For the past 15 years most casino operators have reported revenues that show that their non-gaming income now surpasses that of their gambling operations. From artistes in residence, to magicians, boxing events and stage shows, operators in Las Vegas and other gambling resorts have shored up their businesses with a variety of crowd pulling entertainment. As the industry fights the effects of the recent slump in business due to the recession, casino operators are now also turning to Electrical Dance Music, or EDM, to entice a new wave of Millennial visitors with money to spend.
EDM Fans Flock to Vegas’ new Attraction
The EDM music scene has seen casino operators in Las Vegas and beyond make huge returns on their investment by bringing the popular music to their halls. Many operators now have resident EDM DJ’s that cater to the Millennials flocking to casino resorts where the shows are held. Popular DJ’s such as Calvin Harris and Phantogram have all played shows to thousands of people recently.
With its new focus on dance music, Las Vegas has once again become one of the world’s most popular destinations, but this time it isn’t the gambling that is pulling the punters in. For example, the Electric Daisy carnival, an EDM festival, attracts over 200 000 people to Vegas each year and is now responsible for an additional $500 million in the city’s revenue. Research has shown that the biggest driver of this new revenue are Millennials who also listen to the music on music streaming sites such as Pandora and Spotify.
Consequently, advances in technology also mean that casino operators are also able to create targeted digital advertisements, and even Casino-Branded station on the music streaming services to attract more visitors. This type of branding has already proved popular on online gambling platforms such as Europalace.com and is part of today’s new media. Some concerns were raised in articles found at bestuscasinos.org/legal/new-jersey/ concerning the legality and profitability of these projects. Research shows that while the casino operators are not bringing in customers to their gambling tables, the full dance floors they now host more than make up for any decline in gaming revenue.
Can EDM Give Gamblers the Edge?
As Vegas turns to the popularity of Electronic Dance Music to prop up and boost revenues, recent research has shown that the music genre actually has the ability to improve focus and productivity. The repetitive nature of EDM was found to be better as a background noise during tasks than other genres that tend to have variations in their melodies. With the songs focus able to give listeners focus, will EDM music’s prevalence in Las Vegas produce more prosperous results for those betting?
Either way, what is certain is that both Las Vegas and its new millennial visitors are benefiting from Electronic Dance Music. The music fans get to see their favourite DJ’s live, while casino operators have seen increased revenues from laying on the popular entertainment.
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