Caesars Entertainment Pulls Plug On Its Blog, Formerly Pulse of Vegas

Caesars Entertainment has unceremoniously killed off its Total Vegas blog with zero fanfare. We’re pretty sure “unceremoniously” and “zero fanfare” mean the same thing, but we are emotionally distraught right now, so give us a break.

In 2012, the Caesars Entertainment blog—called the Pulse of Vegas blog at that time—was named the best corporate blog in the entire country.

We should know, we were the one who did the Pulse of Vegas blog.

Yes, that’s what the kids call a “humblebrag.” But sort of without the “humble” part.

Pulse of Vegas blog

It’s the end of an era all over again.

The Caesars Entertainment blog launched as Pulse of Vegas in 2009, then was redesigned in 2014 and rebranded to Total Vegas.

Over time, the Total Vegas blog became largely a repository for news releases and one-note promotional content. We honestly can’t recall the last time we saw someone sharing a story from the blog.

Basically, we suspect the Caesars blog ended without fanfare because it had so few fans.

The site’s old address results in a dreaded 404 error.

Caesars blog

All links to the former Caesars blog now redirect to the company’s main Web site. Because they want to see us openly weep.

A little inside baseball: Corporate blogs often experience a vicious cycle. Too few resources are devoted to content marketing, and if you don’t have the right people involved in oversight and execution (driven by passion, as the best blogs are), returns can be perceived as small. You also have to know how to measure results, as they aren’t always dollars.

When executives don’t see a return (content marketing isn’t really in their wheelhouse), they trim the budget further and a blog starts to take a back seat to other, more pressing, matters. The corporate blog becomes less relevant, reach and engagement wane and it doesn’t take an M.B.A. to see the writing on the wall.

It’s possible the demise of the Caesars blog was also the result of new ownership of the company. This move may have been one of those “synergies” (code for “cost-cutting”) Eldorado Resorts has talked about.

Total Vegas blog

There were some talented writers at the Total Vegas blog, but their talents were wasted. A lack of vision will do that.

While the Caesars Entertainment blog dropped off the map in recent years, we still have great memories of some content nobody else has floated, before or since.

One item that leaps to mind was an April Fools’ story about Caesars Entertainment purchasing the Grand Canyon. We were shocked the then-CEO of Caesars, Gary Loveman, signed on and even approved a quote for the story.

That was followed up by stories with the headlines “Flamingo Pool Shark Startles Some Hotel Guests” and “Las Vegas Casinos Will Enforce High-Five Ban.”

We also did a story about alternative ways of using your hotel shower cap. Not your typical casino marketing, to say the least.

Those were the days.

Mac King shower cap

We love you, Mac King. No goldfish or magicians were harmed in the taking of this photo.

The Pulse of Vegas blog was a noble experiment, but the fact is Caesars Entertainment didn’t quite know what to make of it. The tone was snarky, and while many companies embrace humor in their social media channels, Caesars not so much.

Because we suspected Caesars might balk at the blog’s unconventional voice, we wrote 100 posts before it ever went live. We figured at that point, it would be tough to justify trying to water down the irreverent tone.

The Pulse of Vegas blog also broke ground in that it veered away from overtly selling anything. The focus was on providing value and entertaining readers.

One of the biggest mistakes companies make in social marketing is constantly talking about themselves. (For example, the “Total Vegas” blog name was disingenuous because the blog wasn’t about Las Vegas, it was almost exclusively about Caesars Entertainment. They were doing “total” wrong.)

In that vein, we once wrote a blog post congratulating the Circus Circus steakhouse on its anniversary. It was an SEO (search engine optimization) strategy to lure visitors searching for information about the best Las Vegas steakhouses. The problem: Circus Circus and its steakhouse aren’t owned by Caesars Entertainment. In one meeting, we thought someone’s head might actually explode.

The Pulse of Vegas blog may have been a tad ahead of its time.

Don’t get us started about how much search traffic Caesars Entertainment is losing by removing its blog content—hundreds of search term rich articles and thousands of photos—entirely.

Our time at the helm of the Caesars Entertainment blog ended in July 2013. Let’s chalk it up to “creative differences.”

O'Sheas Lucky

We feel like Lucky when O’Sheas closed.

We will always have memories of the crazy stories and resulting buzz. We’ll always have fond memories of the small band of troublemakers who handled the site’s technical side and design. They were our biggest cheerleaders and truly understood what blogging could and did do, at least for a time.

While the blog is no longer accessible on the Caesars Entertainment Web site, there’s always the Wayback Machine. It’s fugly, but at least our precious words haven’t just disappeared into the ether.

Just search “http://blog.totalrewards.com.”

For posterity, the final Tweet from the Total Vegas Blog was Dec. 16, 2020. The blog’s last Facebook post was Dec. 20, 2020. They didn’t even bid us “adios.”

On the bright side, without the Caesars Entertainment blog, there probably wouldn’t be a Vital Vegas blog, as that’s where we discovered our love of both blogging and stirring up shit.

The rise and fall of the Caesars Entertainment blog could serve as a blueprint for what can go right and wrong with a corporate blog.

Blogs can humanize a giant company, raise brand awareness and keep existing customers engaged while attracting new ones.

