Resorts World Las Vegas is revving up its global marketing efforts as it readies for its June 24 debut, and though it may be an untested brand on the Strip, a hit parade of headliners is going to make sure you remember the name.
The $4.3 billion Resorts World, the first “original” property to open on the Strip in more than a decade, announced its inaugural entertainment lineup on Thursday in its first national brand campaign, dubbed “Stay Fabulous.” The debut roster is enough for six resorts—Celine Dion, Carrie Underwood, Katy Perry, Luke Bryan, Tiësto, and Zedd – and sends a message to Las Vegas, and the world, that the newest player on the Strip isn’t playing around.
Wake Up In Vegas, the Resorts World Way
Making the biggest splash is no doubt the modus operandi for Resorts World Las Vegas and its developer, Malaysia-based Genting Group. With 3,500 hotel Hilton-branded hotel rooms on nearly 88 acres of prime north-Strip land, it’s the largest U.S. property in the Genting portfolio, and the company is betting on those big names to fill its forthcoming concert and nightlife venues, including Zouk Nightclub and Ayu Dayclub, where Tiësto, and Zedd will be the featured headliners.
While the DJs should siphon sizable crowds from rival nightclubs, the quartet of Grammy and Billboard Music Award winners will likely garner the most Strip-side marquee space. Resorts World is signing Dion just two years removed from her hugely successful second residency at The Colosseum at Caesars Palace; Bryan and Underwood are both receiving their first Strip residencies after years of concert and awards show appearances; and Perry’s 2009 smash “Waking Up In Vegas” now seems prophetic in retrospect. Surely the song will be a highlight of the residency, if not the title.
The Golden Goose, Laid the Golden Egg
What’s still unknown is when the singers will perform. The property will have a 5,000-seat theater, but residency dates, and the lengths of the residencies, have yet to be announced. Still, the promise of big, bright stars will be a beacon for the resort, and a city that’s hungry for a comeback following a lost year in 2020.
“Stay Fabulous,” which has also been revealed as the Resorts World Las Vegas tagline, will run online and on streaming services, and also during the April 25 Academy Awards ceremony.