Mr. Vegas has sold out two shows in the new billion-dollar casino here, and Niagara Falls may never be the same.
Wayne Newton, the entertainment icon who anchored Las Vegas showroom culture before the arrival of Siegfried and Roy and Celine Dion, will appear Sunday and Monday at Ontario's Niagara Fallsview Casino.
"It's going to be great for your Niagara Falls casino to have had Wayne Newton play there," said Terry Jenkins, director of entertainment for the Stardust Resort and Casino in Las Vegas and 17 other Boyd Gaming casinos.
When it comes to new casino properties, many big-time performers wait to see other performers prove the venue is worthwhile, Jenkins said. So Niagara Falls, he predicted, can expect the trickle of A-list talent to become a torrent.
"When you open up a new venue and you go to a major talent agency to seek one of their clients, one of the first questions they're going to ask is: "Well, who's played there?,' " Jenkins said.
The answer to that question is getting longer, and more impressive, for Niagara Falls. Newton's appearance follows Ontario dates by Anne Murray, Julio Iglesias and Paul Anka.
Earlier this year, on the New York side of the Niagara River, comedian Bill Cosby and the band Yes thrilled crowds in shows for the Seneca Niagara Casino.
In May, Niagara Falls entertainment takes another step forward, as Tony Bennett appears in the Fallsview's Avalon Ballroom.
The impact of those entertainers reverberates far beyond the tickets they sell. With every top-flight entertainer who agrees to appear, industry insiders say, Niagara Falls' image glows brighter among potential customers on the edge of booking a trip here or travelers who had written off these cities altogether.
"You're talking about Wayne Newton, who is an icon in Las Vegas, the entertainment capitol of the Western World," said David Rosenwasser, president of the Niagara Tourism and Convention Corp. "I'd expect to see more entertainers of that caliber, who bring an audience with them."
Newton is such a symbol of the American casino capital that having him perform is "bringing part of Las Vegas to their property," Jenkins said.
Which is essentially what the Fallsview had in mind with its "Vegas just got closer" advertising strategy.
The goal is to win a trip from gambling customers who know they like Vegas but want to try something different, said Larry L. Lewin, who oversees operations at the Fallsview and Niagara casinos on the Canadian side of the border. "I want people to say, "I've been to Vegas, I like it. Let's go to Niagara Falls tonight,' " said Lewin.
About 30 percent of the tickets to Wayne Newton's shows will be given to frequent customers as premiums, Lewin said. The others, priced at $45 and $55 (U.S.), sold out in 21/2 weeks.
Adding a first-class entertainment component is another step toward the goal of rebuilding the reputation of the Falls not just as a day-trip market, but as a premier resort destination.
Tell people they can see Ann Murray, Julio Iglesias or Paul Anka, said Lewin, and "all of a sudden, we're triggering more interest."
That interest helps even a mile away in New York State, said Seneca Niagara Falls Gaming Corp. President Mickey Brown.
Pairing Newton's name with Niagara Falls could be an important part of the destination's growth in public consciousness, Brown said.
"Probably 75 percent of the people who are going to see him here have seen him in Vegas, and that's why they want to see him again," said Brown. "Hopefully this area is going to become known for quality entertainment, not one night a month, but five nights a month."
Before the Seneca Niagara Casino's spa hotel, currently under construction, opens next October, its larger shows will be held in the new Conference Center Niagara Falls, across the street.
That's where the casino's private New Year's Eve party will take place, featuring entertainer Ben Vereen. On New Year's Day, Vereen's show is open to the public.
David Cassidy will appear New Year's Eve at the Fallsview.
Every time a casino show is booked into the building on the American side, thousands of potential customers get to see the brand-new building in action, said John Faso, its general manager.
"Any time you can get people to come into the area for a concert of that sort, other promoters see how successful it is and see the kind of numbers it can generate," said Faso. "They look to do those kind of shows."
So far, concert bookings have been slow, Faso acknowledged. "But I've spoken to some of the major players in the area, and it looks promising."
Selling tickets to a show is only part of the casino's interest, Brown said.
Some of the benefits, like increased gambling and increased casino profit, can be calculated mathematically, he said. Another plus is the added customer satisfaction it provides.
Besides providing gambling opportunities, "the only other things you can do for them is feed them, water them, give them a bed to sleep in, a gift shop and entertain them," Brown said. "Out of those five, the greatest thing you can do for them is entertain them."
Source: http://www.buffalonews.com