Las Vegas and the Las Vegas Strip stopped trying to be a family destination in the 90s. After an attempt to market the city as a sort of rival to Orlando, the Las Vegas Convention and Visitors Authority dropped the idea that you should bring your kids to Sin City in 2003.
That's when the authority adopted the famous "what happens in Vegas, stays in Vegas" marketing campaign. The idea behind that phrase was that Las Vegas was an adult playground, a place to gamble, eat lavish meals, and party in a way where the kids were clearly not invited.
It's a model that was fully embraced by Strip leaders Caesars Entertainment (CZR), MGM Resorts International (MGM), and Wynn Resorts (WYNN). None of them outright banned kids, but family-friendly attractions were quietly shelved and replaced by 21+ day clubs, nightclubs, and other adult activities.
Aside from Circus Circus, a Strip property themed to the circus which offers carnival-style rides, the Las Vegas Strip mostly went full-on adult. That does not mean that all traces of things kids like disappeared from the Strip. Both M&M and Hershey's operate massive stores dedicated to their beloved chocolate products.
Yes, kids like candy, but M&Ms and Hershey's also touch a nostalgic nerve for adults. That appears to be the goal for a new attraction that just opened at the Showcase Mall.
Image source: Netflix
Showcase Mall Offers a Major Netflix Attraction
Las Vegas Showcase Mall, which sits at the south end of the Strip just north of the intersection of Tropicana Avenue and Las Vegas Boulevard, has a lot of nostalgic attractions. It features a massive Coca-Cola bottle as part of its facade, which promotes the two-story store devoted to the soda brand. The mall also offers M&M’s World, a three-floor tribute to the famous candy and a 20,000 square foot Adidas store.
All of those brands remain popular, but they also evoke nostalgia in adults. That's what the mall, which is near MGM Grand and MGM's New York, New York, is banking on with its latest addition, a store devoted to the world of Netflix's (NFLX) "Stranger Things."
One of Netflix's signature shows, "Stranger Things," takes place in the '80s (1983 to be exact) and has proven popular with adults as well as older kids. The Las Vegas location is one of a few being opened around the world. The store mixes experiences and merchandise.
Discover your power in an immersive Stranger Things experience filled with fan-favorite characters, iconic locations and tubular monsters. Beware, nerd: the gate to the Upside Down is opening! Hawkins Lab is back, and only the bravest guests are invited to discover the secrets within its walls. Write your story as you journey through a fun gathering of iconic locations and fan-favorite moments, enjoying one-of-a-kind photo ops and uncovering plenty of thrills along the way. There may also be the occasional testing, analysis, or psych evaluation. But don’t worry—it's safe… perfectly safe…
That's how the company described the experience on its website. Netflix Executive Vice President of Live Experiences offered more details to the Las Vegas Review-Journal.
“Fans can expect to be fully immersed in all the seasons of ‘Stranger Things,’” Lombardo said. “There are a lot of Easter eggs for fans of the show. There are references to Dungeons and Dragons and some really great in-world references. If you keep your eyes peeled, you’ll find a lot of rewarding moments.”
"Stranger Things" has in past years been a "scare house" at Comcast's (CMCSA) Universal Studios Halloween Horror Nights event. The theme park company is building a year-round version of that attraction in Las Vegas, but has not shared what properties will be part of it.
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