ML - Vegas Magazine

2013 - Issue 1 - Winter

Vegas Magazine - Niche Media - There is a place beyond the crowds, beyond the ropes, where dreams are realized and success is celebrated. You are invited.

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BY KARI MOLVAR 74 THE WORD "CASINO" doesn't typically bring to mind thoughts of delicate white florals and leafy green notes, but step inside Venetian and Palazzo and that's exactly what you'll smell—if you have a keen enough nose. Walking through Venetian's grand lobby used to mean taking in what was once the most distinct scent on the Strip (for better or worse, depending on who you ask), but now it has been replaced using the very latest in laboratory experimentation and social analysis. It is not alone: Up and down the country's most famous line-up of resort casinos, top hotel executives are discovering that redoing their scent profiles can have a huge impact on brand recognition—and the all-important length of time that gamblers last at the tables. ILLUSTRATION BY PATRICK STEFANSKI Our world-class resorts have turned the art of fragrance finessing into a booming side industry. VEGASMAGAZINE.COM 074-077_V_Feat_Scents3_Win13.indd 74 1/2/13 2:54 PM

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