At the Park MGM, the recently updated Moneyline Sports Bar & Book looks more like a neighborhood sports bar — albeit with bigger and more numerous screens — with large booths where groups can gather and a “tailgate menu” offering cheeseburgers and nachos. The teller area, where the betting takes place, is in the entry foyer.
Up the street, The Linq Hotel + Experience has updated its sports book to include “Fan Caves,” living room-style areas available for rent with 98-inch televisions guests can control, video games and nightclub-style bottle service. The resort is also building a studio for the sports network ESPN overlooking the Strip, to be completed next spring. (Its sibling resort, Caesars Palace, now has a Bleacher Report Studio producing content for the popular sports app and steaming service.)
“We wanted to create an actual living room experience where fans can be social together,” said Chris Holdren, the chief marketing officer for Caesars Entertainment, which runs The Linq, Caesars Palace and several other resorts. “In traditional sports books, you were lined up and if you wanted to high-five after your team scored, it meant going down the aisle.”
Making casinos more game-day friendly may expand their appeal. Research by the American Gaming Association found that sports bettors are generally younger, more affluent, more ethnically diverse and better educated than the general population of the United States.
In terms of live sports, Las Vegas has the W.N.B.A. Aces, pro soccer’s Lights, and Triple-A baseball’s Aviators, as well as pro hockey. Major League Baseball exhibition games have been held in Las Vegas nearly every year since 1991 and will take place again in February and March 2020 in the newly constructed Las Vegas Ballpark. Still, only 4 percent of visitors attended a sporting event in 2018, according to the Las Vegas Convention and Visitors Authority.
Operators here expect that to change given the popularity of football, America’s favorite spectator sport, according to a 2017 Gallup poll. The Raiders organization said that it has already sold 99 percent of the licenses to buy season tickets. Leading up to the team’s debut, Las Vegas will hold the NFL Draft, April 23 to 25.