If you’ve watched sports on TV over the last two weeks, you’ve likely seen the newest advertising campaign from the Las Vegas Convention and Visitors Authority inviting guests back for a sizzling summer to “Let out the Vegas in you.” That’s why our Vegas regular, Partner and Chief Creative Officer, Kimberly Tyner, has hit it big with Spire on Spotify’s newest playlist, Vol. 6: Lady Luck.
Because of the pandemic, the number of visitors to Las Vegas has dropped dramatically, as expected. Las Vegas welcomed about 42 million visitors in 2019, compared to fewer than 20 million last year, according to the Las Vegas Sun. Las Vegas is the second most popular destination after New York City, and the tourism industry generates $58 billion annually. The new television campaigns double down on the Vegas belief that there is pent-up demand for leisure travel, and for business travel for conventions and trade shows—a critical component in the B2B marketing mix.
Price Waterhouse Coopers [AR1] expects the 2021 U.S. trade show market to hit $8.6 billion. It’s not the record-high $15.58 billion from 2019, but it’s a strong improvement over 2020’s $5.56 billion. More than 5 million convention attendees visited Las Vegas before the pandemic, making up about 15% of total visitors. Conventions can bring large numbers of visitors to town during weekdays, keeping room occupancy rates high when leisure visitors are less likely to be in town. In fact, Las Vegas has more hotel rooms than any other city in the world, with 150,000 available.
Survey data from the LVCVA also indicates that convention visitors spend more per visit than the average leisure visitor. In 2018, the average leisure visitor is estimated to have spent $821 during their trip, while the average convention visitor spent $1,020.
Vegas economic development is also going all in on convention business. In December, the LVCVA completed a $989 million expansion to the Las Vegas Convention Center that adds 1.4 million square feet of new space to the existing 3.2 million-square-foot campus.
The new digs, dubbed the West Hall, sit on Strip-side real estate formerly occupied by the Riviera and Landmark hotels, and boast 328,000 square feet of column-free space, the largest such space in North America. The facility will officially open to the public this June at the World of Concrete, the first large-scale convention to return to Las Vegas since the shutdown—an event that usually attracts some 50,000 attendees.
From a B2B standpoint, the rebirth of trade shows opens up sales channels that have been closed for over a year. According to the Center for Exhibition Industry Research, an estimated 13,000 trade shows take place in the U.S. each year, representing 40% of all trade shows globally. SpinGo[AR1] reports 92% of attendees visit a trade show to learn about new and exciting products and services, and Display Wizard [AR2] found that 64% of show attendees are not current customers of the businesses on display. It goes without saying that face-to-face selling at trade shows is pertinent in the B2B sales cycle.
But enough about trade shows—let’s talk tunes. Kimberly Tyner visits Vegas multiple times a year, and not just for trade shows. The glitz, glamour, grub, and games make it one of her favorite places on Earth, and here are some of the songs that remind her of The Entertainment Capital of the World.
What is the name of your album?
It’s called Lady Luck. You might say it’s a title inspired by the 1950s tune that was featured in the musical Guys and Dolls and became the signature song for Frank Sinatra who starred in the 1955 film adaptation. But it really speaks to how I feel when I’m in Las Vegas. It’s a place I love and I’m always excited to be there. I’m always hopeful that luck carries through at the tables, but if it doesn’t, we will just go grab amazing food in a beautiful place and simply appreciate being there.
How would you describe this mix?
An upbeat playlist full of songs that celebrate Vegas’ historical lounge acts and modern vibrant energy. It’s modern-day meets old-school Vegas.
What was the inspiration behind it?
A deep love of Vegas and the energy and happiness that the city brings to me. It is my happy place. I love modern Las Vegas and the upbeat chill house music they play to keep you up and playing at tables for countless hours. But I wish for one day that I could go back and experience some of the old-school lounge acts of Elvis and the Rat Pack.
What is your favorite song and why?
It’s hard to not pick “Viva Las Vegas.” It’s the 1964 song recorded by Elvis Presley for the movie in which he co-starred with Ann-Margret. It peaked at #29 on the Billboard Hot 100 charts.
The lyrics are a great synopsis of every trip to Vegas: “Viva Las Vegas turnin’ day into nighttime, turnin night into daytime. If you see it once, you’ll never be the same again.
If your playlist was a brand, what would it be?
A Mies van der Rohe MR Chaise Lounge in leather. It’s a mix of modern, beautiful, and timeless—a chair that knows how to party.
Any specific memory that comes to mind when you listen?
Ah, so many memories! For me, Las Vegas is about a beautiful trio of amazing food, gambling, and entertainment. As much a part of the Las Vegas experience as blackjack and booze, the music scene has always been prolific. There are a series of supper clubs popping up to take you back in time. Recently, I had dinner at The Mayfair Supper Club (a fountain-side experience that harkens back to the 1920s heyday of Vegas style), complete with a lounge act, dancers, and hula-hoop girls. It combines some of my favorite things.
Additionally, some of my favorite Italian meals have been at the restaurant Sinatra, inspired by Frank himself. We also hired Rat Pack and Marilyn Monroe impersonators to perform at historic The Las Vegas Country Club for a client event that was an absolute do-not-miss. And lastly, for many years, I would play in World Series of Poker tournaments. The rush of being in that room with all the poker greats is easy to recall. I haven’t gone in years, but it is still my goal to one day play in the main event.
What makes your playlist unique?
It makes me happy! It captures the emotions you feel when you are there. Whether it’s lounge music designed to keep you entertained and drinking, house music to keep you gambling, or cafe and dining music to chill out to, it’s all upbeat and designed to keep you moving. That’s why it’s happy music. Frank Sinatra makes me want to sing, and Calvin Harris makes me want to double down. Either way, it’s a good time and that’s Las Vegas, my way.
Spire is going all in on Spotify, debuting playlists throughout the year that are dedicated to our clients, celebrate holidays, or reflect our office vibe. Jackpot! So, stay tuned to the Spire Blog and Spotify Channel for the drop of our next album.
To stay up to date on Spire news, awards, and blog posts, subscribe to our newsletter.