{"id":33627,"date":"2021-02-25T10:00:00","date_gmt":"2021-02-25T09:00:00","guid":{"rendered":"https:\/\/www.tiqets.com\/venues\/?p=33627"},"modified":"2026-05-06T14:04:33","modified_gmt":"2026-05-06T12:04:33","slug":"case-study-linq-high-roller","status":"publish","type":"post","link":"https:\/\/www.tiqets.com\/venues\/blog\/case-study-linq-high-roller\/","title":{"rendered":"How to Attract Tourists: A Case Study with the LINQ High Roller in Las Vegas"},"content":{"rendered":"
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In March 2014, the <\/span>Las Vegas LINQ High Roller<\/a> opened to the public. Local visitors flocked to the modern 550 ft-tall ferris wheel with its spacious cabins and 360\u00b0 views of the city of Las Vegas. But the staff at the High Roller quickly realised that there weren\u2019t enough local visitors to fill the plush cabins. They needed more visitors \u2013 and it turned out that drawing in a new audience wasn\u2019t as easy as they hoped.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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\u201cThe hardest thing for us was explaining what the High Roller was to people who hadn\u2019t 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 \u2013 that\u2019s a lot of people, you can\u2019t hope they\u2019ll all just walk past your venue and decide to buy a ticket,\u201d explains MacKenzie Rollison, Senior Director of Distribution Sales at Caesars Entertainment.<\/span><\/p>\n

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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\u2019t going to be able to attract tourists from across the pond on their own \u2013 they\u2019d need a partner in the international tourism industry for that.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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The hardest thing for us was explaining what the High Roller was to people who hadn\u2019t seen it before. <\/strong><\/p>\n

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 \u2013 that\u2019s a lot of people, you can\u2019t hope they\u2019ll all just walk past your venue and decide to buy a ticket.”<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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MacKenzie Rollison<\/em><\/strong><\/p>\n

Senior Director of Distribution Sales at Caesars Entertainment <\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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The Challenge<\/span><\/h2>\n<\/div>\n<\/div>\n<\/div>\n
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Attracting out-of-town tourists to a unique attraction<\/span><\/h2>\n<\/div>\n<\/div>\n<\/div>\n
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When the High Roller first opened, they hoped for instant success and awareness with consumers. \u201cBut that\u2019s 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\u2019t in the city yet \u2013 the people who are planning and looking for things to do in Las Vegas before they actually arrived,\u201d explains MacKenzie.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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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. <\/span><\/p>\n

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\u201cWe didn\u2019t know what the hook would be for out-of-town visitors. We were still learning that the 360\u00b0 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!\u201d says MacKenzie. <\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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The Solution<\/span><\/h2>\n<\/div>\n<\/div>\n<\/div>\n
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Partnering with Tiqets to attract more out-of-town visitors<\/span><\/h2>\n<\/div>\n<\/div>\n<\/div>\n
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The High Roller\u2019s 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\u2019t found the right partner to attract visitors in the European market. <\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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\u201cI 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,\u201d 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 \u2013 and something else. <\/span><\/p>\n

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\u201cOn 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 \u2013 to bypass the queues and get to the attraction faster,\u201d says MacKenzie.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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They must have seen into the future,<\/strong> <\/span><\/p>\n

because it turns out this was exactly what a lot of visitors to the High Roller wanted \u2013 to bypass the queues and get to the attraction faster.\u201d<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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MacKenzie Rollison<\/em><\/strong><\/p>\n

Senior Director of Distribution Sales at Caesars Entertainment<\/em> <\/em><\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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01<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Finding the right message to attract international tourists<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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With the help of Tiqets and other online ticketing providers, MacKenzie and her team discovered they could reel in visitors who hadn\u2019t seen the High Roller before with the right imagery and the right descriptions.<\/span><\/p>\n

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\u201cIt 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,\u201d says MacKenzie.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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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. \u201cTiqets 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,\u201d explains MacKenzie.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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02<\/span> <\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Converting more buyers by improving the visitor experience<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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The High Roller needed to go beyond reaching international audiences, they needed to convert them to customers. \u201cOne 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\u2019t 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,\u201d says MacKenzie. <\/span><\/p>\n

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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\u2019s total ticket sales last year. <\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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The fast-track ticketing option proved so popular, the High Roller chose to restructure their queueing system. \u201cTo 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.\u201d And that was just one of the creative solutions Tiqets came up with for the High Roller. <\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Even in 2020, a year marked by temporary shutdowns and capacity restrictions, Tiqets sold roughly 12% of the venue\u2019s total ticket sales last year.\u201d<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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MacKenzie Rollison<\/em><\/strong><\/p>\n