If done right, corporate blogs can drive the online conversation and create a community rather than treating people like “market segments.” They can help a company to stand out, to swim past the breakers in a tsunami of digital marketing froth. No wonder we’ve won so many awards, humblebragwise.

Corporate blogs are the art of marketing without marketing.

POV blog Caesars

For one brief shining moment there was nonsense.

We’re saying all this because so many Las Vegas casinos are missing the boat. They treat social media, including blogging, like advertising. Even worse, like public relations. There’s little interest in sparking conversation or providing entertaining content that gets people excited about their resorts or amenities.

At one time, the Caesars Entertainment blog was seen as a breath of fresh air, and all these years later, Vegas casinos still haven’t figured out content marketing isn’t what’s next, it’s already here. It’s just happening without them.

It’s bittersweet saying goodbye to the Caesars Entertainment blog. Not so much because of what it had become, but because of what it could have been.

12 thoughts on “Caesars Entertainment Pulls Plug On Its Blog, Formerly Pulse of Vegas

  1. Vegas Fan

    I used to follow Vegas Chatter and Robin Leach’s blog, Vegas Deluxe?!? Also got a lot of awesome info from Anthony Curtis.

    Reply
  2. John Roth

    Guys, this is called ‘cornoring the market’ which you have done without lifting a finger. May I suggest that you collectively think about everything they reviewed on the former blog and incorporate anything critical to Caesars into Vital Vegas. If there was a way for Caesar’s customers to check their rewards accounts, an expert coder could incorporate the interface page without exposing customer info to you or hackers. You could offer an exchange of covering their PR for incorporating the rewards interface and promo features by properties for allowing you to sell entertainment tickets on commission. With Hamilton coming to Planet Hollywood, there are ticket sales and big commissions you guys could collect on that show and all entertainment at Caesar’s properties, limited only by your imagination which this writer knows is expansive.

    You know guys, with Las Vegas properties reorganizing to save big administrative bucks, I encourage you to think about what you can offer every property and holding companies like Caesars and MGM. Having spent most of my life in radio, TV and ad agency ownership, I feel like companies like yours, which knows the Vegas landscape and the players, can morph into reincarnated companies that offer much needed services, while becoming cash flow machines.

    And there is upside to this plan. This would put you closer to resort management, enabling you to get even more advanced information about coming attractions. If you think big enough, you might be better off splitting into two entities to please everyone you deal with, including yourself and your staff.

    There’s a lot more, if you want to chat. 😎

    Reply
  3. Allan Rogers

    Fantastic post Scott! I’ll never forget how those first meetings where we pitched this were received with befuddlement. It’s truly rare for a company to give so much leash to their corporate voice. I don’t think I’ve seen very many companies who have successfully created content like that. Great memories and we learned a TON. Too bad so many companies will not learn from it.

    Reply
  4. FYMYAWF

    Aside from the lack of corporate understanding of what a good blog should be, as you mentioned, I think the biggest issue these days with blogs is getting user engagement.

    Everyone these days is so dumbed down to the Twitter and Facebook 3-sentence post, getting someone to read anything more than a couple paragraphs seems to be like pulling teeth. The golden days of everyone having a blog or at least a Tumblr and getting any traction with them seems to be gone.

    Twitter is great, your feed is an example, but the marketing from the big companies now has to be so brand focused because you can only hit people 4-5 times a day before they unfollow you for “Tweetstorming”.

    I love a good long read and hope the format of this blog sticks around, though I know you probably get and ungodly larger response and view rate from Twitter.

    Reply
  5. Jp

    Won’t be the last plug ElDiablo will pull…say goodbye to decent pours, buffets, Laurel Lounges and comps.

    Reply
    1. Scott Roeben Post author

      Thank you. They did what companies do with blogs, if they’re even sophisticated enough to have them at all. I suspect this one could be back. I’d love to see something fun, but big, public companies have a lot of constraints. I got away with a lot because for most of the time I did the blog, they didn’t really know they had one. It was a victim of its own success as it got on the radar.

      Reply
  6. JP

    Why does Caesars need advertising? I can’t imagine why people aren’t flocking to Caesars properties already. What more could you ask for than watered down drinks, no value priced places to eat as they cut buffets for good, fees for everything, and no real rewards with their “rewards program”. I mean sign me up over the other nicer casinos in Vegas with more amenities and better customer service.

    Reply
  7. Bill Hampshire

    Flacking for corporations is a miserable aspiration.
    Here, for you own benefit, I offer the late great Bill Hicks:

    Reply
  8. project design

    NEWSFLASH…..
    Caesars and MGM/Sands/Wynn are not in charge, they only appear to be!
    They have never been more barefoot and pregnant, You Tubers are only at the beginning of crushing it, and crushing it they are…..holding feet to the fire….Brian Christopher, Pompsie getting a 15k room for free, Pinball Hall of Fame getting a 80k check hand delivered and another 34 year old pod-caster scolding businesses and gov. in a very sincere and honest way <~~~You Tube all in last 30 days!

    Reply
  9. Garry

    Once they relocated the Flamingo shark to the pond at Westgate’s Benihana ; Vegas has never been the same.

    Reply

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