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Las Vegas: At a time when the tourism and hospitality industries the world over are in a state of life-threatening thrombosis, Las Vegas is alive and well, thank you.
The Sin City continues to draw millions of excitement-seeking Americans who, frightened out of their wits by the tragic events of 9/11, now prefer to spend their hard-earned dollars within the confines of their own vast country.
The brain child of the mafia, Las Vegas, blessed by American icon Elvis Presley (Viva Las Vegas) and anointed by Frank Sinatras Rat Pack, continues to magnetise visitors from all over the US and the world, with its ritz, razzle-dazzle and devil-may-care raunchy insouciance.
Talk of the Seven Deadly Sins, Vegas epitomises them, with its unfailing appeal to the basest human instincts of lust, avarice and worse.
But, whereas, the glittering metropolis was once rather self-conscious of its image as a haven for ever-hopeful seekers of fortune, today it displays its wares with an in- your-face brashness that is hard to resist.
Compulsions of competition, the life force of American capitalism, have compelled investment moguls to pour billions of dollars to create replicas of cities and monuments, such as Pariss Eiffel Tower and Arc de Triomphe, Venices St Marks Square, canals and gondolas and Moroccan souks.
Also a Grecian Parthenon, Italys Forum, Coliseum and Caesars Palace (with speaking statues et al) and a spectacular son et lumiere water fountain display, a Treasure Island buccaneers ship, the ever-popular New York, New York theme and a feast of diverse day and late-night entertainment that boggles the imagination.
If ever there was a vulgar, unashamed display of wealth and all that it can make possible, Las Vegas is a prime example.
However, with 48 American states having legalised gambling, the lure of the gaming tables and one-arm bandits no longer suffice to draw the hordes of wide-eyed hey, gee tourists with short attention spans.
According to publicist Jennifer Michaels, Truly, its not just about gaming. Gaming is a given. Its everything else that makes Las Vegas interesting, and thats what it is going to continue to set us apart from all the other casinos popping up all over the place.
Tony Bennett, Tom Jones, magicians-cum-wild life conservationists Seigfried and Roy (who breed white tigers and lions), illusionist David Copperfield, singer Olivia Newton-John, crooner Wayne Newton and Showgirls and various impersonators - regular performers all - seem to be losing their allure.
That is the reason why Park palace Entertainment built the 4,100-seat Colosseum at a cost of some $90 million at Caesars Palace for superstar singer Celine Dion.
Dion is expected to draw sell-out crowds for 200 dates for each of the next three years, with tickets priced between $87.50 and $200.
Dions appeal is not limited to her undoubted abilities. According to official sources, since her show began on March 25, the average number of daily visitors to the hotel is up 33 per cent, the average amount of daily food and beverage billing up 35 per cent and average daily gaming volume up 23 per cent.
These figures translate to approximately $200,000 more each day during the weeks Dion performs. If the star singer continues to be the kind of draw she is today, the investment on the Colosseum will be recovered long before Dions three-year contract ends.
Overall, Vegas impresarios are increasingly being compelled to take recourse to the age-old, fail-safe formula of sex.
The mantra in the citys world renowned Strip is that 90 per cent of visitors are over the age of 21, which means that not many people are bringing their children along for the Treasure Islands Pirates show.
According to Robert Stewart, senior vice president of corporate communications for Park Place Entertainment, The futures going to be women - they may be in bathing suits at times, but they are going to do stunts and acrobatics. And there will be terrific music that creates a real energy.
Cut-throat competition is frenetically driving the hotels and casinos in pursuit of In order to set yourself apart, you need something else.
Each one of them is in a constant, dizzying attempt to re-invent, to take their own entertainment to the next level - that no-one else can deliver. Which, in one word spells s-e-x.
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