Wynn's Tower Suites are about to make their public debut.
WTS may have opened with the rest of the property in 2005 but once the current renovations are complete, they'll come out from under their rareified shell. For better or worse.
Rewind six months. As we began to learn about the slated property changes at Wynn Las Vegas, it was hard to predict exactly how they would manifest.
Re-imagined High Limit Slots. An updated lobby. A new nightlife concept. Ok then - probably more of the same... or so we thought.
Fast-forward to today: photos of the new Tower Suites lobby. Last week, a peek at the new High Limit Slot area. When a company like Wynn - wizards of a successful, repeatable process - do something new, it's worth taking notice.
From what we now know, the changes at Wynn Tower Suites are not superficial - we're talking about a fundamental change in the boutique hotel's value proposition.
Originally envisioned as a unique hideaway, separated from the masses, the new WTS design encourages integration with the rest of the resort.
A space that was previously private has been publically 'ropified', a direct lesson from the nightclub profits earned nearby at Tryst and XS.
While Tower Suites allure used to be a dignified and detached luxury, with this update it's setup to become luxury-on-display. The new sightlines and inevitable plate glass will show off what the 'peasants' in the Resort rooms are missing. This is a new kind of velvet rope and the goal is to never have a customer wonder why they should pay extra for Tower Suites.
How will guests react? It's going to be interesting to see.
Of course, for the highest end customers, things won't change much. They already get villas, private entrances and personal butlers. But for the Tower Suites guests who inhabit most of the nightly seats at Bartolotta, Wing Lei and SW, it will be interesting to see how they react. The privacy was a selling point.
Some have previously argued that the addition of Marilyn Winn-Spiegel meant that a Harrah's attitude was taking hold at Wynn Resorts. I'd argue it's more likely we're seeing a Drai/Waits/Morton/Hissom takeover: the lessons of nightlife, spreading throughout other operations.