MGM has a new marketing campaign called “Welcome to the Show” that focuses on the non-gaming entertainment options at its casino properties.
MGM recently commissioned research into the importance of entertainment in people’s lives. Not surprisingly, it was very important. Chief Experience & Marketing Officer for MGM Resorts International Lilian Tomovich explains:
“MGM Resorts has long been committed to creating moments guests can’t find elsewhere. This research reinforces our belief that entertainment is critical to the human experience and provides the backbone of our new corporate marketing campaign, ‘Welcome to the Show.’ With our 78,000 employees around the world, we are committed to wowing guests at every turn.”
No shortage of entertainment options at MGM Springfield
Entertainment is a key component at MGM Springfield. The Massachusetts casino is slated to open in September.
In addition to the usual array of casino entertainment, MGM announced the Springfield casino will contain:
- A cinema
- Bowling alley
- Topgolf Swing Suite
“We’re super excited about this partnership and we think it rounds out our entertainment programming but there is still more to come,” Sarah Moore, MGM Springfield’s vice-president of marketing and retail, told MassLive.com. “It provides golf enthusiasts with year-round golf play. No longer will golf enthusiasts be at the mercy of the seasons and the weather.”
The Topgolf space is the first in Massachusetts. Additionally, MGM Springfield will be the third MGM property with Topgolf. It joins MGM Grand in Las Vegas and MGM Detroit.
The MGM Springfield Topgolf experience
According to MGM, the 2,800 square-foot Topgolf Swing Suite will house three simulators, a bar and lounge, and access from the property’s outdoor plaza.
In a statement to MassLive.com, a representative or Topgolf summed up the Swing Suite as:
“An immersive social experience offering guests a comfy lounge to play and enjoy fantastic food and beverage service. With a massive screen and a selection of exciting virtual games, the Topgolf Suite delivers a one-of-a-kind simulation that’s fun for golfers and non-golfers alike.”
MGM’s focus on entertainment
The Welcome to the Show campaign first debuted in late September. However, MGM delayed the full rollout following the tragedy at Mandalay Bay on Oct. 1.
The campaign is an attempt to shift the company’s current image from hospitality and gaming to entertainment by “turning the spotlight on the incredible array of entertainment experiences that form the nexus across the company’s 27 distinctive resort destinations.”
As MGM Resorts Chairman and CEO Jim Murren said in September:
“Our new Welcome to the Show campaign is an epic invitation, designed to declare our point of view to the world and tie together our deep and diverse portfolio of resorts, from those that define the famed Las Vegas Strip to those across the U.S. and around the world.”