(Photo Courtesy of Olga Minkevich)
AREA15 CELEBRATES FOUR YEARS AS LAS VEGAS’ PREMIER EXPERIENTIAL ENTERTAINMENT DESTINATION, RESEARCH REVEALS KEY VISITOR TRENDS
This September, AREA15, the pulse-pounding hub of experiential art and entertainment located minutes from the Las Vegas Strip, celebrates its four-year anniversary. Since opening its doors in 2020, AREA15 has rapidly ascended to the top of the roster of U.S. attractions, with more than 13 million visitors to date. As AREA15 continues to revolutionize the entertainment landscape in Las Vegas, recent market research it conducted reveals key insights into emerging visitor trends affecting the entire attractions marketplace.
According to a 2024 year-to-date study conducted by Drive Research, AREA15 is becoming the go-to destination for younger demographics visiting Las Vegas, particularly those aged 18 to 34. The study revealed 27% of visitors surveyed at AREA15 were aged 18 to 24 and 42% were aged 25 to 34. These figures starkly contrast with the broader Las Vegas visitor demographics surveyed by the Las Vegas Convention and Visitors Authority (LVCVA), whose 2023 Matrix includes adults aged 21 and over. In that survey, visitors aged 21 to 29 comprised just 12.7% of total visitors, and those aged 30 to 39 made up 28.3%.
AREA15 is attracting a significantly higher proportion of younger visitors compared to other destinations in Las Vegas, positioning itself as the leading attraction for those coming of age and destined to drive future economic growth. Underscoring the distinctive appeal of AREA15, the data highlights Gen Z and younger Millennials’ preference for immersive experiences and emerging entertainment.
Placer.ai, the leader in location analytics and foot traffic data, has also recognized AREA15’s impact, ranking it as the No. 1 visited attraction in the United States for both 2022 and 2023. Placer.ai’s data platform is widely used across the nation to measure and analyze visitor behavior. The category in which AREA15’s visitation was calculated is specific to museums, ticketed attractions and other location-based entertainment destinations.
“Four years ago, we set out to redefine what entertainment means in Las Vegas,” said Winston Fisher, chief executive officer, AREA15. “AREA15 has become the demonstrated thought leader for fusing immersive attractions and entertainment, and we’re elated to spearhead the future of the experience economy, making it the place to be for the next generation of Las Vegas visitors.”
Key Visitor Insights from Drive Research:
- High Satisfaction Rates: Nearly three in four visitors reported being very satisfied with their experience at AREA15 on the day of their visit, citing the venue’s uniqueness, music, staff and overall vibe as standout features.
- Strong Awareness Among Key Demographics: More than half of the survey participants on the Las Vegas Strip were aware of AREA15. Awareness was particularly high among those aged 18 to 24 (69%), 25 to 34 (64%) and local residents (82%).
- Competitive Edge: More than half of visitors rated AREA15 as somewhat or much better than other local experiences, with words like “fun,” “cool,” “awesome,” “amazing” and “trippy” frequently used to describe it.
- Top Attraction in Las Vegas: AREA15 was visited by nearly one in four participants surveyed on the Strip, outperforming other listed experiences such as Sphere.
- Strong Advocacy: AREA15 boasts a Net Promoter Score (NPS) of +71, significantly higher than the retail industry benchmark of +64, signaling strong advocacy among its visitors. Furthermore, two in three visitors expressed a high likelihood of returning to AREA15.
- Frequent Visits: 27% of return visitors surveyed had visited AREA15 five or more times.
- Satisfaction with Attractions and Entertainment: Satisfaction was highest among visitors aged 18 to 24 (55%) and 25 to 34 (55%), who gave top ratings for nightlife, entertainment and live performances at AREA15.
AREA15’s groundbreaking approach to immersive entertainment has also garnered numerous awards and accolades over the past four years, including being named:
- “Another Unmissable Stop for Art Lovers” by The Times UK
- “Most Innovative Venue in the USA” and No. 2 on the list of “10 Best Immersive Experiences in the U.S.” by Timeout
- “Best Immersive Art Experience” by USA Today 10Best Readers’ Choice Travel Awards
- One of “The 10 Most Innovative Urban Development and Real Estate Companies of 2020” by Fast Company
- “Best Place to Dance,” “Best Attraction,” “Best Place for Your Instagram Shot” and “Best Rave Resurgence” by Las Vegas Weekly Readers’ Choice Best of Vegas Awards
- “Best Arts Hub” by Vegas Magazine
- “Best Family Attraction” by the Southern Nevada Hotel Concierge Association
- Claiming the No. 1 spot in Blooloop’s “World’s Top 11 Immersive Art Experiences”
- Being included in Las Vegas Magazine’s Hall of Fame.
As AREA15 enters its fifth year, the venue remains committed to pushing the boundaries of entertainment, offering visitors unparalleled experiences blending art, technology and immersive storytelling. Expanding across 20 acres in Las Vegas, AREA15 will soon welcome even more immersive destinations and industry-leading collaborations, including Universal Destinations & Experiences’ new, year-round horror entertainment experience Horror Unleashed. Additional experiences coming soon to AREA15 include iFLY Indoor Skydiving, Lionsgate’s JOHN WICK EXPERIENCE, Superplastic and more.
For more information on AREA15, visit AREA15.com.
ABOUT AREA15 LAS VEGAS
AREA15, located minutes from the Las Vegas Strip, represents the world’s first purpose-built immersive entertainment district offering live events, distinctive attractions, interactive art installations, extraordinary design elements, unique retail, ground-breaking technology, bars and eateries and much more. AREA15’s curated mix of dynamic destinations—including LIFTOFF Bar and Ride, Meow Wolf’s Omega Mart, Illuminarium, Dueling Axes, Five Iron Golf, Kaia, The Beast, Wink World: Portals Into the Infinite, Museum Fiasco and many more—represents what’s next in experiential entertainment. With a robust, ever-changing roster of concerts, events, immersive art exhibitions, out-of-this-world nightlife and boundary-pushing production shows, AREA15 attracts visitors of all ages. Expanding across 20 acres in Las Vegas, AREA15 will soon welcome even more immersive destinations, including Universal Destinations & Experiences’ new, year-round horror entertainment experience Horror Unleashed.
AREA15 has received numerous accolades, including being named “Another Unmissable Stop for Art Lovers” by The Times UK; “Most Innovative Venue in the USA” and No. 2 on the list of “10 Best Immersive Experiences in the U.S.” by Timeout; “Best Immersive Art Experience” by USA Today 10Best Readers’ Choice Travel Awards; one of “The 10 Most Innovative Urban Development and Real Estate Companies of 2020” by Fast Company; “Best Place to Dance,” “Best Attraction,” “Best Place for Your Instagram Shot” and “Best Rave Resurgence” by Las Vegas Weekly Readers’ Choice Best of Vegas Awards; “Best Arts Hub” by Vegas Magazine; “Best Family Attraction” from the Southern Nevada Hotel Concierge Association; claiming the No. 1 spot in Blooloop’s “World’s Top 11 Immersive Art Experiences;” and being included in Las Vegas Magazine’s Hall of Fame.
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