Wynn Las Vegas

Corporate brand

A luxury integrated resort and casino on the Las Vegas Strip, combining hotel accommodation, gaming, dining, entertainment, retail, wellness and golf.

Last updated October 14, 2026

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Overview

Wynn Las Vegas is a luxury integrated resort on the eastern side of the Las Vegas Strip in Las Vegas, Nevada. It was developed by casino entrepreneur Steve Wynn through Wynn Resorts and opened on April 28, 2005, on the former site of the Desert Inn. The project established Wynn Resorts as a major publicly traded destination-resort operator and introduced a deliberately high-end alternative to the increasingly mass-market, spectacle-driven Las Vegas model. Its design, service standards and mix of non-gaming amenities were intended to attract affluent leisure travelers, convention guests and premium casino customers rather than rely solely on conventional casino volume. The resort is centered on the Wynn Las Vegas hotel tower and casino, with Encore Las Vegas later added as a complementary sister tower. Encore opened on December 22, 2008, expanding the accommodation, gaming, dining, nightlife and pool offering while extending the Wynn brand's visual and service identity. Together, Wynn and Encore form one of Wynn Resorts' principal Las Vegas operations, although Wynn Las Vegas remains a distinct property and brand within the broader portfolio. The property combines luxury guest rooms and suites with a casino, restaurants, lounges, a spa, pools, retail space, meeting and convention facilities, entertainment venues and a golf course. Its commercial proposition is experiential: the resort sells accommodation and gaming alongside highly curated food, beverage, shopping, nightlife and leisure experiences. Fine dining and premium hospitality are central to its positioning, while the resort's casino and host-led customer relationships serve high-value gaming customers. Wynn promotes the property as a Forbes Travel Guide Five-Star hotel and emphasizes service quality, design and personalized attention. A notable feature of the original resort concept was the inclusion of a golf course, a relatively unusual amenity for a major Las Vegas Strip casino resort. The course was subsequently redesigned and reopened as Wynn Golf Club in 2019. The resort has also developed a broader retail and entertainment ecosystem. Wynn Plaza, a luxury retail expansion connected to the resort, was developed during the late 2010s; Wynn Resorts announced a joint venture with Crown Acquisitions in 2016 concerning the operation and development of the property's luxury retail space. Marketing has generally presented Wynn Las Vegas as an upscale, polished and service-led destination. In 2012, the resort introduced a GPS-enabled digital taxi-cab program using tablets installed in approximately 1,000 Las Vegas taxis. The content provided location-sensitive audio and video information about Wynn, Encore and other Las Vegas attractions, with QR-code functionality intended to help passengers plan activities and reservations. The campaign sought to make the resort part of the visitor's journey from the airport or around the Strip rather than limit promotion to traditional hotel advertising. The brand is owned and operated within Wynn Resorts, Limited, a public company whose portfolio has included casino resorts in Las Vegas, Macau and other markets. Wynn Las Vegas itself is not a separately listed company. Its identity remains closely associated with the Wynn name, but its business is broader than a hotel brand: it is an integrated resort whose revenues and guest relationships span rooms, casino gaming, food and beverage, entertainment, retail, meetings and leisure facilities. It remains active as a flagship Las Vegas luxury resort.

History

Wynn Las Vegas grew out of Steve Wynn's plan to redevelop the Desert Inn site on the Las Vegas Strip. Wynn acquired the Desert Inn property in 2000 after the sale of Mirage Resorts to MGM Grand, obtaining a large and strategically located parcel for a new destination resort. Rather than preserve the existing operation as a conventional casino hotel, the development pursued a more integrated luxury concept built around design, service, premium gaming and substantial non-gaming amenities. Wynn Resorts, Limited was formed in 2002 and completed its initial public offering on Nasdaq in October of that year under the symbol WYNN. The company devoted a significant portion of the offering proceeds to the Las Vegas project, alongside debt financing and other capital arrangements. Construction and development produced a large-scale resort with a hotel tower, casino, restaurants, retail, entertainment, meeting facilities, pools and a golf course. The project was designed to compete for affluent visitors and high-value casino customers by emphasizing quality and exclusivity rather than depending only on broad mass-market traffic. Wynn Las Vegas opened on April 28, 2005. Its arrival marked the first completed project of the newly public Wynn Resorts and helped reinforce a shift in Las Vegas toward luxury integrated resorts with increasingly important non-gaming offerings. The property operated with Wynn's characteristic focus on high-touch service, premium rooms and suites, curated dining and entertainment, and a casino designed to serve both general visitors and high-end players. The resort's golf course distinguished it from many neighboring Strip properties and gave the brand an additional leisure component. The complex expanded with the opening of Encore Las Vegas on December 22, 2008. Encore functioned as a sister resort and extended the shared Wynn design language, service proposition and guest ecosystem. The combined Wynn and Encore operation increased room inventory and broadened the range of restaurants, nightlife, pools, casino areas and entertainment spaces available to visitors. Although the two properties are closely linked commercially, Wynn Las Vegas remains the original resort and a separate brand/property identity. During the 2010s, the resort continued to develop its retail and visitor-experience infrastructure. In 2012 it launched an interactive taxi-cab marketing program with Show Media. Approximately 1,000 taxis received tablet devices capable of presenting GPS-sensitive video and audio content about Wynn Las Vegas, Encore and attractions around Las Vegas. The initiative was intended to reach visitors during the common airport-to-Strip journey, combining destination information with resort promotion and QR-code-enabled planning tools. In 2016, Wynn Resorts announced a partnership with Crown Acquisitions concerning the luxury retail operations at Wynn and Encore. The arrangement included the development of Wynn Plaza, adding a substantial new retail component to the resort campus. The expansion supported the property's strategy of treating shopping, dining and leisure as major elements of the destination rather than ancillary services to casino gaming. The golf facility was later redesigned and reopened as Wynn Golf Club in 2019. Its return strengthened the resort's appeal to luxury leisure travelers and helped preserve one of the most distinctive features of the original Wynn Las Vegas concept. The property has also continued to use entertainment, dining, digital media and gaming-related marketing to communicate its premium positioning. Wynn Las Vegas operates today as a flagship Las Vegas asset of Wynn Resorts, Limited. The parent company is publicly traded, but the resort is not a separately listed issuer. Its business model remains that of an integrated resort, combining rooms, casino gaming, food and beverage, entertainment, retail, meetings, spa and pool facilities, and golf. The brand's differentiation rests on luxury presentation, service standards and the attempt to make the entire property an experiential destination for both casino and non-casino guests.

