If there is a proven pandemic, even the strongest can fall.
An example is Las Vegas, a city whose economy is dependent on sin but suddenly finds itself free of sinners. In March 2021, the number of visitors to Las Vegas dropped by a staggering 49.5% compared to March 2019, according to Las Vegas Convention and Visitors Authority.
But the numbers are only part of the story. If you visited Vegas during the pandemic, you probably saw a shell of hedonistic lotusland that you knew before. The masks hid the unstoppable joy of the newlywed couple hit by blackjack; sanitizer stations replaced water sources; and understaffed teams roamed around the casino floors covered in soda under the constant threat of being fired.
So when Zouk group Coming around, Las Vegas is on a rut. But not for long.
Yes, that’s a bold statement about the new kid on the Las Vegas Strip on the block. But those who enter Sin City’s newest nightlife powerhouse quickly realize that there’s a reason why Zouk’s management team describes their production as a “living, breathing thing.”
Zouk Group’s headfirst dive into the U.S. nightlife market began last year with the grand opening of Resorts World Las Vegas, a $ 4.3 billion development led by Zouk and Resorts Worlds ’shared parent company, Genting Group. The organization is betting heavily on their ability to parlay their decades of success in Singapore to one of the most competitive entertainment markets in the world.
Given the broader state of the Las Vegas market at the time, the growth itself was naturally a remarkable one. Resorts World was the first major addition to the Strip in 10 years, and it broke down during one of the most discouraging and uncertain times in recent memory.
However, Zouk, who is named EDM.comof Best Event Organizer in 2021, continued, unchecked. The entertainment company’s Las Vegas footprint starts in 2021 to come on Ayu Daycluba breezy open-air place that draws influences from Bali’s remote beach clubs.
Since then, the Zouk Group has only continued to prove that their future is far from the product of circumstance. With the organization’s main venue, Zouk Nightclub, now fully operational, they have proven that their ambitions go beyond the status quo.
“Zouk is not just a club or a Singapore lifestyle brand,” said Ronn Nicolli, Chief Marketing Officer at Resorts World, EDM.com. “It’s an important institution. “We have a saying in the office that we are experienced makers. The truth is every time I mention that I work for Zouk there is this excitement in people.”
But the excitement is far from smoke and mirrors. Despite the impact of the Las Vegas economic pandemic, Zouk Nightclub has finally proved a quantum leap for the town’s nightlife businesses from a technological standpoint. Upon entering the venue, it was immediately apparent that these “experience makers” were determined to break the status quo.
When we visited the club in March 2022, it was clear that its architects had one purpose in mind: to use technology to develop a sense of connection between artist and audience. With giant visual fixtures rotating and tilting in mid-air, and attractive lighting capable of covering every last corner of the venue in a kaleidoscope of color, Zouk Nightclub is immersive in every sense of the word. It’s easy to be amazed at the brightness of it all-especially since you can’t immediately appreciate the fact that there is no blindspot in the house.
Considering the fact that Zouk Nightclub covers an area of 36,000 square-feet and has a capacity of 2,160, this work of skilled structural engineering is no accident. And a person’s level of access, proximity to the stage, or depth of their pockets aren’t factors that determine the experience — a refreshing and inclusive approach as opposed to the moth-eaten Sin City nightclub blueprint.
The club’s stunning centerpiece, a Jumbotron-like fixture affectionately called “The Mothership,” is one of its characteristics. It’s a mechanism designed for sensory overload, with a centrifuge of lasers and being free to cross the area like a silk-spinning spider in a web across the ceiling. Designed by Barcelona’s Ledscontrol“The Mothership” took six weeks to rebuild on the club’s dancefloor, according to Outside the Strip.
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However, they say ambition is the enemy of success. So when the empyrean club of the Zouk Group finally came into fruition, they suddenly felt the pressure of precipitating a paradigm shift in the “Entertainment Capital of the World.” Nicolli said he felt pressure to maintain the Singapore company’s best reputation as they moved into the US market.
“There was a lot of pressure to consider,‘ How can I make sure I can change this brand and bring it to Las Vegas while remaining true to the legacy? ’” Nicolli recalls. “There’s also the reality that it’s been seven years since a club opened in Las Vegas successfully.”
Those lessons from the past became key data points, each partially sculpting the formation of Zouk as it exists today. Despite the technology that leads the club industry and its ambitious scale, the team believes their success depends on first establishing two canons: connecting people and inclusion.
“We view production as a living, breathing thing. We talk to teams of artists every week and it’s not just about marketing,” Nicolli said. “It’s about guest travel, production, sales, and the VIP experience.”
In addition, Zouk nights are the type of experiences that the highest talent in the industry wants to be a part of. The list of DJs at the club is similar to the EDM version of the Met Gala, which has Zedd, DJ Snake, Tiesto, pataymau5 and many more comprising a corps d’elite of Las Vegas residents. Nicolli explains that these comprehensive talent conversations have taken place since the earliest stages of the club’s concept.
“As the entertainment was coming to fruition, we also got their feedback,” he explained. “It was also a big part of it, sitting down with Zedd and Tiësto’s teams and working on the design, talking about sound, lighting systems, and listening to what was working on their other performances in different markets. .A big part is also the fact that our The leadership team sat down with all these artists, who are different and new. It really shows our commitment as an asset that we will do it. “
Ultimately, Zouk Group’s ambitions to change the Vegas fabric stem from a desire for continued growth. With more than a decade of experience in the city’s nightlife sector, Nicolli explains that he has personally observed how the format of a regularly recurring club show quickly has been at a level of stagnation over time. . To counteract this, the Zouk team seems to be evolving into a constant state of creative destruction.
“There’s a time to celebrate victories, but there’s also the ability to reflect on oneself,” Nicolli said. “A lot of times that’s the hardest part coming out of a weekend and wanting to pat yourself on the back. There’s a sense of pride, but it’s also time to consider, ‘What else can we improve on? “
For the shocking Zouk Nightclub, raising the bar was a daunting thought at this stage. Its operators are developing the area just as Apple did with its iPhones: incomplete and repetitive. Night and night, organizers will be able to implement new methods of lighting mechanics at the club, activate the world’s top lifestyle brands in inventive ways, or attract unimaginable celebrities. . We even saw it Breaking BadBryan Cranston and Aaron Paul took the deck.
On any given day, Zouk Group properties offer something you have never experienced before. And isn’t that why we went to Vegas first?
You can keep up with the pulse of the Zouk Group and its events HERE.
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