadequate air and highway transportation into Las Vegas, or stop the proliferation of gaming outside of Nevada.

Unfortunately too many casinos aren't concerned about offering solutions that don't solely benefit them financially. Some are so blinded by the personal animosity they feel for rivals they won't even acknowledge the importance of cooperation on key issues facing our tourist-based economy. Two examples immediately come to mind: needless bickering over where to place pedestrian overpasses at the intersection of Flamingo Road and the Strip that has delayed their construction, and disagreements over the route of a private monorail system and how to make it compatible with other publicly funded monorail systems.

It's time for the casinos to step up to the plate, stop their arguing, and come together to offer solutions that help everyone in the valley, residents and tourists alike.

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