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The Cosmopolitan faces an uphill battle on the gaming front
Wed, Dec 22, 2010 (4:15 p.m.)
The Cosmopolitan will have to build its player database from scratch—no easy task.
Photo: Justin M. Bowen
In the weeks leading up to opening day at the Cosmopolitan, gaming blogs and message boards vibrated with a scandalous rumor: The new Strip megaresort would deal a bastardized version of Vegas’ signature table game. Bettors would face tighter rules and be shortchanged on each blackjack. For industry observers, it was not unlike learning that all dishes in the resort’s upscale restaurants would be made with MSG.
Inside the Cosmopolitan
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FacebookBut the PR nightmare never came to pass. On opening night, Cosmo’s run-of-the-mill blackjack game had fairly common rules, with one small caveat: eight decks rather than the customary six. Crisis averted, right? Yes and no. The $3.9 billion property still faces uncommon challenges in marketing its core product. With no database of loyal players, the Deutsche Bank-owned resort is an island nation staring down superpowers such as MGM Resorts and Caesars Entertainment. Gaming analyst Bill Lerner observes, “They need to have a solid base, which is something this entity will be building from scratch. It will take some time before it will be disruptive on the gaming side.”
To accelerate that process, the casino has made some wise early moves. It hired away dozens of the best dealers from Wynn Las Vegas and other swanky joints, and it introduced a loyalty program that rewards all spending—not just gambling. But if Cosmo really wants to attract droves of serious bettors, here’s one surefire way: Loosen up those rules.
The Cosmopolitan of Las Vegas dares to be different. From the hotel’s red reservations desks to fine art found throughout the resort, The Cosmopolitan’s signature style is helping to pave its own path on the Las Vegas Strip.
Upon entering the resort, you’re greeted by pillars of video boards playing video art by Digital Kitchen and David Rockwell Studio exclusively produced for The Cosmopolitan. Just beyond that, you’ll find all your favorite casino games on the resort’s 100,000-square-foot casino floor.
The Cosmopolitan’s rooms standout as the resort’s most unique feature. About 2,220 of The Cosmopolitan’s 2,995 rooms have 6-foot deep terraces that span the length of the room, a first at a modern Strip hotel. Other in-room amenities include soaking tubs, kitchenettes and quirky accessories like artsy coffee table books.
The dining experience at The Cosmopolitan isn’t something you’ll find at other Strip resorts, either. All of The Cosmopolitan’s 13 restaurateurs are new to the Las Vegas market. You’ll find American steakhouse fare in a modern setting at STK, top-notch sushi at Blue Ribbon Sushi Bar & Grill and the freshest fish flown in from the Mediterranean daily at Estiatorio Milos.
Whether the sun is up or down, Marquee Nightclub & Dayclub is the place to find the party at The Cosmopolitan. The venue is a dayclub/nightclub, complete with a pool and cabanas outside and three different rooms with three different vibes inside.
If nightclubs aren’t your thing, you can grab a drink at one of The Cosmopolitan’s five other bars, like The Chandelier, which is encased in 2 million dripping crystals.
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