JAY SARNO REDUX

In its new marketing campaign, "Live Famously," Caesars Palace is dropping togas and chariots for a more contemporary look. From the LVRJ:

Park Place Entertainment Corp. Wednesday announced it is turning thumbs down on the togas, chariots and laurel wreaths used in past marketing campaigns for its Roman-themed Caesars Palace resort.

Instead, it has given a thumbs up to a new multimillion-dollar ad campaign that will feature scenes such as a woman feeding martini olives from her drink to a young man, three women tossing down drinks on a girls' night out and a man being ogled by beautiful blondes.
FULL STORY

A fellow UNLV professor questioned the move, probably just for the sake of casting doubt. I'd be curious to know if there is any empirical research proving that prospective tourists are more intrigued by faux Roman trappings than depictions of things that might actually happen to you. I know from personal experience that every time I go to the Palace, I get ogled by beautiful blondes, even though I've never had any feed me martini olives (I'm more of a protein shake and bottled water guy, anyway).

I say, this is an astute marketing campaign, but if, as a UNLV faculty member, I have to play devil's advocate, here goes: The new campaign should be, "ARE YOU NOT ENTERTAINED?" It would take in the grittier side of the Roman Empire as seen in the popular Russell Crowe movie Gladiator.
Here's a sample television ad : A pit boss is huddled with a few floorpeople beside a craps table, where the house is taking a beating. "When I give the signal," he heroically says, "UNLEASH COMPS!" As he walks towards the table, schmoozing with players, he gives the signal, and the floorpeople barrage the players with comps for Celine Dion and 808, breaking up the on-going rout.
You could dress security as the Praetorian Guard and have them scheme against the management and, of course, have to-the-death gladiating in the Colosseum when Celine's show is dark.

If you're trying to go for an overstated Roman theme, even if you are striving for Gladiator, you inevitably end up with History of the World Part One. It's so hard to take any of this seriously that it degenerates into parody. Visitors to Las Vegas are becoming more and more sophisticated, and luring them to town with promises of chariots and laurel wreaths is not going to play anymore. I say it's smart of Caesars to recognize that and instead shoot for Swingers.

What does this have to do with Jay Sarno? He originally built Caesars Palace in 1966, and is the real father of the themed resort, also opening Circus Circus as an adult-oriented playground--kind of like Zumanity without the drag queen. Did this mean that he always wanted the kind of cartoonish overstatement that places like Excalibur relish in? I don't think so. Instead, he would probably approve of ideas like "Live Famously" that put the total casino entertainment experience in the context of the themed casino. This is the direction that Steve Wynn has taken with his themed resorts in the past, and one that the Strip seems to be embracing. MGM Grand, for example, went from its original Wizard of Oz theme to "the city of entertainment" to the forthcoming "Maxiumum Vegas." Mr. Wynn's new property will probably change the direction of the industry again, mostly because it will focus on the guest's entire visit and not just trot out amenities. Jay Sarno would be proud.
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SPEAKING OF BREAD AND CIRCUSES...

Pop quiz, hotshot. What is the fourth-largest revenue generator for the state of New Jersey? The lottery, which gave the state $$764 million in fiscal 2003. While traditional lottery games are popular, scratchers are gaining in popularity:

The state hit the jackpot in fiscal 2003 with scratch-off tickets, which accounted for more than $900 million in sales - up 16.5 percent from fiscal 2002.

Overall lottery revenue was up less than 1 percent over the previous year, according to figures released yesterday.

Games such as Slingo, Blackjack and Crossword spurred record sales in the typically lower-stakes scratch-off category.

"People like the entertainment factor of our games," lottery director Virginia Bauer said. "Obviously, people want to win. That's the main purpose of buying a ticket."

The lottery also has been trying higher-stakes instant games, such as All the Marbles, which has four $150,000 winners, and Super Diamond Progressive Slots, with three winning tickets worth $163,760 apiece.

Those sell for $5 and $10, respectively, a considerable premium over the normal $1 to $3 for games with top prizes between $5,000 and $50,000.
FULL STORY

In a related story, the Texas Council's on Problem Gambling has shut down, because most of the calls it got were from people who wanted the winning numbers! From the LV Sun:

The phone number has been on the back of every Texas lottery ticket printed since 1992. It's the number to a hotline for problem gamblers needing a referral to counseling services such as Gamblers Anonymous.

Yet an average of three out of five telephone calls placed to the Texas Council on Problem Gambling in 2002 were from people asking for the winning lottery numbers, according to state officials.

That's a major reason the state's only 24-hour hotline for problem gamblers ran out of money Monday. Its funding, an annual $375,000 check from the Texas Commission on Alcohol and Drug Abuse, will now be earmarked for the state's permanent education fund.

"When we found out that the overwhelming majority of calls going to the hotline were to find out the results of the lottery, that seemed to be an easy decision to make," said state Rep. Arlene Wohlgemuth, R-Burleson, who helped write legislation to allow the termination of the hotline. "I'm sure there are going to be people who do not receive service, but we were trying to define those who needed help the most. And we felt this service was not getting the biggest bang for the buck."

In 2002, 19,557 calls came from adults who wanted information about problem gambling. Of the hotline's 49,606 total calls, 1,620 received crisis counseling or a referral, said Kirk Cole, media relations director for the alcohol and drug abuse commission.
FULL STORY

This would be funny, but people who need treatment now have one less friendly voice. Hey, two-thirds of the people who find out what I do for a living ask me for winning stratgeies, so it doesn't surprise me that most people calling want to know whether they won.
Still, this seems like a marketing problem. Why not have a 1-800 number for winning numbers printed ABOVE the number for problem gamblers to call? That would take the burden off of the hotline and provide what is apparently a much-needed service.
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That's all for today. Remember, problem gambling hotlines are for people who actually need help with their gambling problems, so don't clog them by trying to learn if you hit the Pick-6. And don't call me for the winning numbers, either.
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posted by Dave at 9:14 AM