Build the Experience

Macau wants to be famous for gaming, entertainment, family-friendly activities, and now nightlife. Is the rebrand becoming too varied? In 2003, Las Vegas changed the city’s slogan to ‘What Happens in Vegas, Stays in Vegas,’ a slogan encompassing feelings of intrigue and excitement. As Macau continues to find categories that it wants to be known for we are still missing one united message to tourists and we should concentrate on providing a once in a lifetime experience. If nightlife is truly a new goal, we need to examine what makes other cities popular in creating a party atmosphere to decide if Macau can keep up. One of the key elements of all cities proclaiming themselves as the ‘party capital of the world’ or ‘nightlife capital of the world’ is that partying and drinking are day-long activities that carry on into the evening. In Macau, the vibe in casinos is mostly serious. In Monaco and Las Vegas, tourists are imbibing alcohol from the moment they enter the casino and whether they win or lose at the tables they want to continue the party long into the night. Las Vegas has such a strong celebratory brand that the party begins on the plane to McCarran Airport; and continues when they land. They step into airport terminals where they find slot machines, bars, and see live entertainment billboards everywhere. The Las Vegas Strip is a continuous party of jovial visitors excited by the buffet of opportunities for dining, nightlife, shows, and of course, gaming. The party doesn’t end until the tourist quite literally steps onto their plane going home. If Macau wants to be known for nightlife, the city needs to change its overall vibe. One way to perk up the tourists is to offer unlimited free parking at casinos and free alcoholic drinks when gambling. To keep the party atmosphere going into the night incentives should be offered to tourists and locals starting when they arrive at the casinos. As more international clubs consider opening branches in Macau they will look at Macau’s ability to attract party-seeking tourists. “Chinese gamblers who go to Macau don’t really enjoy their time there,” says Paco Chan, director of Pomo & Stone, a Hong Kong-based entertainment and talent booking agency. If the new Macau brand is to be synonymous with nightlife let’s find new ways to brand the 24-hour experience from the moment our tourists step into our town.