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Vegas visitor age demographics

Discussion in 'Casino Industry & Development' started by Sgt_Shultz, Jul 9, 2024.

  1. Sgt_Shultz

    Sgt_Shultz If the phone doesn't ring it's me

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    With so many people saying that Vegas is now targeting younger people I thought I'd look up the numbers
    All figures trace back to the LVCVA

    The headline number agrees with that belief
    In 1992 the avg age was 47.2
    In 2022 the avg age was 40.7

    But not so fast
    In 2019 it's 46.2
    In 2023 it's 43.8

    Then there's the problem of the methodology
    Of the 40.8 million visitors a grand total 6267 completed the survey in 2022
    4200ish in person
    2100ish online

    During the 1st 6 months of the year it's was 400ish in person 300ish online
    Last 6 200ish, 150ish (edit per month)

    I could find no demo info 1st 6 vs 2nd 6 to confirm there was no bias

    4 other interesting stats (at least to me)

    1992 8% brought children
    2019 5%
    2021 21%
    2022 16%

    2019 18.3% came from SoCal
    2021 27.3%
    2022 31.5%

    2019 43.7% age 30-49
    2023 58% (corrected year)

    2017 22% age 60+
    2019 24%
    2022 10%

    I wish I could find the full 2023 report

    So is Vegas really "going after" younger visitors or are others factors at play?

    Based on the data I could find I have no frickin clue

    I would love to see hotel age demos based on registered guests

    Thoughts?
     
    Last edited: Jul 9, 2024
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  2. smartone

    smartone Sunshine Pumper

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    Great info! Thanks for sharing.
     
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  3. dmr

    dmr Registered Abuser

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    Remember that the Pandemic from 2020 through 2022 or so disrupted attendance and spending patterns!
     
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  4. Sgt_Shultz

    Sgt_Shultz If the phone doesn't ring it's me

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    They didn't even bother to do a 2020 report because the data was worthless in a historical context
     
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  5. huskermike

    huskermike Dice Enthusiast

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    I’ve always found it weird that people say Vegas is targeting younger visitors. Aren’t these the same people that complain on social media they can’t afford a house and have no way to get ahead every day? Because from watching CNBC that’s the impression I get. I would think Vegas would be targeting older people if they have all the money.
     
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  6. zoobrew

    zoobrew VIP Whale

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    I think LV is targeting younger people if you look at it from a marketing perspective. Look at advertising on general products, much of it is targeted on younger people, which is why younger people viewership is 10x more important than the larger older person viewership. Younger people are not as set in their ways and are more prone to be swayed my marketing. Older people are the cash cows (lower expenses/more profits) and the younger people are the growth segment (more expenses/lower profits). Look at autos, booze, smoking, why would LV/gaming be any different.
     
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  7. Sgt_Shultz

    Sgt_Shultz If the phone doesn't ring it's me

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    I agree 100%
    But I don't think that's a "now" thing and has been going on for decades
     
  8. JaDubya

    JaDubya High Roller? Nah...just a Roller

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  9. Sgt_Shultz

    Sgt_Shultz If the phone doesn't ring it's me

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  10. JaDubya

    JaDubya High Roller? Nah...just a Roller

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    You’re very welcome @Sgt_Shultz

    There were surveys for other years before but I didn’t look this time. They don’t do them every year.
     
  11. Sgt_Shultz

    Sgt_Shultz If the phone doesn't ring it's me

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    Sometimes when you go down the rabbit hole you get stuck in a side tunnel :confused:
     
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  12. EzE

    EzE VUP Guppy

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    This was a really obvious trend for me. I used to always do Easter and Xmas trips to Vegas cause it was not crowded. The couple years after the pandemic is was crowded with tons of families.
    Do they even collect the age of hotel guests? They do for players cards, but fairly sure they never asked for my birthdate for a reservation.
     
  13. leo21

    leo21 VIP Whale

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    They have been targeting younger visitors since the millennials came out of college. Which I always thought as odd because Boomers women were their best demo and they never focused on Gen X. The student loan debt crisis was on the horizon - never understood why they figured younger visitors would have the cash to burn.
     
  14. smerrian

    smerrian View from Bally's

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    Information was collected by survey, not by hotels.
     
  15. EzE

    EzE VUP Guppy

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    Yet those same people with huge student loans and barely making enough had no issues blowing $10k on a concert…YOLO!
     
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  16. puttputtfc

    puttputtfc High-Roller

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    There are some younger people who have done quite well for themselves in the past few years. Those rascals are looser with money than us old farts and the kid who spends on hotels and clubs is just as valuable as the person who gambles the same amount. There's no chance of someone hitting a jackpot on a $1100 bottle of Grey Goose at the club. Jackpot means cash payout from the casino. Lucky in the casino and club are two different things.
     
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  17. MCann

    MCann I can't complain, but sometimes I still do...

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    Honestly, all the numbers provided can be explained by trends known to have been caused by pandemic. Obviously 2020 was a wild outlier, but it kept mostly older, highest risk folks at home, California was on pretty strict mandates for maybe a couple years and Vegas was the closest place to party or even eat with friends openly in public for some folks, and that became a well known thing to do, which seems to be sticking now that it matters less. It's like the new Catalina. I heard the number 40% from some official source last year (not 100% certain but I think it was an earnings call), as the SoCal crowd as percent of total visitors. With almost double the percentage of all visitors being "local" and increased numbers driving to Vegas, more of them would reasonably then bring children when it doesnt even cost extra and stays are likely shorter on average.

    I know quite a few folks my parents' age are still quite nervous about flying to this day, primarily for health reasons, and definitely don't want to be in strip crowds. And in addition to bringing more of the SoCal crowd in, some of the same things that brought them, kept others away, or brought fewer of them, less often. I'm currently paying about 100% more for airfare than in 2020 and before, and that's bringing me less often. Awful lot of healthier folks coming from other places didnt want to go unless or until they didnt have to wear a mask, and I dont recall more than a very small percentage of those being young people or SoCal people.

    It could be all kinds of other things, but one of the things I do for a living is trend analysis and poke holes in numbers, and figure out if I see a causation trend or not. All of these, to me, are inconclusive, because causation could be organic, pandemic, economic, political, and most likely is some combination of all of the above, in ratios that can't be accurately quantified through surveying unless the sample percent is extremely high (because the numbers would change every week and even day for small sample sets based on weather, events & happenings, geopolitical and social events, etc). In other words, surveying 10k people at the corner of Flamingo and LVB today would most likely give significantly different balance than surveying 10k other people in the same location and time during the rodeo, which would significantly differ from F1, pool season, etc etc. Too many variables and no constants.
     
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  18. zoobrew

    zoobrew VIP Whale

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    Which why I am sure that MGM, CET etc have teams of people like you analyzing the tons of in-house data, plus other external data that came be bought. It seems that their conclusion is that marketing to younger people is the way to go. They may be proven wrong, but until then expect more of the same.
     
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  19. tringlomane

    tringlomane STP Addicted Beer Snob

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    Definitely loopholes in the data collection, but still probably skewing a bit younger due to a bit of a pandemic hangover.

    It wouldn't shock me if a few of those younger California folks that ran to Vegas in 2020 still keep coming back even though prices have become a lot more unfriendly. I also think @MCann said it much better than I could.
     
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  20. Sgt_Shultz

    Sgt_Shultz If the phone doesn't ring it's me

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    IME many hotels will scan your ID at check in
    So along with linking your players card I would guess that most hotels know at least the primary guests age