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TARGET MARKET(S) AND POSITIONING: According to the Las Vegas Convention and Visitors Authority average citywide occupancy was up 0.6 percentage points to 84.4 percent for 2012. Las Vegas' citywide occupancy is 23 percentage points higher than the national average of 61.4 percent. LCCVA (2013, Feb) Las Vegas sets record for visitation in 2012 welcoming nearly 40 million visitors, lvcva.com Retrieved from http://www.lvcva.com/article/las-vegas-sets-record-visitation-2012/886/. According to Blake Williams, Director of IT for Caesar’s Entertainment, Harrah’s hotel and Casino has a 98% occupancy rate primarily from offering comps and discounts to attract gaming customers (B. Williams, personal communication, November 15, 2013). In 2012, the overall market in Las Vegas consisted of the following: The average number of adults per trip was 2.4. The proportion that had persons less than 21 years of age in the party was 11%. Almost everyone that came to Las Vegas stayed overnight. The proportion staying overnight was 99.7%. The average number nights stayed was 3.3 nights which is down .4 nights per stay. The percent staying in a hotel or motel was 96%. Higgins, C (2013,Apr) 2012 Las Vegas Visitor Profile study - trends of average visitors, examiner.com. Retrieved from http://www.examiner.com/article/2012-las-vegas-visitor-profile-study-trends-of-average-visitors and Higgins, C (2012,Mar) 2011 Las Vegas Visitor Profile study - trends of average visitors, examiner.com. Retrieved from http://www.examiner.com/article/las-vegas-visitor-profile-2011-trends-of-average-visitors. The average Las Vegas visitor lodging expense was $93.13 per night which is $9.09 per night more than it was in 2011. At Harrah’s, the ADR was $97, which is more th... ... middle of paper ... ...se to be on the strip for all their entertainment’s needs. The gaming industry has also been trying to adapt to the change in demographic with adopting new technology in gaming. “The old one-armed bandit has all but disappeared from the modern day casino. When a new slot machine game is released, the pull handle is rarely used. Even push buttons that had replaced the pull handle is being used less and less. Now games are using touch screen technology to replace the push button. These advancements are used as a lure to a younger demographic that has seen advances in other industries such as telecommunications and video games and the gaming industry are trying to leverage similar technology to attract this demographic”. Baca,N (2013, Nov) I-Team: Technology Trumps Traditional Casino Gaming, 8newsnow.com, Retrieved from: http://www.8newsnow.com/story/23895056/i-team

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