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The mega-resort concept on the Las Vegas Strip has long served as a proponent behind the city’s tourism success. One could credit its continuous evolution and introduction of new properties as the catalyst behind the Strip’s prominence in pop culture.

On the other hand, one may also argue that downtown’s lack of new choices garners extra attention in the Strip’s favor.

Insert Circa Resort & Casino, the first “built from scratch” casino in the Downtown area in about 40 years. The venue, sitting on the corner of Main and Fremont Streets, boasts remarkable new amenities geared towards accentuating the guest experience. However, the “if you build it, they will come” mantra isn’t necessarily a prudent business model. Marketing plays a crucial role in developing something new.

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Mike Dini, the Director of Marketing for Circa, said Circa’s theme gives a nod to Las Vegas in a historical context.

“Circa represents all eras from Las Vegas’ history,” Dini said. “You see that in architecture, through the materials used to decorate it. From 1900-2020–everything is blended in. This is an homage to the men and women who built Las Vegas.”

Sweat and labor certainly factor into what the city has become. However, many will argue that Las Vegas’ identity centers around the people; especially the people visiting the establishment. Circa is taking steps to keep players within the presence of mind.

“Club One” is a reward program linking Circa, Golden Gate, and the D. With Circa joining the party, Club One now integrates various tier statuses: Legend, Maverick and Gambler. According to Dini, some perks for Circa include line passes, and free parking in the Garage Mahal for higher tiers with eventual plans to include retail such as hotel stay and restaurant credit.

Through the course of Circa’s social media campaign, eager players have wanted to know if their tier status from other Vegas venues such as MLife and Caesars Rewards will be matched at Circa.

“We will conduct our re-tier elevation on Jan. 3,” Dini said. “At that time, we will also begin tier matching.”

Another concept generating buzz is the notion of an adult-only venue, in Las Vegas. Dini cautioned against characterizing it as “adult-only,” but spoke to the unique “21-plus experience.”

“It is a refuge from the day-to-day hustle of life, a place to reconnect,” he said. “We wanted guests to have another option that was more relaxing for adults, but we still want to accommodate families by giving them options at our two other hotels.”

Dini was asked about whether or not Circa could compete with offerings on the Strip. The focus is less on competition and more on providing a good vibe.

“I don’t think we were trying to compete with the Strip,” he said. “For those making the commitment to stop by, we’re going to make a commitment back to you in providing the best possible time while you’re here. We are service oriented, and we want to make sure everyone has a solid experience.”

About the Author

Sebastian Ross

Sebastian Ross covers casino promotions and the Las Vegas gaming industry scene for Gaming Today. The Las Vegas native currently attends the William S. Boyd School of Law at UNLV.

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