Las Vegas Visitor Profile – Drop in Show Attendance Reflects Entertainment Behavior

The Las Vegas Convention and Visitors Authority released its 2016 annual Visitor Profile Study. Of note is the analysis of data regarding entertainment behavior by visitors to the destination.  Below are the excerpts regarding entertainment.

Just over one-half of visitors in 2016 attended shows during their current stay, a decline from the 2012 to 2015 time frame. More visitors saw big-name headliner shows and impersonator tribute shows than in the 2012–2014 time frame, and one in six visitors who saw shows saw a comedy show, a large increase from past years. Conversely, fewer visitors than in the past saw lounge acts. With a greater proportion of first time visitors who also were younger on average, the 2016 Las Vegas visitor was much more likely than recent past visitors to take part in a variety of activities in Las Vegas, including going to other paid attractions in Las Vegas, going to bars and lounges both inside hotel-casinos and freestanding, and going to a pool party or day club.

Fifty-two percent (52%) of visitors attended shows during their stay, down from past years.

In 2016, 43% of visitors who saw a show in Las Vegas went to a lounge act, down from 2012–2015 results. Thirtytwo percent (32%) went to a production or Broadwaytype show, up from 25% in 2013, but down from 41% last year. Twenty-four percent (24%) saw a headliner, up significantly from 14% in 2012, 13% in 2013, and 17% in 2014. Seventeen percent (17%) saw a comedy show (up from 2012–2015 results), 4% saw a magic show (down from 7% last year), 6% saw an impersonator/tribute show (up from 2012–2014 figures), and 8% saw a celebrity DJ.

Visitors who saw shows were asked how many shows of each type they saw. The average number of shows attended was highest for visitors who saw comedy revues (1.4, up from 2012–2015) or lounge acts (1.4, down from 2012–2014). Visitors saw an average of 1.2 production and Broadwaytype shows, 1.2 celebrity DJ shows, 1.1 headliners, 1.1 impersonators/tribute shows, and 1.0 magic shows.

Visitors who did not attend any shows while in Las Vegas were asked why. Forty-three percent (43%) said it was because they were too busy (down from 54% in 2012 and 61% in 2014). Thirty-six percent (36%) said they were not interested in shows (up from 29% in 2012 and 25% in 2014), 10% said the shows were too expensive (up from 7% in 2014), 3% said they were visiting with children (up from 1% in 2014) and 2% each said they came to Las Vegas only to gamble (not significantly different from previous years) or that they had already seen all the shows (up from 1% in 2014).

We asked all visitors if they had been to other Las Vegas attractions for which they had to pay, such as the theme parks, water parks or roller coasters. Thirty percent (30%) said yes, up significantly from 20% last year.

Visitors were asked if they visited nightclubs, bars or lounges while in Las Vegas. More than half (54%) said they had been to a no-cover hotel bar or lounge, 15% had been to a hotel nightclub that charged a cover fee, 20% had been to a nocover free-standing bar or lounge, 13% had been to a freestanding nightclub that charged a cover fee, and 11% had been to a pool party or day club. Responses to all of these items were significantly higher than they had been in each of the previous four years.

View the complete LVCVA 2016 Visitor Profile Study online.