Why Do Casinos Get Rid of Their Themes?

The answer to the QoD about the Orleans buffet mentioned the “de-theming" of the Orleans. I hadn't heard anything about this before, so what’s going on, and why? I can’t imagine any casino benefiting from de-theming unless the theme is something that’s become in disfavor, such as maybe exploitation of American Indians, or something that insults women or an ethnic or racial group, a la ‘It’s a Small World’ at Disneyland.

It’s far more a question of fashion than race or politics.

Themed casinos represent a smallish slice of Las Vegas history, beginning with The Mirage in 1989 and ending with the ill-fated New Aladdin in 2000. (The Arabian Nights-themed latter did become a political hot potato after the September 11 attacks.) The theming trend roughly coincides with the era of “family-friendly” Vegas, about which you don’t hear much anymore. By the turn of the millennium, theming had been reduced to a sprinkling of exotic "atmosphere," as you see at Mandalay Bay and Bellagio.

The casino industry tends to operate by herd mentality and when Steve Wynn hit pay dirt with The Mirage, there was a rush to pump out themed casinos. The main imitator was Circus Circus Enterprises, which gave us Excalibur (1990) and Luxor (1993). Kirk Kerkorian also got into the act with MGM Grand, initially done in an “Emerald City” motif and heavily adorned with souvenirs of the Metro-Goldwyn-Mayer movie studio’s history. Boyd Gaming’s The Orleans debut in1996.

One of the most heavily themed casinos, New York-New York (1997) was a joint venture between Gary Primm and MGM.

Then there was Sheldon Adelson’s Venetian (1999), designed in what the super-mogul described as “excruciating detail” in imitation of La Serenissima.

The problem with theming a casino is that, once the theme goes stale, it’s hellishly hard to remove. Just think of Circus Circus. Playboy magazine once termed Excalibur “tacky even by Vegas standards,” but how do you un-theme something that's been Camelot-ed to the nth degree? (We like the idea, suggested recently, of making it a Game of Thrones-themed casino — but only so long as it includes a Cersei & Jaime Lannister Bridal Suite.)

There can also be unwanted cultural repercussions. The lion’s-mouth portal to MGM Grand had to be replaced, no doubt expensively, after international clients balked at using it. (In some cultures, entering the lion’s mouth was equated with death.) Similarly, Luxor's pyramid was modeled on a tomb. Cultural problems ensued, resulting in the construction of a second more conventional hotel tower next door. When MGM added the Titanic and Bodies exhibitions to Luxor, it became Las Vegas’ only death-themed casino, more morbid connotations.

MGM is planning revisions to its “Mandalay mile,” which includes Luxor and Excalibur — MGM having absorbed Circus Circus Enterprises/Mandalay Resort Group in 2004 — but no drastic de-theming is planned. In truth, it would be impossible to do it without leveling the resorts outright.

Locals casinos, however, are getting onto the de-theming bandwagon. Boyd Gaming is taking as much Big Easy as possible out of The Orleans and Station Casinos has started playing down its railroad theme, starting with its oldest resort, Palace Station, which when all is said and done will probably change beyond recognition. Station’s newest properties, Green Valley Ranch and Red Rock Resort, did away with theming altogether. On the Strip, the wave of megaresorts that came limping through the Great Recession, mainly Aria and Cosmopolitan, were quite devoid of theming, preferring displays of public art and dramatic modernist architecture.

As for offending Native Americans, women, and ethnic minorities, the only color that matters is the green of your money and, as long as they continue to turn a profit, themed casinos will continue to avoid a date with dynamite. In fact, the accelerated aging process of a themed casino has given them a second lease as havens for the bargain-conscious visitor. Even now-lowly Circus Circus has found a new lease on life now that MGM Resorts International has studied its player demographic and found it to be hugely popular with Latino tourists. It’s proof again that one man’s trash is another man’s Treasure Island.

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[email protected] Sep-22-2017

I'll miss the alligators!

Sigh. I suppose that the alligator statues will be taken down at the inside of the front entrance of the Orleans, as well as the gator handles on the front doors?

Sandra Ritter Sep-22-2017

It's a Small World

What's the problem with It's a Small World?

Susan Johnson Sep-22-2017

It's all for the next generation!

