Las Vegas: Experiential Juggernaut

Photo by Christopher Polk/Getty Images

Last weekend reminded us XP pros that nowhere in the world compares to Las Vegas. The city buzzes nearly 24/7 with an atmosphere that blends glamour, excitement and a hint of debauchery (who are we kidding, more than a hint…). Where else can you hit a high-roller table, take your pick of Michelin Star restaurants, catch U2 at The Sphere and watch a grand prix from The Strip? And the list of experiential possibilities is only expanding.

As an epicenter of experiential all year round, Sin City was the perfect location for Super Bowl LVIII weekend. The Kansas City Chiefs and San Francisco 49ers faced off in Super Bowl LVIII at Las Vegas’s Allegiant Stadium — with the average ticket costing nearly $11,000. But that wasn’t always the plan. Back in 2018, New Orleans was initially selected to host Super Bowl LVIII under a new NFL awarding process eliminating city bids. Thanks to a conflict with Mardi Gras, the big game was moved to Vegas in 2024 and will be played in New Orleans next year.


Thanks to additional seating, 72,000 fans watched the Chiefs (and Taylor Swift) take home back-to-back Super Bowls after winning 25 to 22 in overtime. Usher’s halftime performance, featuring appearances by notable collaborators like Alicia Keys, Jermaine Dupri,, Lil Jon and Ludacris, highlighted his career hits and served as a priceless advertisement for the world of Las Vegas residencies.

Allegiant’s integrated best-in-class technology, including cutting-edge Wi-Fi, cashless transactions and thousands of video screens, is a sparkling example of experiential done right. And, because it wouldn’t be Las Vegas without a nightclub, the nearly 11,000-square-foot Wynn Field Club — complete with bottle service and guest DJs — sits at field level.

There were hundreds, if not thousands, of parties raging simultaneously, with many (or dare we say most) visitors flocking to Vegas just to be a part of the collective joy, no Super Bowl tickets required. After such an incredible venue, next year’s Super Bowl at the Caesars Superdome in New Orleans might feel like a throwback to football games of yore (without 2,400 video screens and the world’s largest 3D-printed structure).


Las Vegas experiences transcend traditional entertainment boundaries. Blending entertainment technology and adrenaline, the city continuously redefines experiential. While there are endless events to highlight — Lovers & Friends is back in May, and the 2024 Rock ‘n’ Roll Las Vegas Marathon kicks off at the end of February — here are three of our favorite recent and ongoing Vegas experiences:


In the hurried hyperreality of Las Vegas, AREA15 fits right in. To attempt to describe the experience inside is futile — though the website tries, calling it “a wondrous mash-up of experiences, art and entertainment with ax throwing, art galleries, virtual reality and so much more.” Built on the site of a former Mercedes-Benz dealership, AREA15 is a shining example of placemaking and finding new uses for existing real estate. Welcoming nearly four million visitors since opening its doors in 2020, AREA15 Las Vegas will soon expand across 20 acres to its north (including a repurposed Boeing 747). In addition, AREA15 announced its first licensed pop-up location as part of Riyadh’s Boulevard World and its second permanent location coming to Orlando in 2024.


After years of hype and months of construction, F1 took over the city in November 2023 for the inaugural Las Vegas Grand Prix. According to Forbes, “After two quick bends and a hard left, it’s a straight shot down the Las Vegas Strip at speeds up to 212 mph, racing past the Venetian and Caesars Palace and zipping between the famed Bellagio fountains and the Eiffel Tower at Paris Las Vegas.” The organizers’ decision to build the racetrack among and alongside the famed casinos made Las Vegas a character within the experience — anyone within the city had the chance to experience the magic.

Everything about the event was unprecedented — from the late-night, cold-temperature kickoff to the $650-million price tag — and the race is expected to inject $1.2 billion into the local economy (even as ticket costs “fell”). Fans can already put down deposits to score tickets to the 2024 event. And, according to a 40-page report released by the city, the financial impact was momentous.


Vegas residencies offer celebrities — from Elton John and Lady Gaga to Bruno Mars and Adele — both lucrative payouts and a stable alternative to the rigors of traditional touring. In fact, “Weekends with Adele” at Caesars Palace earned its star roughly $2 million per show, about the same per evening as Taylor Swift and Beyoncé’s global tours. The allure of Vegas lies in its ability to expose artists to the city’s vast visitor base, provide them with top-notch production stages, and essentially deliver a tour that stays put. Mariah Carey, Maroon 5, Garth Brooks, Christina Aguilera and Wu-Tang Clan will all kick off residencies in 2024, with Phish and Dead & Company both announcing shows at The Sphere. Will Beyoncé be next?

Join us in XP Land. A community for experiential creatives and experience-makers, brand leaders and IP-owners, space stewards and venue visionaries — all of those in the business of epic gatherings and live, immersive storytelling.

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Experiential Is Everything

XP Land is for experiential creatives and experience-makers, brand leaders, and IP-owners, space stewards and venue visionaries — all those in the business of epic gatherings and live, immersive storytelling.