I vaguely remember that night in April 2016, and it wasn't much different than tonight.
It's January 2019. I'm sitting in the same spot I was nearly three years ago. I can't promise, but in late April of 2016 there likely wasn't much snow on the ground outside my Minnesota home. And here I am in the dead of winter nearly three years later, and there are scant traces of snow. It has been a weird winter here in the cold north.
It was a weeknight in 2016 when I was sitting at the computer, later than I should have been, and reading breaking news from the Vital Vegas blog about the sale of downtown properties to the brothers Stevens. I wrote an instant response to that late evening blog post, much to the surprise of the blog's author. (I'll take praise anywhere I can get it.) And, as I'm wont to do, I provided a copy editing recommendation. (That's something only us writers understand.)
It has been nearly three years since news broke that we were losing a couple of tiny grind joints, a dying-on-the-vine casino and a dingy strip club. (That's what everyone tells me. I am proud to say I never saw the interior for myself.) Nearly three years later I'm typing on the same laptop computer about the future of downtown, and sitting in the same seat.
I can pretend to have Vegas insight, but I'm just speculating, along with everyone else. Yet there's one thing I'm confident of, the brothers Stevens are going to hit a home run if they follow through with the plans they've announced earlier this evening.
I'm still unclear why the name makes sense, but the former site of the Las Vegas Club, and other adjacent businesses, will be a new casino resort known as Circa. New rooms, new amenities and lots of uncheap booze will soon occupy the vacant lot at the west end of downtown Vegas. It's probably not for me, but I like it nonetheless.
The basic concept of the new project surprises no one.
You don't build a new property to cater to low rollers, and you don't build a new property downtown that replicates everything already offered in the business district. Therefore you end up with the plans unveiled earlier this evening, a new resort named Circa.
Nothing about this announcement surprises me. As I noted, you don't build a new resort and hope to attract low rollers with simple, cheap rooms and sparse amenities. Given downtown casinos don't have the luxury of grandiose features that their strip counterparts do, building anew allows the brothers Stevens to design a sports book that is unmatched downtown. (It will be the largest anywhere, allegedly.) I've never sensed that sports books are the most lucrative element of the casino, but they generate a lot of traffic, and one of the keys to success is getting people in the door. Circa will accomplish that.
The elaborate sports book doesn't appeal to me, as I'm not one to spend hours in an area dedicated to wagering on sports. I make an occasional sports bet when I'm in Vegas, but it's a tiny part of my Vegas vacation.
Other major amenities planned for Circa include an elaborate pool and a spa. I suspect both of these will be smashing successes as well.
Neither element is a surprise. It has been known that the elaborate, multi-tiered pool area Circa promises has been on the Stevens radar all along. And why not? I've never understood the appeal of a "day club," but plenty of strip casinos market the hell out of the concept, and the people who favor such an atmosphere are willing to pay plenty for the privilege.
The strip casinos wouldn't bother with turning their pools into day clubs if they didn't generate meaningful cash. Although I've never experienced the preciousness of a day club, I know people drop a lot of cash for the privilege of enjoying a manufactured party in a pool. The concept wouldn't have appealed to me 20 years ago, and surprisingly doesn't appeal to me now. But I sense plenty of people who like the downtown vibe are interested in turning their afternoon in the sun into a raucous, lustful party. And the brothers Stevens are wisely banking on it. When people are willing to pay approximately $180 per case of beer at a fancy pool on the strip, I'd try to get a piece of that action, too.
There's no question the pool scene downtown is lackluster. This brings an element of the strip to downtown Vegas. I don't expect thousands to follow, but I wouldn't be surprised to see a healthy crowd dropping fat stacks of greenbacks on expensive handcrafted cocktails served by the pool. You can't put a price on that!
Like pools, spas are a foreign concept downtown. I get it, most of us who stay downtown aren't looking for the fanciest amenities, and there would be far more options buried within the bowels of the Plaza or the upstairs floors of El Cortez if the demand was there. (Instead we get Happy Feet on level 2 of ElCo.) But you can't attract a high-end crowd to find its way to your high-end resort if there's nothing for them to dump all that discretionary cash that lines their pockets. A top-notch spa will garner plenty of fans, even if the Golden Nugget is already catering to that clientele.
My biggest disappointment is that I didn't hear anything about a fancy or exclusive showroom. I know we have a few showrooms in Vegas, and they're not exactly hotbeds of entertainment. Nobody seems to have the space to dedicate to a major production the way the strip properties to, and the downtown crowd doesn't seem to be particularly hungry for anything more than a free movie stage. So I can't say I'm not surprised that a major showroom is not part of the announcement. There are places for such shows, and Circa clearly isn't one of them.
So how successful will Circa be? It's no secret Vegas has been taking it on the chin in recent years. Increased resort fees, parking fees on the strip, high-buck bottled domestic beers at fancy casinos less favorable gambling conditions are not helping the city's image. And Circa is not the only project in development at the moment.
But for all the disappointment Vegas delivers with each passing year, nothing is replacing it. People may choose to gamble closer to home more often. And they may choose to visit other cities. But few places are cheap to visit, and for all the ways online commerce has changed the world we live in, virtual vacations are not a thing. People need to go somewhere to enjoy life, whatever the cost. Vegas still delivers incredible value. And for those who can afford more than value when they travel, (perhaps that will be me some day,) Vegas still holds a lot of appeal, despite its sins.
Circa won't be a license to print money, but plenty of people have plenty of cash to spend, as Vegas proves year after year. And there's enough of those folks willing to spend it downtown, I'm certain. Every hotel has high-end accommodations, but only the Golden Nugget markets that vibe from top to bottom. I don't think the addition of Circa is going to oversaturate that market. And the brothers Stevens are wisely positioned to pounce on that.
Nothing is foolproof, or impervious to the woes of our economy, but Circa is the downtown opportunity that nobody has jumped on, until now.
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