While in Las Vegas for G2E a few weeks back, I was fortunate enough to see Metallica perform two shows at The Sphere. Well, what can I say? What a venue! I obviously knew through word of mouth – particularly from those who have been to see resident show The Wizard of Oz recently or U2 a few years ago – that The Sphere experience was unique, but to witness it first-hand (and at Metallica no less!) was truly something to behold.
Which got me thinking. Is it time for Macau to build its own Sphere?
The concept makes perfect sense to me. Like Las Vegas, Macau is a regional entertainment hub that has in recent years made clear its intention to follow the Las Vegas model and diversify its offering away from a pure gaming play.
That means investing in feature attractions that give people more reasons to visit, stay longer and spend more money – particularly at a time when length of stay is falling and average visitor spend is on a similar downward trajectory.
Few attractions have captured the world’s imagination quite like The Sphere, which has undoubtedly become a destination in its own right rather than simply another concert venue. The sea of black Metallica t-shirts that flooded into Las Vegas during G2E week was testament to that!
Could something similar work in Macau? Absolutely. The Cotai Strip has long been the centerpiece of Macau’s integrated resort development, but pockets of undeveloped land remain that could be considered for suitability. And while the government has indicated that certain plots are not intended for gaming-related development, an independent entertainment venue could be an entirely different proposition.
The beauty of such a project is that its benefits would not be confined to whoever operates it.
Las Vegas has demonstrated how a major entertainment attraction can generate demand well beyond its own walls. The Sphere brings visitors to the northern end of the Strip, creating opportunities for nearby resorts to capture additional hotel, restaurant, retail and gaming business.
Macau’s operators already understand this principle. Galaxy Entertainment Group and Sands China have invested heavily in live entertainment, with their concert schedules helping drive visitation and spending across their respective properties. In fact, Galaxy has reported that some concerts and sporting events lift footfall at Galaxy Resort by 30% to 40% on event days. That is a compelling argument for entertainment as a commercial driver, not merely an amenity.
A Macau Sphere could take that concept to another level, attracting international superstars and productions that might otherwise bypass the city for the likes of Hong Kong or Singapore. It could also give neighboring resorts another reason to compete for visitors through accommodation, dining and other experiences. Done properly, it could be a win for the venue operator, surrounding concessionaires and local businesses alike.
Most importantly, it would align with the government’s stated ambition to broaden Macau’s international visitor base. A globally recognizable entertainment landmark like The Sphere could help promote the city to audiences in markets that have traditionally thought of Macau as nothing more than a casino town.
There is, of course, a cost factor to consider and it is no secret that the Las Vegas project has taken some years to find its feel. At least now the resident show model that has proven so successful via The Wizard of Oz has provided a pathway to profitability.
Still, the underlying idea deserves consideration. Macau has the resorts, the transport links, the hospitality infrastructure and an increasingly sophisticated entertainment market that deserves global recognition.
Perhaps the missing ingredient is a truly distinctive reason for the world to come and discover what this city has to offer.
