Not All Casinos Have The Same Customer

Misfit Right In Says Cosmopolitan of Las Vegas Ad
Misfit Right In Says The Cosmopolitan

People that visit casinos know that they all cater to different audiences but never has this been more apparent than the current TV commercials for  Cosmopolitan and Boyd Gaming (Gold Coast, Suncoast, The Orleans & Sams Town).

Cosmopolitan “Misfit Right In”

Boyd Gaming “Cheers”

Both ads have a very specific target and, for the most part, those two customers won’t be the same person as evidenced by the look and sound of both ads. Both ads are appropriate for their desired customer.

The Cosmo has always positioned itself as bright, new and cutting edge hotel for a young customer. This ad successfully conveys that message while giving the customer the idea that they, the customer, are a little different. If you walk through the Cosmo you’ll see that their customers are much more alike then they think. Ironically, you’ll find a more diverse customers at a Boyd Casino.

The Boyd ad targets on an older local casino customer. “Cheers” was a popular TV show because it was the local bar where “everyone knows your name“. Not only is the song nostalgic but it represents a comfortable place to grab dinner, drinks and gamble. That comforting feeling of the casino being your local watering hole hits home as I’ve claimed the sportsbook bar at Red Rock Resort to be my local bar.

Even though both ads are drastically different, so are their customers. Both ads represent their brand well. One thing that should be noted is that Cosmo ad is a national ad while the Boyd Gaming ad is used mostly in Las Vegas.

Coincidentally I’m a potential customer for both casinos as there are some days that I want to hang with the cool kids and pretty people while there are other days I just want to hang at a bar playing video poker talking with the bartender who really does remember my name. Both ads work for me and that’s pretty amazing considering how different they are.

You Can’t Stay At A Gas Station In Vegas

Terribles Las Vegas
Terribles

A few years ago a couple of friends were talking to some girls and asked them where they were staying on their Vegas vacation. The girls answered “Terribles”.  Never hearing of Terribles Casino my friends asked the girls if they were staying in a gas station. Until that point the only Terribles my friends and I had ever seen or heard of were gas stations.

Well, those girls can no longer stay at Terribles Hotel and Casino. After undergoing a $7 million facelift the property is now called Silver Sevens.

Affinity’s decision to change the name comes after a $7 million, 18-month renovation that included an expanded bar, new sports book and upgraded rooms…

…“We went with Silver Sevens because it has that vintage feel,” said David Nolan, the property’s general manager. 

Not that names matter but I dig Silver Sevens. I’ve stayed at a hotel called The D last week. That name is pretty awful but who cares? The D hotel and casino are both great. Silver Sevens reminds me of slot machines. I like slot machines.

Terribles Silver Sevens is still an inexpensive hotel option just off the Vegas strip on Paradise. The renovations make Silver Sevens one of the better deals for a near strip hotel. Would you rather stay at The Orleans for $50 a night or a newly renovated Silver Sevens? I’d probably opt for the newer hotel rooms. For $10-$20 more you can get a recently renovated room at the Hard Rock. That’s probably the route I’d go.

Photo: Wikimedia