Abstract:

The demographics of the Las Vegas visitor are rapidly changing. The new Vegas has wide appeal to the Millennial market, who do not exhibit the same in-situ behaviour as other segments. With 8 resident shows in Vegas, there's lots of interest at Cirque Du Soleil in finding out what's appealing to this new generation, in order to better capture their imagination. What drives them? What do they avoid? What keeps them going? And what are they actually trying to get out of the experience? There are several challenges that exist when attempting to study millennials on a limited time vacation. How do we keep it unobtrusive while capturing the dynamics that lead to their behaviour? Through wickedly smart methodology and 72 hours of immersive ethnography, we tackle this beast head on.