Hainan Airlines, one of China’s best, is gearing up to embark on its newest route; from Beijing to Las Vegas. While this is huge for the city of Las Vegas in general, it is even bigger news for one casino situated towards the end of The Strip. Lucky Dragon is exceptionally excited about the influx of Chinese tourists due to the fact that the casino caters to Asian—specifically Chinese—guests.
It is estimated, according to CBS News, that the Beijing—Las Vegas route will bring in more than $30 million in the first year alone. These are conservative estimates too, so there is no cap being put on how successful a venture this might end up being in the long-run.
If you have ever been to Las Vegas, you know full well that there is no shortage of tourists from Asia. While this is true, it is also a truth that many of these tourists can be labelled as high-rollers who come to Sin City to spend big and, hopefully, win big. As such, many of the most prominent Las Vegas casinos cater to high-rollers and high-stakes players from Asia. Understanding this, it may seem difficult to understand how Lucky Dragon might be able to capitalize on the fresh injection of Chinese tourists. The answer to this is that Lucky Dragon is taking a more holistic approach to catering to Asian guests.
Rather than focus solely on the players who have thousands upon thousands of Dollars to spend, they are focusing first and foremost on the growing number of middle-class Chinese citizens who are coming to Vegas to take in the sights and gamble on the casino floor. The number of people who can be termed “middle-class Chinese” has been growing rapidly in recent years, and now is as good a time as ever to capitalize on that.
Something interesting about Lucky Dragon is that they do well to completely abandon Western themes. Instead, the casino and its amenities are set up in such a way that Chinese guests will feel right at home. In addition to native-speaking dealers, the casino will feature food and drink items that could not be any more authentic. This authenticity includes an 8-sided bar as well as dragons in place of traditionally American showgirls. Both of these symbols are meant to bring good luck.
According to the casino’s chief operating officer, “What we’re doing here is trying to create something that is authentically for our Asian guests.”
Driving this point home is the fact that Lucky Dragon has a tea service. Tea is an incredibly popular beverage in China but is something that is difficult to come by at most other Las Vegas casinos, which tend to push alcoholic beverages before anything else. If authentic Chinese alcoholic beverages are what you are looking for, the Lucky Dragon serves a Bloody Mary complete with chicken feet. While this may not sound totally appetizing to a US palate, chicken feet are regarded as a delicacy in China.
It will be interesting to see how Lucky Dragon fares over the next year or so, but there are few people who doubt the potential for success. Being that Chinese visitors to Las Vegas rank as the biggest spenders (on average), it is difficult to envision Lucky Dragon having any trouble whatsoever attracting patrons.