How to Attract Tourists: A Case Study with the LINQ High Roller in Las Vegas

Lauren Voges

February 25, 2021

In March 2014, the Las Vegas LINQ High Roller opened to the public. Local visitors flocked to the modern 550 ft-tall ferris wheel with its spacious cabins and 360° views of the city of Las Vegas. But the staff at the High Roller quickly realised that there weren’t enough local visitors to fill the plush cabins. They needed more visitors – and it turned out that drawing in a new audience wasn’t as easy as they hoped.

“The hardest thing for us was explaining what the High Roller was to people who hadn’t seen it before. We knew what we had was good, anybody who stands beneath this observation wheel understands the magnitude of what the High Roller is. But we run 14 hours a day and we can accommodate 1000+ people every rotation – that’s a lot of people, you can’t hope they’ll all just walk past your venue and decide to buy a ticket,” explains MacKenzie Rollison, Senior Director of Distribution Sales at Caesars Entertainment.

The team realized they needed more ways to reach more visitors and to work with experts in digital marketing for global tourism to be successful. They knew they weren’t going to be able to attract tourists from across the pond on their own – they’d need a partner in the international tourism industry for that.

The hardest thing for us was explaining what the High Roller was to people who hadn’t seen it before.

We knew what we had was good, anybody who stands beneath this observation wheel understands the magnitude of what the High Roller is. But we run 14 hours a day and we can accommodate 1000+ people every rotation – that’s a lot of people, you can’t hope they’ll all just walk past your venue and decide to buy a ticket.”

MacKenzie Rollison

Senior Director of Distribution Sales at Caesars Entertainment

The Challenge

Attracting out-of-town tourists to a unique attraction


When the High Roller first opened, they hoped for instant success and awareness with consumers. “But that’s not really how people operate anymore. Of course you have your spontaneous customers who are just walking around discovering the city of Las Vegas, but we also wanted to tap into the customers who weren’t in the city yet – the people who are planning and looking for things to do in Las Vegas before they actually arrived,” explains MacKenzie.

Making sure that they had more touch points for potential visitors to find out about the High Roller was one hurdle, Making sure that they had more touch points for potential visitors to find out about the High Roller was one hurdle, but describing the attraction in a way that would inspire and excite visitors was another challenge entirely.

“We didn’t know what the hook would be for out-of-town visitors. We were still learning that the 360° view of the Las Vegas lights was one of our real selling points, and that our customers were not as excited as we were about the 2,500-square foot, state-of-the-art cabins that you get to ride in!” says MacKenzie.

The Solution

Partnering with Tiqets to attract more out-of-town visitors


The High Roller’s long-term success relied on digital marketing to broaden their reach and finding the best ways to describe their unique attraction. Just a few months after debuting their attraction, they began looking for online ticketing providers to reach new audiences and showcase their venue. But by 2016, they still hadn’t found the right partner to attract visitors in the European market.

“I remember meeting Tiqets four years ago. At that point, we were looking for a way into the European market; we had a foothold in Asia and South America, but we were just having the hardest time cracking Europe,” says MacKenzie. As an international online ticketing provider with a strong presence in Europe, Tiqets was well placed to showcase the High Roller to European visitors. MacKenzie and her team saw the potential in that skillset – and something else. 

“On top of [their position in the European market], they were able to offer customers fast-track ticketing options with their fulfillment technology. They must have seen into the future, because it turns out this was exactly what a lot of visitors to the High Roller wanted – to bypass the queues and get to the attraction faster,” says MacKenzie.

They must have seen into the future,

because it turns out this was exactly what a lot of visitors to the High Roller wanted – to bypass the queues and get to the attraction faster.”

MacKenzie Rollison

Senior Director of Distribution Sales at Caesars Entertainment

01

Finding the right message to attract international tourists

With the help of Tiqets and other online ticketing providers, MacKenzie and her team discovered they could reel in visitors who hadn’t seen the High Roller before with the right imagery and the right descriptions.

“It was a relief to discover that people were willing to purchase tickets without having physically seen our venue or that they would read a description and opt in based on that. It took partnering with companies like Tiqets to be convinced that people were inclined to buy an attraction ticket before seeing the attraction itself,” says MacKenzie.

As a partner to museums and attractions in 60+ countries, Tiqets is a truly global ticketing company with credibility with customers all over the world. For the High Roller, having a partner like Tiqets on board was essential to unlocking an international audience. “Tiqets specifically solved our international reach issues. There are a lot of OTAs out there, but Tiqets is the one that brought us a new audience and that is key,” explains MacKenzie.

02

Converting more buyers by improving the visitor experience

The High Roller needed to go beyond reaching international audiences, they needed to convert them to customers. “One of the selling tools that showcased credibility that nobody else had seen was fast-track ticketing – and Tiqets offered that. A lot of consumers wanted fast-track tickets so that they wouldn’t have to redeem a voucher. Once we saw the numbers that Tiqets could bring in with online ticketing, it was a no-brainer to keep partnering together,” says MacKenzie. 

The fast-track option proved to be desirable; in 2019 alone, Tiqets sold 18,000+ tickets to the High Roller. And even in 2020, a year marked by temporary shutdowns and capacity restrictions, Tiqets sold roughly 12% of the venue’s total ticket sales last year. 

The fast-track ticketing option proved so popular, the High Roller chose to restructure their queueing system. “To give you a clearer picture of this, we actually took away our queueing area in front of the High Roller because so many people were spending their time in line at the box office just to get their tickets. But now, because we also offer online booking, we need the queueing area in front of the attraction instead of the box office! Tiqets was the first partner to get people out of the box office line and right in front of the High Roller itself.” And that was just one of the creative solutions Tiqets came up with for the High Roller.

Even in 2020, a year marked by temporary shutdowns and capacity restrictions, Tiqets sold roughly 12% of the venue’s total ticket sales last year.”

MacKenzie Rollison

Senior Director of Distribution Sales at Caesars Entertainment

03

Continuing to innovate – even during a crisis

MacKenzie and her team strive to be at the top of every tourist’s Las Vegas must-see list. And without digital marketing support from their partners, the High Roller might not make it onto out-of-town visitors’ itineraries. “The main benefit of working with Tiqets is that they never stop progressing; they’re always looking for the next way to sell to a new audience. For example, they were the first company to come to us with the opportunity to connect to Google Reserve. And that’s the kind of innovation we’re looking for in a partner,” says MacKenzie.

For the team at the High Roller, the opportunity to attract international tourists may have been the reason that they decided to partner with Tiqets. But, even without international visitors, Tiqets is still driving a large audience.

“Over the course of Covid, Tiqets continued to grow. This tells us that customers trust the company, that they feel safe planning with Tiqets. Where a lot of companies pulled back, Tiqets has stayed with us and reassured us that they’re still here. We know we can lean on them in any sort of crisis,” says MacKenzie.


Want to learn more about how you can partner with Tiqets to achieve similar success? For a one-on-one conversation with a regional account manager to assess your goals and how Tiqets can help, get in touch with us here.