2019
Wynn Golf Club reopened
[1]Wynn Las Vegas official websitewynnlasvegas.com
The resort's redesigned golf course reopened as Wynn Golf Club.
2016
Retail partnership and Wynn Plaza announced
[4]Wynn Resorts Partners with Crown Acquisitions to Develop and Operate Retail Offerings at Wynn Las Vegasinvestors.wynnresorts.com
Wynn Resorts announced a Crown Acquisitions joint venture covering luxury retail operations and the development of Wynn Plaza.
2012
Interactive taxi program launched
[3]Wynn Las Vegas Introduces Digital Taxi Cab Marketing Programprnewswire.com
Wynn introduced GPS-based tablet advertising and visitor information across approximately 1,000 Las Vegas taxis.
2008
Encore Las Vegas opened
[2]Wynn Resorts history and property informationen.wikipedia.org
The adjacent Encore Las Vegas opened on December 22, expanding the resort complex's lodging, gaming, dining and entertainment offer.
2005
Wynn Las Vegas opened
[2]Wynn Resorts history and property informationen.wikipedia.org
Wynn Las Vegas opened on April 28 as Wynn Resorts' first completed resort project.
2002
Wynn Resorts formed and went public
[9]Wynn Resorts formed and went publicwynnresortslimited.gcs-web.com
Wynn Resorts, Limited was formed in Nevada and completed its initial public offering on Nasdaq, providing equity capital for the Las Vegas resort project.
2000
Desert Inn site acquired
[8]Desert Inn site acquiredgrokipedia.com
Steve Wynn acquired the Desert Inn property and its large Las Vegas Strip site, creating the development opportunity that became Wynn Las Vegas.

Products and positioning

Luxury integrated resort focused on premium hospitality, personalized service, high-end gaming, fine dining, entertainment, retail and destination experiences.

Luxury accommodation · 2005
Wynn Las Vegas hotel
The original Wynn Las Vegas hotel provides luxury rooms and suites within the integrated resort. Accommodation is marketed around high service standards, premium design and access to the property's casino, restaurants, entertainment, shopping, pools, spa, golf and meeting facilities.
Casino gaming · 2005
Wynn Las Vegas casino
The casino is a core component of the resort, offering table games, slot machines and other gaming experiences in a luxury-resort setting. Its customer proposition includes both general casino visitation and relationship-led service for premium and high-value players.
Luxury resort and hotel · 2008
Encore Las Vegas
Encore Las Vegas is the sister resort adjoining Wynn Las Vegas. Opened in 2008, it expanded the complex with additional rooms and suites, casino space, restaurants, nightlife, pools and other guest amenities while sharing the broader Wynn service and luxury identity.
Golf and leisure · 2019
Wynn Golf Club
Wynn Golf Club is the resort's golf facility. The redesigned course reopened in 2019 and provides a leisure amenity aligned with the property's strategy of attracting luxury travelers through experiences beyond casino gaming.
Luxury retail · 2017
Wynn Plaza
Wynn Plaza is a luxury retail expansion associated with Wynn Las Vegas. It formed part of the resort's broader retail strategy and the 2016 partnership announced by Wynn Resorts and Crown Acquisitions concerning retail operations at Wynn and Encore.
Food, beverage and entertainment · 2005
Dining and entertainment venues
Wynn Las Vegas offers a portfolio of fine-dining and casual restaurants, bars, lounges, shows, nightlife and other entertainment venues. These offerings are central to the resort's destination proposition and help attract visitors who are not primarily seeking casino gaming.

