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Las Vegas Tourism: Investing in Sports, What's New at The Sphere
05.05.2024 - 15:25 / skift.com / Dawit Habtemariam
The Sphere in Las Vegas is going to host its first sports event: the NHL Draft. That’s just one of the expanding uses of the immersive experiences venue, said Steve Hill, CEO and president of the Las Vegas Convention and Visitors Authority.
In that spirit, Las Vegas is also expanding its events. Earlier this year, it hosted its first Super Bowl. Last fall, it hosted a Formula One Grand Prix. And there’s more to come.
Hill spoke with Skift about those and other trends.
Why did you sign a $500,000 sponsorship for the NHL to host the draft at The Sphere?
It’s a high-profile event. And frankly, the profile of anything you do at the Sphere goes up. We’ve had a long partnership with the NHL.
We have an opportunity with the NHL to kind of just elevate the entire draft experience and help it take the next step up. Having it at the Sphere in Vegas and what they’ll be able to do on the exterior and the interior of the Sphere during the event, I think is going to draw a lot of eyeballs to Las Vegas, which is a lot of what we’re about.
This will be the Sphere’s first sporting event.
It will be. There’s going to be a UFC fight after. The uses of the Sphere are expanding. Hewlett-Packard’s doing a conference in town this year, and they are using the Sphere for keynote addresses at that conference.
The concerts and the movies are the core of what the Sphere does, but it’s a big stage. Anything you do on that stage, the Sphere’s going to be open to working with you doing that.
What other sponsorships and marketing campaigns do you have in the works?
In 2023, we sponsored around 60 events. So lots of stuff happening all the time. Some of them, they’re here in Vegas on an annual basis or on a repetitive, regular basis.
Las Vegas recently hosted Formula One and its first Super Bowl. Formula One has two stories, one was it was a big economic success for some and the other was the construction for the circuit disrupted the lives of locals. How did the Super Bowl play out?
The fact that it wasn’t on the streets of Las Vegas just makes it a less, understandably less disruptive thing. But it way over-performed expectations. We had some pretty high expectations and it ran right past it. We had projected going into it that it would have somewhere between a $600 and $700 million incremental economic impact.
When the Super Bowl is being played in other cities, Las Vegas is full because everybody loves coming to Las Vegas to take part in Super Bowl watch parties and gamble.
You’ll see economic impacts from other cities that are higher, but that’s because they’re counting from zero. We’re not. We’re saying, okay, the city’s going to be full, people are going to spend their normal way. Now, how much more does the
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