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IMAGINE EXHIBITIONS


The excellent Real Bodies exhibition


exhibition that has some kind of entertainment value, some kind of experience. REAL BODIES might not be what you think of as traditional entertainment, but you leave it and say ‘wow!’ We’ve been successful with a good gut instinct about what people like in general, because everybody goes to Las Vegas. It’s a cross-section of America, and the world to an extent. A successful show from a different market still makes sense in Las Vegas. There are certain casinos that might work for


certain type of exhibitions. Like a Beatles exhibit might work best at the Mirage because of the Cirque du Soleil show there. A high-end art show might make more sense at the Wynn, the Bellagio, or even the Venetian. Some exhibits might fit better at specific casinos, though you can take almost any exhibition the public is interested in and open it at any hotel. A Cirque exhibit would work at any MGM property. If people are interested, they will walk across the street. The only property that drives a particular demographic is probably Circus Circus, which is for families because there is so much more for the kids to do. Otherwise, with a good concept, a reasonable ticket price, and a reasonable venue arrangement, you can be financially successful in any property. Where it’s located is less important than how well you present and market it. Those are the two key elements.


CI: I know you do a lot of your own 44 FEBRUARY 2017


demographic research on your guests – who is your typical exhibition-goer? TZ: Exhibition-goers are typically middle-income or


above, they’re educated, and they’re of an age that makes them a good player for most casinos. The younger audience in Vegas is there to party, which the casinos benefit from of course, but our people are usually a little more established. Our demo is a good client for a casino to have in their property. We can cross over many lines with our demographic.


CI: Does the casino have to do anything for the


exhibitions – provide staff, for example? TZ: We do everything – we design it, build it, install it, and operate it. In many properties, where they have existing ticketing systems which can allow a guest to room charge, for example, we usually use their ticketing system. It’s easier to integrate. The person taking your ticket in that case would probably be a casino employee. Sometimes we rent space from the casino, sometimes we get a flat fee or a revenue share. We have many business models but it is always a partnership. We want the casino to be successful because if it works, they’re going to want to do another one. We have a solid history of proven successes with this concept in Las Vegas, Singapore, and Atlantic City. This is something every casino should look at, all over the world.

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