Senior Director of Distribution Sales at Caesars Entertainment<\/em> <\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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03<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Continuing to innovate \u2013 even during a crisis<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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MacKenzie and her team strive to be at the top of every tourist\u2019s 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. \u201cThe main benefit of working with Tiqets is that they never stop progressing; they\u2019re 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\u2019s the kind of innovation we\u2019re looking for in a partner,\u201d says MacKenzie.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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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. <\/span><\/p>\n

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\u201cOver 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\u2019re still here. We know we can lean on them in any sort of crisis,\u201d says MacKenzie. <\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Want to learn more about how you can partner with Tiqets to achieve similar success? <\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Get in touch with us here<\/span><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n
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Read the latest blogs for museums, tours and attractions<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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<\/p>\n","protected":false},"excerpt":{"rendered":"

When the High Roller opened, they hoped for instant success. But to attract tourists they needed a digital marketing strategy and the right selling points. <\/p>\n","protected":false},"author":59,"featured_media":33948,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"brizy-blank-template.php","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"post_folder":[],"class_list":["post-33627","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-venue-news"],"brizy_media":[{"id":33947,"url":"https:\/\/cdn.tiqets.com\/wordpress\/venues\/wp-content\/uploads\/2021\/02\/22132956\/The-Linq.jpg","name":"The-Linq.jpg","meta":{"brizy_attachment_uid":"wp-7ec7ef8474dbdcd658d2097b7e768894.jpg","brizy_post_uid":["3ad87a0f23c35cb8f8c64b6c3e08629a","1a371511cb5d2eec15373e982464c07c"]}},{"id":33948,"url":"https:\/\/cdn.tiqets.com\/wordpress\/venues\/wp-content\/uploads\/2021\/02\/22133001\/Linq.jpg","name":"Linq.jpg","meta":{"brizy_attachment_uid":"wp-b26e4f14ac5d1da1d2600dc0a40acaa5.jpg","brizy_post_uid":["3ad87a0f23c35cb8f8c64b6c3e08629a","da07d74a18f7e5bb232f0fb59ec6c8d7","1a371511cb5d2eec15373e982464c07c","a514ca8afcaebafce91c8068e819c8a7","b59a37e5df639dfd24ef8c7001fce36a"]}},{"id":33949,"url":"https:\/\/cdn.tiqets.com\/wordpress\/venues\/wp-content\/uploads\/2021\/02\/22133007\/The-Linq2.jpg","name":"The-Linq2.jpg","meta":{"brizy_attachment_uid":"wp-c6b3ce929b118403be0de3d03fdc103e.jpg","brizy_post_uid":["3ad87a0f23c35cb8f8c64b6c3e08629a"]}},{"id":34077,"url":"https:\/\/cdn.tiqets.com\/wordpress\/venues\/wp-content\/uploads\/2021\/02\/22134058\/The-LINQ-logo.png","name":"The-LINQ-logo.png","meta":{"brizy_attachment_uid":"wp-9afca544ee4792a126e5f8720222b221.png","brizy_post_uid":["3ad87a0f23c35cb8f8c64b6c3e08629a"]}}],"_links":{"self":[{"href":"https:\/\/www.tiqets.com\/venues\/wp-json\/wp\/v2\/posts\/33627","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tiqets.com\/venues\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tiqets.com\/venues\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tiqets.com\/venues\/wp-json\/wp\/v2\/users\/59"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tiqets.com\/venues\/wp-json\/wp\/v2\/comments?post=33627"}],"version-history":[{"count":0,"href":"https:\/\/www.tiqets.com\/venues\/wp-json\/wp\/v2\/posts\/33627\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tiqets.com\/venues\/wp-json\/wp\/v2\/media\/33948"}],"wp:attachment":[{"href":"https:\/\/www.tiqets.com\/venues\/wp-json\/wp\/v2\/media?parent=33627"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tiqets.com\/venues\/wp-json\/wp\/v2\/categories?post=33627"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tiqets.com\/venues\/wp-json\/wp\/v2\/tags?post=33627"},{"taxonomy":"post_folder","embeddable":true,"href":"https:\/\/www.tiqets.com\/venues\/wp-json\/wp\/v2\/post_folder?post=33627"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}