I happened to be at the Orleans for the opening of the new buffet.  The night before I actually talked to Sean Tanner, Boyd's designer.  As we talked about the new concept and the de-themeing  of the Casinos, he said that the Orleans will still be the Orleans and that not all of the themed elements would be removed.  I replied that as long as the play remains good, they will keep us as customers.  He acknowledged that Boyd understands their position as a "locals" casino.  I compared the food offerings as going "upscale" as Chicago just did with Midway airport. (Those of you from Chicago know what I mean!)    Who wants to pay higher prices, the millennials will, he replied.  But, it's the boomers with all the money to spend, to which he didn't have much of a reply.  Overall, we were not impressed with the food offerings.  
However, it was the first day so I am looking forward to hearing some other opinions.

Roseann Sep-22-2017

Orleans

Please I beg of them not to get rid of the Big Al's Oyster House restaurant it's a wonderful restaurant the Clam Chowder and Jumbalaya is outstanding etc etc etc all of it is GREAT!!!!!

Susan Johnson Sep-22-2017

More buffet notes...

 And don't request a booth if you're not a skinny-mini!  The table is so wide that I couldn't swivel sideways to get up.  I am 20 pounds overweight, 5'6", so not too unusual for a casino patron.  More that one couple changed seats from a booth to a table while we were there.  The tables were not as crowded together as the previous floor plan and the beverage stations were put off to each side.  Seating areas were sectioned and the overall sound level was greatly reduced from before.  The overall design was visually appealing.  Handicap note: The opening day was Wednesday, Young at Heart day.  So plenty of older customers.  As we waited in line for breakfast, 2 customers (not in wheelchairs) found that there was no handicap entrance.  The host let them sit by the cashier until the spot she marked in the line made it's way to the cashier.  It was an awkward arrangement, so I hope they've improved that procedure.  The cattle run is large enough to accommodate a wheelchair.

Jared Sep-22-2017

Theming

I've said it before and I'll say it again, if you don't have theming than what's the difference between Vegas and your local casino and why come here? When Las Vegas was in its prime, before theming or maybe right up until the beginning, casinos in other places were scarce. Now, there is almost a casino within driving distance of anywhere someone lives. So why come to Vegas if not to see the spectacle? Every city has big, beautiful hotels. So you can gamble in ours. Big deal! Theming is one of the few things left that makes Vegas different from other places. Or maybe it's the resort fees, parking fees, taxes on fees, etc....

Stewart Ethier Sep-22-2017

Caesars Palace

No mention of Caesars Palace, a theme that has worked for over 50 years.

Stephen Sep-22-2017

Who made who?

You state in your story that Circus Circus was the main imitator of the Mirage.  It is worth mentioning that the founder of Circus Circus, Jay Sarno, previously built Caesars Palace, the first theme mega-resort (not the Mirage).

O2bnVegas Sep-22-2017

De-theming

First Las Vegas trip 1987, already well-established pre-Mirage 'themed' hotel/casinos included: The Sahara (Arabian theme), Circus Circus, Silver Slipper (the 'diamond-studded' high heeled shoe exterior), Stardust, Frontier, Riviera, Holiday Casino (Riverboat theme complete with smokestacks loudly tooting periodically; later to become Harrah's), The Flamingo, Barbary Coast, Caesars (Roman theme), The Dunes (Arabian theme again) the Aladdin (the original one, gold Aladdin's lamp atop the hotel), others.  Downtown had the Golden Nugget, Horseshoe, Four Queens, and others suggestive of the old West/saloon themes.  The place was a regular Disney World, one 'attraction' after another, vacation fantasy apart from the dream of striking gold at a slot machine.  IMO it could be argued that Vegas is a theme in itself, the concentration of hotel/casinos, shows, eateries, tours, and general weirdness in one place, which could answer the question: Why bother coming to Vegas?

Luis Sep-22-2017

To Bad

Why tinker with something good. The Orleans is one of those places I do enjoy, and the Theme is part of it. Shure the Buffet isn't that great, but it's cheap and good enough, an update of the food oferings is a good thing,a refreshing of the buffet area is ok, but de-theming, nop, not a good thing. What's all the problem with themes?, I don't have a problem with themes. That's part of the charm, otherwise, why go to vegas when you have lots of de-themed casinos everywhere else. It's part of the vegas experience.

[email protected] Sep-22-2017

Themes

I have to admit I really miss all the themes.  They made Las Vegas a really unique place.  When I visited with first time family or friends we would spend two or three days exploring all the different resorts.  It was a lot of fun.  Now, most of the new resorts are just nice hotels like you could find in any big city in the world.  When I visit today I rarely go to any other properties unless it's for a show or a particular restaurant.  What made Las Vegas a truly unique destination is sadly going away.

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