Destination Marketing Insights From Kate Wik, CMO of Las Vegas Convention and Visitors Authority

Welcome to this episode of the Marketing Vanguard podcast. Today, Jenny Rooney speaks with Kate Wik, CMO of the Las Vegas Convention and Visitors Authority. 

In this engaging conversation, Kate shares her journey from agency life to becoming the CMO of one of the world’s most dynamic destinations, discussing how Las Vegas continues to evolve and innovate while maintaining its core identity as a hospitality-focused city.

Kate reveals how Las Vegas has transformed from a gaming-focused destination to a multifaceted entertainment hub, now positioning itself as the sports and entertainment capital of the world. 

She discusses the city’s unique approach to both leisure and business tourism, managing 41 million annual visitors, and creating opportunities for brands to connect with engaged audiences.

“Vegas is known for constant evolution,” she says. “People don’t really think about that, but we are this super dynamic city that is innovating and evolving on a daily basis.”

With nearly 15 years of experience in Las Vegas, including previous roles at MGM Resorts and various advertising agencies, Kate brings a unique perspective on destination marketing and brand building.

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Key takeaways:

[03:17] The Evolution of Las Vegas — Kate emphasizes Las Vegas’s constant evolution and innovation: “Vegas is known for constant evolution. People don’t really think about that, but we are this super dynamic city that is innovating and evolving on a daily basis. It’s actually why having CES here since, gosh, the late nineties is so perfect because that is the epitome of innovation technology, but innovation.

[04:25] Sports as the Next Frontier — Discussing the city’s strategic focus on sports, Kate explains how Las Vegas is working to expand its identity: “Globally, we’re known as the entertainment capital of the world. We’ve been working really hard to be known as the sports and entertainment capital of the world.” She highlights sports’ unprecedented growth in viewership and fandom, making it a crucial next step in Las Vegas’s evolution.

[08:25] The Impact of the Sphere — Kate discusses how the Sphere represents Las Vegas’s innovative spirit: “I think Sphere is the perfect manifestation of what Las Vegas is, and that’s that constant innovation… I don’t think anybody dreamed of the largest spherical building that could be lit up in fully programmed, not just visuals, but there’s audio components, there’s drone components, there’s pyrotechnics if you want it.

[10:39] The DNA of Las Vegas Hospitality — Kate shares insights about the city’s fundamental approach to hospitality: “Las Vegas’s DNA is hospitality… Whether you’re a frontline worker, you’re checking people in at the front desk at Luxor or Bellagio, whatever the property… there is an expectation about treating our guests as family. We love our visitors. It is the lifeline for this community.

[17:36] Leadership Philosophy — When asked about her leadership style using a soccer field analogy, Kate chooses a unique position: “I like to sit on the sideline. I generally am not the person in the spotlight. That’s not who I am. I have an amazing team, and I want to get them out there. And I look at my job as how do I remove barriers, how do I set them up for success, and how do I have them just run?