Three-and-a-half years ago, Alex Dixon left his native Las Vegas for the uncertainty of a new career in the Midwest. In Iowa, as CEO of the DRA, a non-profit organization that runs the Q Casino, Dixon found work that he relished, running the regional operation.
But when Dixon was asked to serve as the new CEO of Resorts World Las Vegas on the Strip, Dixon couldn’t resist the opportunity to reverse his course.
“When I left three-and-a-half years ago I recognized that being a CEO of a land-based company provides an opportunity to kind of progress your career, and you’re never going to find the perfect job and the perfect place at the perfect time. You have to make some sacrifices and that’s why I left. So, when the opportunity to come back arose, it really was a natural progression of my career.”
Dixon was announced as CEO of Resorts World Las Vegas in early December. The lessons about the gaming industry he learned nearly 1,600 miles away are applicable to his new post.
He admits that Iowa didn’t have all the bells and whistles that Vegas does, but in the Midwest, Dixon learned “what the core gaming customer wants and what they like” is critical to the success of any casino.
“There are a number of things that we do very well,” Dixon says of the gaming industry in general. “We’ve grown our hospitality business, we’ve grown our entertainment business … But we have to get back to our core.”
“We have a well-rounded experience because the entertainment is phenomenal, is tremendous, but we’ve got to make sure that we are laser-focused on our core gaming customer,” Dixon adds, noting that local gamblers and high-end table games partners are both important constituencies.
Dixon realizes that Las Vegas has grown tremendously in the last few years. Notably, the Golden Knights (2017) of the NHL, the Aces (2018) of the WNBA, and the NFL’s Raiders (2020) have taken up residency. While gambling will always be the city’s core, Dixon is cognizant that there are people who flock to Las Vegas for other events.
That’s why Dixon touts Resorts Worlds’ other amenities and its proximity to other attractions.
“We have the best gym on the Las Vegas Strip,” he says. “We have the best spot on the Las Vegas Strip. So, this notion of wellness, we’re going to lean into it because there’s a different type of customer who is coming, yes, for the energy, yes for the sports, but I think also we are just a big city and we are diversifying our economy and people are here for any number of reasons.
“We’re going to carve out our niche and we’re going to be able to leverage every asset that we have.”
After spending three-and-a-half years away, Dixon has been impressed with some of the changes Las Vegas has undergone during his absence. He especially cited the city’s burgeoning arts district and its development.
“We’ve been evolving, and we’ve been growing fast, but now we’ve developed these distinct neighborhoods right in the catchment area of Resorts World Las Vegas,” Dixon said. “I think it’s going to pose a tremendous opportunity for us to engage in new emerging communities.”
A high school classmate was particularly excited to welcome Dixon back to Las Vegas. Pam Buckley, who was recently appointed the executive vice president of the non-profit organization Global Gaming Women, says Dixon is emblematic of some of the positive changes that have taken place in the last few years.
“Alex and I grew up in a Las Vegas whose leaders by and large did not look like us,” Buckley said. “With few women and people of color in positions of leadership at the time, we share an experience of charting our own paths. We also know just how important inclusive and representative leadership is to building future leaders and a strong organization.
“I know Alex will foster a culture of equality and progress at Resorts World Las Vegas and look forward to partnering with him to advance the mission of Global Gaming Women.”
Dixon said his responsibility is to make sure that Resorts World hires the best and most talented people, no matter the person’s background. He does plan to advocate for groups, including GGW, to ensure that all communities are served and that opportunities are available for all.
That mission includes patrons and customers.
“Whatever walk of life you come from, white, Black, young, old, you know it doesn’t matter,” Dixon says. “We want to open our doors and welcome people because we throw a party every day of the week, is the best way to describe it. We need to keep people safe, we want to have fun, be energetic We have the most beautiful property on the Strip, we have tremendous assets, and we want to show them all to every walk of life.”
