Hispanics, the nation’s largest and fastest-growing minority, are quickly becoming a majority of the population in Southern California, and the largest source of new casino clientele for Las Vegas.
In the past Las Vegas would engage in an occasional “Latin Night” or Mexican buffets to attract the California Hispanic audience now they are putting big bucks behind their efforts.
For example, Primm Hotels, which operates three budget hotel/casinos headlined with Mexican norteño musician Ramon Ayala which attracted 10,000 people. They are now planning to contract Los Tigres del Norte and Jenni Rivera.
Las Vegas marketing firms are finding that Hispanics tend to visit the area in large groups, come to spend controlled amounts of money and are undemanding customers. Most importantly the casino that does the reaching out and gets their business tends to see the Hispanic client as loyal to them.
The Vegas strip is responding with bilingual staff, Latino entertainment, and special events like Tex-Mex Tours and Mexican Fiesta night.