Tuesday, March 03, 2015

High Roller Averaging 5000 Riders Per Day

On a recent earnings call, Caesars Entertainment revealed the High Roller observation wheel attraction is averaging 5000 riders per day.

The High Roller is the centerpiece of The Linq pedestrian walkway between Flamingo and the newly renamed Linq Hotel (formerly The Quad and Imperial Palace before that).

While 5000 riders is below the 10000 riders originally projected for the High Roller, ridership is growing - up 10% from the previous quarter.

Caesars executives commented about how challenging the marketing aspect of the attraction is, with ridership varying drastically depending on seasonality and demographics. It's possible that once the marketing is fully optimized that 10000 daily riders wouldn't be out of the question as a long term goal.

5000 average daily riders adds up to 1.825 million riders a year, which means roughly 5% of Las Vegas visitors end up riding the High Roller. That seems like an OK number, but Caesars will definitely want to push that higher if they want to fully optimize The Linq.