When the sun rises over the Las Vegas Strip, visitors have a few choices. They can take a casino stroll, wandering from palatial resort to palatial resort to ogle faux Roman statuary, whimsical flower arrangements and the bluest of canals. They can shop the day away, browsing European fashion houses, kitschy souvenir shops and every mall store known to man. They can gamble, sit by the pool, go to a spa or try to sleep off last night's hangover before starting on a new one. Or, as of Feb. 15, they can take a mixology master class with the bar staff at Bound at the Cromwell.
The class is part of Caesars Entertainment's new Vegas Curated lineup, a series of five different interactive experiences at the Cromwell, Linq and Flamingo.
The 30-minute cocktail workshop ($80) introduces guests to the principal components of drink mixing and includes a tasting of four different cocktails. Participants choose their favorite, then try to re-create it, shaking up a drink under the staff's supervision. There's also a cicerone-guided beer tasting ($42) at the Book at the Linq; a flair bartending class ($49) at Flamingo's Bird Bar; a two-hour, behind-the-scenes walking tour that explores the Flamingo's wild history ($49); and a cooking class with the chefs of Giada at the Cromwell ($189), where visitors will learn to prepare a four-course menu of the TV personality's classics.
The new lineup of educational activities was born out of Caesars Entertainment's Leadership Summit, where team members broke up into teams for a "Shark Tank"-style competition to create new initiatives for the company.
"This was one of the "Shark Tank" ideas that came out of last year," said Jared Rapier, vice president of hospitality marketing for Caesars Entertainment. He added that the program is based around the idea of adapting a cruise director role for a Las Vegas casino, someone to steer visitors toward activities they might want to try or just create a party inside a particular bar or venue.
With Vegas visitor habits changing, the company saw an opportunity to offer something new and experiential to guests.
"We get more of our revenue now from nongaming than we do gaming," said Rapier. "It used to be people would head out on vacation and come back with a shot glass or a picture frame. Now more than ever people are looking for moments that they can share as their souvenirs."
Caesars isn't the only company to recognize that change. Wynn Las Vegas launched its Master Class series in 2017, and more than 1,200 people have attended a class since then. Most classes are 60% visitors and 40% locals, signing up for courses like a hands-on Chocolate Master Class ($150) with executive pastry chef Patrice Caillot or Vintner for a Day, a wine-blending workshop and dinner at Lakeside ($195) with Justin Vineyards master sommelier Joseph Spellman.
Rapier said the current schedule of Vegas Curated experiences is a pilot program, testing out the model, demand, customer response and scheduling. Bookable online, the classes will likely adjust somewhat as the company reacts to feedback on the program. And the course catalogue is expected to grow, too.
"The intent would be that, once successful, this would roll out to the remaining properties, as well," Rapier said.