Las Vegas To Establish Chinatown Casino Resort

Written on November 6, 2006 by admin

When all these thousands of middle-class Chinese tourists start pouring into Las Vegas in the years ahead, where are they going to feel most at home?

The companies that have or will have a presence in Asia already, of course, are hoping familiarity with their products in Macau will translate into brand loyalty.

Las Vegas Sands, for example, already has begun cross-marketing its Paiza Club, the home of the high-roller salons that exist both at the Venetian in Las Vegas and at the Sands Macau. No doubt the Venetian Macau, the company’s property being built on Macau’s Cotai Strip, also will use the brand in hopes of building brand loyalty.