10 APR 2019: It’s a testament to the diversity of Las Vegas that the city has presented many faces to visitors over the years. Certainly, gambling and iconic casinos are in the DNA of the destination, but periodically Vegas promotors have focussed on entertainment, nightlife, gastronomy, shopping, non-casino attractions including urban outdoor options, nearby desert culture, even family-friendly vacation possibilities. And that’s not even to mention the things that happen there that are, by custom, expected to stay there!

The latest manifestation of Vegas marketing is sports. And why not? The city, for example, now boasts a second-year NHL team that confounded almost everyone by not only selling out in its inaugural season but advancing all the way to the Stanley Cup finals last year (2018). The Cinderella story could only have ended better had the Golden Knights actually triumphed in the series.

Even more exciting to almost everyone except hockey fans is the imminent arrival of a National Football League team as the Oakland Raiders prepare to re-locate to Las Vegas in 2020. There are also professional basketball, soccer and baseball teams that now call the city home.

Indeed, such is the evolved state of the sports scene in the city that even Sports Illustrated has taken notice, observing recently: “How fast does the wheel of change spin? In 2003, the NFL rejected a Super Bowl ad promoting Las Vegas as a resort destination, so toxic were the city’s ties to gambling. As early as next fall an NFL franchise – the Raiders – will join the Golden Knights, various Pac 12 college tourneys and the fastest growing league, the UFC, in Vegas.

“That boom traces evolving views on gambling. Given the rise of sports betting, a growing young population, an agreeable climate and all those hotel rooms, Sin City will become the new gravitational centre for American sports,” projected SI.

Vegas’s sports culture – framed in its own inimitable style – was on display in early March during what has been dubbed the Ultimate Vegas Sports Weekend (UVSW). The second annual event (attended by Travel Industry Today) attracted thousands of visitors to the city for a five-day fan fest that featured a rugby sevens tourney, bull-riding event, NASCAR races, Golden Knights hockey game (two in fact) and UFC fights. Preceding it all was an opening tailgate party featuring sports celebs, interactive activities, autographs sessions, and, of course, food and drink.

The soon-to-be signature event is all part of the what MGM Resorts International senior VP of sports & sponsorships Lance Evans says is the city’s mandate to “not just be the entertainment capital of the world, but the sports capital of the world too.”

Of course, in a place like Vegas, the two are often intertwined, as with the hockey team. Not only do VGK play in an arena owned and staffed by MGM, with a unique brand of pre- and in-game theatrics accompanying the sporting action, but the facility is located steps from the Strip between two MGM hotels – New York, New York, and the new Park MGM – all connected by a pedestrian zone lined with bars and restaurants dubbed “The Park.”

“We believe the experience isn’t limited to the game,” Evans told Travel Industry Today. “The experience starts when you arrive in Las Vegas. Pre- and post-game are so important.”

Of course, Las Vegas hasn’t been a desert of sports culture, boasting a rich history of competition, from various all-star games to landmark fights (boxing, UFC). Tiger Woods won in his first professional tournament in the city in 1996 and NASCAR has been on the scene since 1998. But at time no time has sports held such a prominent position in the city’s entertainment landscape, particularly as revenues from casino gambling hover at only about 30%, an increasing number of sports leagues (including the NHL) back off on long-held opposition to sports betting, and teams begin to make a permanent home in the city – resulting in full game schedules rather than simply one-off events.

“The amount of sports happening in this town is quite significant,” observes Evans. And it’s only going to increase.

Here’s a quick look at just some of the opportunities for fanboys and girls in Sin City:

Hockey: Golden Knights games are a full-fledged attraction, not unlike any other Vegas show. Do not expect a second-rate experience (or prices).

Football: A new stadium is rising just off the end of The Strip beside Mandalay Bay in preparation for the arrival of the soon-to-be former Oakland Raiders in 2020. The NFL’s 85th annual draft will also be held in the city in 2020.

Baseball: The Las Vegas Aviators (formerly 51s) are a minor league baseball franchise that was once the Triple A affiliate of the Toronto Blue Jays, now Oakland. They are set to play in Las Vegas Ballpark, a new 10,000-seat stadium being built in Summerlin.

Basketball: The Las Vegas Aces play in the western conference of the Women’s National Basketball Association (WNBA) and tip off their second season on May 26, while the NBA conducts a summer league for rookies and prospects in the city every year. The WNBA all-star game will be held in the city in July.

Soccer: Known for its unusual promotions and fan-friendly experience, Las Vegas Lights FC was another expansion team in 2018, debuting in the professional United Soccer League. Games are played at Cashman Field, former home of the Aviators.

Motor racing: Las Vegas Motor Speedway has been the home of short-track racing in the city for 35 years, including hosting annual NASCAR events. A full schedule is available online, as is information on interactive experiences in which fans can drive on the track themselves or accompany qualified drivers.

College sports: Various PAC 12 events and tournaments take place in the city each year and the University of Las Vegas (UNLV) competes in a wide range of sports.

Sports bars: A great to watch multiple sports (and, in some cases, bet on them) are the city’s ubiquitous sports bars. The confusingly named Lagasse’s Stadium at the Palazzo, celebrity chef Emeril Lagasse’s take on a sport bar, is a notable choice and features “stadium seating” and multiple screens, while The Book inside the LINQ Hotel is a new entry on the scene with more than 50 TV screens, the Strip’s highest resolution LED wall, interactive gaming options, and food and beverages, including a craft beer”wall.” College basketball’s “March Madness”tournament is the busiest week of the year in the city’s pubs and bars.

PARTICIPATION

For those who prefer to play, not watch, a couple of options stand out:

Golf: Dozens of golf courses can be found in the Vegas environs and for a destination that might be confused for a giant sand trap, many golf clubs tend to overcompensate in creating a lush, green environment. Hotels like the Bellagio and Hard Rock offer golf packages.

A more concentrated golf experience can be found at Top Golf, an elaborate climate-controlled four-level driving range that allows patrons to hit balls fitted with micro chips that provide tracking, speed and distance details (and targets). Located within the city limits just off the Strip, the venue can accommodate up to 900 guests and also serves drinks, food, and has a pool and concert facility.

E-sports: Arguably the fastest-growing “sport” in the world, e-sports gamers (and fans) will find a dedicated space at the Luxor in the HyperX Esports Arena, suitable for individual or tournament play.

“We’ve had sports in our DNA for a long time,” summarizes MGM’s Evans. “But (now) we have five arenas and the Sam Woods Stadium. Not too many cities have that!” Or the teams to fill them.