Marketing campaigns

2024World Poker Tour: Brand Value
United States
A television advertisement listed as “World Poker Tour: Brand Value” presented Wynn Las Vegas in a poker and gaming context, reinforcing the resort's association with premium casino experiences.
Source
2024Wynn's Mixologist Unwraps a Surprise Gift
United States
A 2024 Wynn Las Vegas commercial centered on a mixologist and a surprise gift, using hospitality and beverage service to communicate the resort's experiential luxury positioning.
Source
2021WynnBet launch campaign featuring Ben Affleck and Shaquille O'Neal
United States
WynnBet launched a television, app and social-media campaign featuring Ben Affleck, Shaquille O'Neal and Melvin Gregg. The creative connected the online sportsbook and iGaming service with the sportsbook at Wynn Las Vegas and used entertainment talent to present betting as a social experience.
Outcome. The campaign extended Wynn's resort identity into digital sports betting and promoted WynnBet across broadcast and digital channels.
Source
2012Digital Taxi Cab Marketing Program
United States
Wynn Las Vegas partnered with Show Media to place tablet devices in approximately 1,000 Las Vegas taxis. GPS-enabled content supplied audio and video information about Wynn, Encore, local attractions, shopping and nightlife, while QR codes supported reservations and itinerary planning. The program was designed to engage visitors during taxi journeys and present useful information rather than rely solely on direct sales messaging.
Outcome. The campaign gave Wynn an exclusive in-taxi programming environment and a location-aware channel for engaging visitors arriving in or traveling around Las Vegas.
Source

Brand decisions

2019
Wynn Golf Club reopened after redesignGeneration change
Background
Golf was part of the original Wynn Las Vegas concept and was used to distinguish the resort's leisure offering from a purely casino-centered property.
Action taken
The redesigned Wynn Golf Club reopened as an active resort amenity.
Aftermath
The reopening restored golf as a visible part of Wynn Las Vegas's luxury destination proposition.
Source
2016
Luxury retail joint venture announcedStrategy
Background
Wynn Resorts sought to expand and professionalize the luxury retail component of the Wynn and Encore Las Vegas complex while developing the planned Wynn Plaza.
Action taken
Wynn Resorts announced a joint venture with Crown Acquisitions to own and operate portions of the existing luxury retail space and develop Wynn Plaza.
Aftermath
The agreement broadened the resort's destination mix beyond accommodation and gaming and supported the addition of a substantial luxury-shopping area.
Source

Recent events

2024
Wynn Las Vegas appeared in World Poker Tour advertising[10]World Poker Tour: Brand Valueispot.tv
Campaign · Other
A Wynn Las Vegas television spot titled “World Poker Tour: Brand Value” was listed as a 2024 advertisement promoting the resort in connection with poker and gaming content.
2021
WynnBet advertising connected the sportsbook brand with Wynn Las Vegas[5]WynnBet launches advertising campaign starring Affleck and O'Nealcasinobeats.com
Campaign · Product launch
WynnBet, a Wynn Resorts online sports-betting and iGaming business, launched a campaign featuring Ben Affleck, Shaquille O'Neal and Melvin Gregg. The commercials depicted a journey to the sportsbook at Wynn Las Vegas and were distributed through television, the app and social media.
2019
Wynn Golf Club reopened after redesign[1]Wynn Las Vegas official websitewynnlasvegas.com
Product launch · Product generation
The golf offering at Wynn Las Vegas returned as the redesigned Wynn Golf Club, reinforcing the resort's positioning as a luxury destination with substantial non-gaming amenities.
2016
Wynn Resorts announced a luxury-retail joint venture[4]Wynn Resorts Partners with Crown Acquisitions to Develop and Operate Retail Offerings at Wynn Las Vegasinvestors.wynnresorts.com
M&A
Wynn Resorts announced an agreement with Crown Acquisitions to develop and operate luxury retail space at Wynn Las Vegas, including the planned Wynn Plaza expansion and existing retail areas at Wynn and Encore.
2012
Wynn Las Vegas introduced GPS-enabled taxi advertising[3]Wynn Las Vegas Introduces Digital Taxi Cab Marketing Programprnewswire.com
Campaign · Product launch
The resort launched an interactive campaign across about 1,000 Las Vegas taxis. Tablet-based audio and video content used GPS information to present visitors with resort information and locally relevant attractions, while QR codes supported activity planning and reservations.
2008
Encore Las Vegas expanded the Wynn resort complex[2]Wynn Resorts history and property informationen.wikipedia.org
Product launch · Product generation
Encore Las Vegas opened on December 22, 2008, adding a sister hotel tower and further accommodation, gaming, dining, entertainment and leisure capacity to the Wynn Las Vegas complex.
2005
Wynn Las Vegas opened as Wynn Resorts' first project[2]Wynn Resorts history and property informationen.wikipedia.org
Other · Product launch
Wynn Las Vegas opened on April 28, 2005, becoming the first major resort project of Wynn Resorts and replacing the former Desert Inn site with a newly developed luxury casino resort.

Sources15 sources

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