Greenspun Media Group, publisher of Industry Weekly and Las Vegas Weekly, has partnered with Allied Integrated Marketing to conduct an innovative new study on the Vegas nightlife and food and beverage landscapes. The research—conducted both online and on the ground through intercept interviews—will be released through an exclusive, invite-only, “culture salon” event next week.
“One of the reasons we are starting these quarterly culture salons in Las Vegas is the lack of research in these areas,” says Adam Cunningham of creative agency 87AM. “What we did not want was another general market study focused on hospitality. We are looking at what exactly is the role food and beverage plays in getting people into this market, and does it live up to its potential, and the same for nightlife.”
The study’s results offers countless insights into these fast-moving and under-researched industries, including:
• Las Vegas nightclub visitors are more interested in hanging out with their friends than dating or hooking up in the club environment.
• The option to gamble within a club has the least influence on the decision to attend a club.
• “The amount of spending for food and beverage is incredible,” Cunningham says. “People specifically budget and plan ahead for their Las Vegas restaurant and dining experiences. We had a gut feeling food and beverage was playing a larger role in Las Vegas, and it ended up being No. 2, just behind gambling.”