- The Cromwell will be the last Strip resort to reopen but as an adults-only venue for those who are 21 and above.
- The hotel and gaming floor of the boutique property will begin operations seven days a week from October 21.
- Gaming analysts say the adults-only move makes sense for the smaller boutique in terms of the gaming experience Cromwell offers and the need to target certain customers.
- Circa is also reopening next week with a similar policy.
The Cromwell will be the last resort to reopen on the Strip. However, only adults will be allowed into the property.
From October 29, the boutique property’s hotel and gaming floor will be operational seven days a week for those who are at least 21 years old, the parent company Caesars Entertainment Inc. said in a Thursday statement.
Founding partner of Las Vegas gaming and hospitality consulting firm The Strategy Organization Josh Swissman said the new adults-only regulation makes sense at Cromwell. He said it is now the best time for companies to reinvent because “all bets are off as companies are opening post-COVID.”
Director of government affairs for Las Vegas-based Global Market Advisors Brendan Bussmann said that as Strip resorts struggle to look for ways to boost visitation levels, especially midweek, several companies are trying to lure guests back by filling certain niches.
For instance, Park MGM reopened last month as a smoke-free property. Bussman said Cromwell’s 21 years-and-older rule is another way to address what some customers prefer. He added that the company has listened to customers, an important thing to do during this time.
Swissman said Caesars chose the perfect resort in its portfolio to try out the 21-and-over model. The Cromwell is a smaller boutique, which means testing the new policy doesn’t have a big financial risk. It also has a “hardcore gambling” history because it was formerly Bill’s Gamblin’ Hall and Saloon before its renovation in 2014.
The Cromwell still has in-demand gaming offerings such as single zero roulette and double-deck blackjack.
Swissman said the property has several “great odds and types of games and offerings that savvy gamblers seek out.” The adult-only move, he said, makes sense, considering the gambling experience Cromwell offers.
Associate professor at UNLV’s college of hospitality Mehmet Erdem said that Cromwell’s repositioning could create a buzz and allow its marketing team to direct its resources to a narrow market.
“Given the dire outlook of our city’s convention business (and) travel for the foreseeable future, it is not surprising for casino-resorts to shift focus on target markets and try to establish a sustainable business model,” he said.
LaunchVegas president Nehme Abouzeid said the policy also helps Caesars differentiate Cromwell’s brand from other properties. Therefore, customers can know what kind of experience they will get when they visit the property.
Circa, a resort set to open next week, will also have a similar policy in effect.
Swissman doesn’t expect other operators to adopt the policy until they see how it works for Cromwell and Circa.