The last Strip resort to remain closed, The Cromwell Hotel Las Vegas, expected to reopen for adults only on October 29. Parent company, Caesars Entertainment Inc., said the boutique property’s hotel and gaming floor will operate seven days a week.
Josh Swissman, founding partner of Las Vegas gaming and hospitality consulting firm The Strategy Organization, said the new emphasis works well for a small location with a focus on its casino.
“There’s no better time to reinvent yourself,” Swissman said.
The policy change marks The Cromwell as the first Strip resort to institute such a plan. The all-new Circa Casino Resort in downtown Las Vegas has a similar age 21 and older rule.
“While Circa has said they are focused on the same 21-plus crowd, we will have to see if this is a long term play or something that is focused on the current climate. I’d view it was a test more than a trend,” Bussman said in CDC Gaming Reports.
For The Cromwell, the adults only theme is an edge other properties do not have post-Covid in the same way Park MGM reopened smoke free, said Brendan Bussmann, director of government affairs for Las Vegas-based Global Market Advisors, according to the Las Vegas Review-Journal.
“Cromwell sees a niche here,” Bussmann said. “It’s listening to customers, and now’s the most important time … to listen to customers to get the faith back up from tourists.”
Caesars picked the ideal casino to test the model, given its past history as Bill’s Gamblin’ Hall and Saloon before it was renovated in 2014. The property still has in-demand gaming offerings, including single zero roulette, double-deck blackjack, “EZ Baccarat” and 100-times odds on craps.
“They have a lot of the… offerings that savvy gamblers seek out,” Swissman said. “It only makes sense that a place that embraces the gambling experience as much as The Cromwell does makes an all-adult move.”
Given the less than stellar outlook of the city’s convention business (and) travel in the near future, it isn’t surprising to come up with a targeted market, said Mehmet Erdem, an associate professor at UNLV’s college of hospitality.
Then there’s brand differentiation, said Nehme E. Abouzeid, president of consulting firm LaunchVegas.
“It allows Caesars to segment its database and put compelling marketing offers in people’s hands, especially as the city tries to build back up its occupancy,” he said.
The lone part of The Cromwell to permit patrons under age 21 will be GIADA, the restaurant run by Giada De Laurentiis. Cromwell General Manager Ken Janssen said guests expect a focus on “hospitality, amenities, and personalized service.”