In a bold admission likely to send shock waves through the Las Vegas hotel and gaming industry, a prominent casino executive has confessed what many have speculated, saying, “Naming things is hard.”
In recent years, Las Vegas hotels have seemingly given up trying to be creative in naming their restaurants, bars and other venues. Instead, they’ve begun simply naming these venues what they are.
One high-ranking casino executive, who asked he remain anonymous for fear of reprisals, admits the hotels have collectively hit a creative wall.
The executive states, “Let’s face it. We have a lot of things to name. It seems like there’s a new bar or restaurant every week in Las Vegas. You do the math.”
He continues, “Good names can be an economic burden as well. Nobody owns the word ‘buffet.’ It’s in the public domain, so we can avoid having to pay licensing fees. That Quad name? A name that clever is costing them a fortune, believe me. THEhotel? Pretty much free.”
The practice of naming things what they are isn’t just limited to The Strip, of course.
Some critics have suggested Las Vegas hotels are taking the easy way out, settling for obvious, mundane names rather than investing intellectual capital in more creative, engaging alternatives.
“Those people don’t know what we’re up against,” says our source. “We’ve seen this time and time again. Creativity can backfire. We’re not here to be creative. We’re not Cirque performers. We’re here to make money. And time is money. When you call something what it is, you save a lot of time.”
The casino executive adds, “And another thing, Las Vegas is an international destination. Non-English speakers don’t need their visits complicated by words they don’t understand.”
After we pointed out that the venues named-what-they-are have been given names in English, the executive mumbled something along the lines of, “These are tough economic times.”
The executive was unable to provide additional clarification.