Re-busting Vegas Myths: How Entertainment Drives Casino Revenue

Understanding the dynamics that influence casino revenue requires ongoing analysis of industry myths and operational trends. “Vegas Myths Busted” now publishes new entries every Monday, with a bonus Flashback Friday edition, providing insight into the factors that shape this vital stream of casino revenue. Today’s entry in our ongoing series originally ran on Oct. 14, 2022.

One essential fact about genuine showgirls is that they are elite athletes. They undergo extensive training in classical dance to perform nightly in spectacular Las Vegas Strip productions.

However, it’s crucial to mention that real showgirls, as we knew them, no longer exist. The final showgirl performance took place in 2016 when “Jubilee!” at Bally’s closed its curtains after 35 illustrious years.

Today, the women you see on the bustling sidewalks of the Las Vegas Strip are either paid models or street performers, posing for photographs in exchange for tips. The idea that there’s still steady employment for dancers in glamorous outfits with towering headdresses is nothing but an enduring myth. This myth persists, particularly evident when Las Vegas recently replaced its iconic 25-foot showgirl signs with even larger 50-foot ones.

How the Showgirl Went Extinct

From the 1950s through the 1980s, nearly every major casino showcased a dedicated showgirl performance. Iconic shows like “Folies Bergère” at Tropicana and “Jubilee!” at Bally’s were all the rage. The Stardust dazzled audiences with “Lido de Paris,” while the Desert Inn featured “Pzazz!” and the Dunes brought you “Casino de Paris.” These performances often incorporated a topless element, though that was hardly the primary allure.

“They drew inspiration from Parisian cabaret shows,” explains Diane Palm, a former dancer, dance captain, and company manager for “Jubilee!” “The shows were artistically brilliant, showcasing opulence, imagination, and spectacle. Much like the grand MGM Hollywood musicals, they showcased many performers singing and dancing, complemented by live orchestras or bands.”

While some attribute the decline of the showgirl to modern societal changes and critiques against female stereotypes, others claim that the golden era of theatrical productions has simply faded away. However, the root cause lies in the corporatisation of the Las Vegas Strip—where decision-making shifted from sometimes mafia-affiliated casino tycoons to executives accountable to shareholders.

Producing a showgirl performance was no small financial commitment, costing upwards of $10 million to create. With a unionised cast often comprising hundreds, the annual staging cost ballooned to over $1 million—this was back in the 1970s!

“When we launched ‘Jubilee!’, we had 128 performers,” recalls Palm. “Costumes for a single Titanic scene cost around $250,000, and we sourced luxurious jewels from top jewelers in Paris and feathers from around the globe. Budget was never a concern back then.”

When Money Became an Object

Until the early 1980s, hotel owners accepted losses from these shows as a necessary expense to lure gamblers into their establishments—where gambling represented a significant (approximately 75%) source of revenue. Many audience members enjoyed complementary tickets, drinks, and dining, as the financial landscape was quite different.

Fast forward to today, and this revenue model has completely flipped—a staggering 75% of casino revenue now comes from non-gambling sources. So, rather than subsidising shows, corporate owners in the ’80s shifted the burden onto independent producers, renting out their showrooms for profit.

The results were devastating; as shows became “four-walled” and responsible for entirely paying their operational costs, few producers were willing to take a chance on staging traditional showgirl performances. Instead, the Strip transitioned to what it’s now known for—star-studded music residencies, touring Broadway productions, and the quirky spectacles of Cirque du Soleil.

Last Showgirl Bastions?

While many argue that showgirls can still be found in productions like “Vegas The Show” at the 423-seat Saxe Theatre located within the Miracle Mile shopping mall, this show merely uses a handful of showgirls in select songs. It serves more as a historical nod to Las Vegas’s glittering past than a genuine revival of the iconic spectacle.

Some also argue that the spirit of the showgirl lives on through the sexy dance numbers of today’s leading artists like Britney Spears, Jennifer Lopez, and Gwen Stefani, who feature backup dancers in showgirl-inspired costumes. However, those arguments are deemed rather weak.

According to Palm, “While you can dress performers up as showgirls, it’s not the same as the authentic, rich production shows that once defined Las Vegas’ cultural narrative.”

She concludes simply: “That era is over.”

Catch “Vegas Myths Busted” every Monday on Casino.org. To explore previous myths that have been debunked, visit VegasMythsBusted.com and if you have suggestions for myths deserving of debunking, feel free to reach out!

Summary

The once vibrant world of Las Vegas showgirls seems like a distant glimmer in history now. What remains are remnants of a glorious past, with performers still evoking the spirit of showgirls, albeit in a transformed and commercialised format. Understanding the evolution of the showgirl performance reveals much about the broader changes in Las Vegas and the entertainment industry at large.