Between Heaven and Las Vegas ...

Interesting essay from the BBC on how Las Vegas once again needs to transform itself from being more than just "Sin City".

During the 90s it rebranded itself as "America's place to play" with an emphasis on family friendly shows and theme-park like attractions, but in the aughts it returned to its decadent roots with a vengeance with its coy "What happens in Vegas, stays in Vegas" ad campaign.

Now in the wake of economic collapse, the preponderance of Native American casinos which offer many Americans the local gambling experience without having to drive or fly to Nevada, it appears to be in a bit of a bind as to how to sell itself.

Oddly enough, on the other side of the world, in Macau, Las Vegas-like glitz and glamor seems to get in the way of what locals really want: industries and jobs not related to the casinos.

Since a majority of Macau's visitors are mainland Chinese who have little interest in the shows or flashiness -- the Chinese take their gambling very seriously -- the Special Autonomous Region is also going through an identity crisis.
in reference to: BBC News - Why sin is no longer enough for Las Vegas (view on Google Sidewiki)