Thursday, Dec. 22, 2005 | 8 a.m.
Judy Kesterson, a 25-year-old native Southern Nevadan, learned long ago that there are few places like Las Vegas when it comes to Christmastime.
At this time each year, Las Vegans get to feel a little like tourists in their own city, she says.
In the days surrounding Christmas, locals are forced to deal with the same horrors of traveling -- crowded flights, massive traffic jams, among others -- that visitors have to put up with nearly every day of the year.
But locals also benefit from Strip casinos marketing to them with lower room rates, two-for-one show tickets and discount restaurant meals to make up for the absence of tourists who, in the spirit of the season, celebrate at home.
"Las Vegas is not like any other city, which is one reason I love it," said Kesterson, a Las Vegas High graduate and grocery store manager. "My husband, Neil, is not from Las Vegas and is dumbfounded by how things are done here."
The Kestersons, along with their 1-year-old daughter Emmalene, will drive to Utah on Friday to spend Christmas with relatives. Decreasing gasoline prices made driving, despite potential traffic problems, a more financially attractive option than flying, she said.
Kesterson recalls growing up in a Las Vegas that in December was dead.
"My dad worked in the gaming industry, and he'd come home talking about how there was just no business here this time of year," Kesterson said.
Drawing visitors to Las Vegas during the Yuletide season always has been a challenge.
"That's because Christmas is for family and home, not (for tourists) to go out and look for entertainment," said Harvey Diederich, a Las Vegas resident of 50 years who worked in public relations for the Last Frontier, Tropicana, Sahara and Union Plaza hotels, among others.
"We (gaming-industry workers) accepted that long ago."
But just because it always has been that way does not mean local hotel and casino operators have totally given up on December. In recent years, new attractions have increased December visitor numbers.
AAA, the nation's largest motoring organization, said based on its Web site's hotel bookings, Las Vegas is the nation's No. 2 travel destination for the last two weeks of the year, behind only Orlando, Fla.
"December continues to be the softest month in terms of visitor counts, but things have been improving in recent years," said Terry Jicinsky, Las Vegas Convention and Visitors Authority spokesman.
In 2004, hotel-motel occupancy in December averaged 78.2 percent, down considerably from the yearlong average of 88.6 percent, Jicinsky said. However, he noted that is at least better than Las Vegas' seasonal downturn in the 1980s and early 1990s, when December occupancy was in the 60 percent range, causing the hotel industry to tighten its belt.
"In the old Las Vegas, casino employees were encouraged to take vacations in December to limit the workforce because there was not enough business," Jicinsky said. "Today, that does not happen.
"Also, showrooms used to go dark for two weeks this time of year. That also does not happen now because of today's aggressive business strategy."
McCarran International Airport spokesman Scott Russell said flight statistics show that December's arrivals and departures have skyrocketed from slightly more than 2.5 million in 2001 to 3.3 million last year.
Russell said about 20 percent of the passengers on an average flight at any time of the year are Las Vegas residents.
Jicinsky attributes the climb in December visitor totals to the popularity of four end-of-year events: the National Finals Rodeo; the Las Vegas Showdown, a basketball tournament; the Las Vegas Marathon, and Las Vegas Bowl, a college football game.
But such events have not been enough to draw the numbers of out-of-towners equal to other times of the year, forcing some gaming industry officials to target locals to make up the potential revenue losses.
Two-for-one packages currently being offered to locals include "Blue Man Group" at the Venetian and "Mystere" at Treasure Island.
"The Blue Man" offer, which runs through Jan. 8, involves the $87.50, $109.50 and $126 seats. The "Mystere" offer runs through Jan. 29 and covers the $75 and $95 seats. Nevada identification is required to get the two-for-one tickets.
Midweek room rates at some Strip resorts are as low as $24 to $40 per night. For example, for those checking in today and checking out Friday, the lowest rates include $24 at the Boardwalk; $29 at the Riviera and Sahara; $32 at Circus Circus; $36 at the Frontier; and $40 at the Excalibur, according to orbitz.com.
By comparison, the average Las Vegas hotel room rate for last December was $82.24 per night, the LVCVA said.
Some Strip hotels, however, refuse to specifically target locals to offset potential losses from fewer tourists.
"There is not a drastic shift in our marketing in December," Harrah's Entertainment spokesman David Strow said. "Our target is primarily tourist-driven. But, of course, we welcome the business from locals."
Strow, speaking on behalf of the six local Harrah's properties -- Caesars Palace, Paris Las Vegas, Bally's, Flamingo Las Vegas, Rio and Harrah's -- said the company undertakes "some more aggressive marketing in December," including increasing slot and poker tournaments, which tend to draw locals as well as visitors.
Diederich says he does not remember "any great attempt to increase local business in December" at the resorts for which he worked dating to the 1950s. He also does not take advantage of the seasonal discounts offered by today's big casinos.
"I never go to the Strip," Diederich said. "It's just too big today."
Kesterson also does not frequent Las Vegas Boulevard -- except at Christmastime.
"We went the other day to see the teddy bear exhibit at the Four Seasons," Kesterson said. "I love to go there (to the Strip) this time of year just to see how some of the hotels are decorated. Some of the displays are just fantastic. And it's free if you go there just to look.
"As far as I can remember, it has always been this way in Las Vegas in December. It is our Christmas tradition."
UNLV sociology professor Ronald Smith, a Las Vegas resident since 1972, has taken advantage of the Strip deals offered to locals. He views such marketing techniques as "an opportunity (for locals) to enjoy something" many do not usually get a chance to see.
"The major hotels realize it is a slow season for the usual tourist trade, so they market to whatever market is here," Smith said.
"Well, guess what? We (locals) are here and we have the money to spend. It is simple economics.
"I have to admit I quite enjoy it. The Strip is less crowded this time of year. Parking is better. There are fewer lines. It's far more relaxing -- a much slower pace to enjoy half-priced shows and meals. I can only suggest we take advantage of it while it lasts."
Ed Koch can be reached at 259-4090 or at [email protected].
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