As a new player in an overcrowded, commoditized market, The Cosmopolitan of Las Vegas leadership team faced an uphill battle. Not only were they charged with bringing to market a new offer in the face of a severe global economic downturn, they were an independent single-property enterprise competing against a host of well-established companies possessing multi-property portfolios. Further, time was of the essence. A new ownership group had recently taken over development of the property and needed to have it open in December 2010 – allowing only 15 months for the team to create a compelling new vision for the offer and in turn, translate that into reality.
The Cosmopolitan of Las Vegas and Prophet teams worked in partnership to transform the entire casino-resort experience. By challenging existing conventions, inspiring new ways of thinking, and unlocking insights about what was missing in the market we were able to reimagine every aspect – restaurants, retail, casino, hotel rooms, pools, and entertainment venues. Key to success was the importance of redefining luxury for the Las Vegas market. By conceiving of an experience that would resonate with “people who feel at home all over the world” we created an offer that was contemporary, authentic, energizing, and welcoming – setting a new standard for the category for years to come.
The resort has launched to acclaim from hospitality experts and customers alike. The Cosmopolitan of Las Vegas has achieved the highest combined average daily hotel room and occupancy rates on the Strip. In addition, the resort has been named to Conde Nast Traveler’s global "Hot List Hotels 2011", was featured on Travel and Leisure’s 2011 "It List" of the world’s best hotels, and received the Design Grand Prix award from the Cannes International Festival of Creativity.
The Cosmopolitan Story Watch
John Unwin, CEO of The Cosmopolitan, and Lisa Marchese, former CMO, tell the story of how the resort came to life.