VEGAS ISN’T DEAD. IT’S BREAKING UP WITH THE GRISWOLDS. 🎰 Three resort CEOs say they’re prepared to keep high-end room rates up—even if that means fewer occupied rooms. That’s the distinction I’ve been talking about: filling every room isn’t the same as protecting the experience. When COVID hit, Vegas discounted rooms to bring people back. That part is documented. From what I saw living here, parts of the Strip started feeling less like an adult Disneyland and more like a bargain-basement free-for-all. Here’s the problem: you can discount a room overnight. It takes years to undo a bargain-basement reputation. My uncle worked directly for Sheldon Adelson. He told me Sheldon’s approach at the Venetian in 1999 was straightforward: raise table minimums to $10, establish a dress code, and actually enforce it. The lesson wasn’t simply “charge more.” It was decide what experience you’re selling—and protect it. People paying for luxury aren’t just buying a bed. They’re buying atmosphere, service, and standards. They don’t want chaos in the lobby. And when you market yourself as the cheapest option long enough, “cheap” becomes the expectation—not a temporary promotion. My read? This is more of the Strip deciding it would rather compete for higher-spending guests than win every bargain-hunting vacation search. That doesn’t make every price increase smart. And it certainly doesn’t make every empty room intentional. But “Vegas costs more than I want to spend” and “Vegas is dead” are two very different statements. As I said before: Vegas didn’t die. Vegas reset. The Griswolds may still want the old deal. These resorts appear willing to let that deal—and some of that business—go. Smart reset, or a dangerous bet on too few big spenders? 👇