As visitors and pundits continue to grapple with affordability issues in Las Vegas, some casino operators are setting themselves apart by resisting the industry’s post-Covid march toward higher prices and fewer player-friendly perks.
Among those with a reputation for bucking the current trend is the South Point hotel-casino. The privately owned off-Strip property, which celebrates its 20th anniversary later this month, consistently fills its free parking lots with loyal locals, tournament bowlers, old-school players, racing fans, the rodeo crowd and value-seeking customers.
South Point stands in stark contrast to many Strip, off-Strip and downtown casino operators, which in recent years have leaned heavily on inflated fees, excessive house-friendly gaming conditions and revenue-maximizing strategies that have alienated some longtime customers. With Las Vegas tourism plummeting and other casinos trying to win back guests with short-term gimmicks and sales, South Point has never wavered from the principles that made it what it is today.
“We’re not doing anything different,” said Ryan Growney, director of South Point Hotel, Casino & Spa. “We’re doing the same thing we’ve always done. We’re doing the same thing (South Point owner) Michael Gaughan has always done for his locals, and that’s give them a good deal and make sure they’re taken care of.”
South Point sticks to what works
People familiar with South Point say its appeal comes from consistency in how it treats guests, in how it treats employees and how it understands its audience.
“The one thing that’s true about South Point is that it knows exactly who its customer is and who its customer isn’t,” said Anthony Lucas, a professor of casino management at UNLV and a former Las Vegas casino executive. “There’s no confusion about what (South Point) wants to be.”
That clarity is important, especially among locals who increasingly feel overlooked by the city’s biggest casino operators.
“We never go to The Strip anymore,” said Tommy Fuccillo, a Bay Area native who retired to Henderson with his wife, Arlene. “They don’t care about you there. You’re just a walking dollar sign to them. At least here they make us feel like they care, like we matter.”
Amanda Belarmino, an associate professor at UNLV’s William F. Harrah College of Hospitality, said locals have grown tired of what she calls “foul-weather friends,” or businesses that only court them when times are tough.
“The local casino operators have always appreciated all of their guests, and they offer amenities that we really value,” she said, pointing to family-friendly entertainment and a focus on the neighborhoods where people actually live. “Especially for South Point, their partnership with local radio and their discounted live entertainment creates a unique niche for them.”
‘That’s who he is’
Belarmino said South Point’s roots in the Gaughan family’s long history with Coast Casinos also reinforces the sense that the property is part of the community, not just another revenue generator for a faceless company. That local-first philosophy helps explain why South Point attracts not only budget-conscious visitors but a loyal daily audience of residents looking for familiarity, convenience and what they consider “real Vegas” hospitality.
“That’s all he knows. That’s who he is,” Growney said of Michael Gaughan’s focus on giving guests the classic Las Vegas experience. “A lot of the things Michael learned from his father (Jackie), they still work. So from that point of view, it’s important that we stick with it, and we will continue to do that.”
The payoff for staying true to what makes Las Vegas special is easy to see. On a random, rainy Tuesday afternoon in November, every open table game on South Point’s casino floor was near capacity, and the symphony of occupied slot machines filled the space.
“We pride ourselves on the fact that we are the busiest location in town,” Growney said. “Who wouldn’t be? Our employees are proud of it, and they’re happy to come to work because the business is there.”
People over profits at South Point
A big part of South Point’s success is the people who work there.
Of 3,160 employees, 98 have been there for at least a decade and 191 have reached 20 years. Ten employees at South Point have worked for Gaughan for 30 years, and three have been with him for more than 40 years.
In a city where the casino payroll is constantly changing, these numbers suggest that the loyalty South Point cultivates with customers is reflected among its staff.
Ann Brown, a Las Vegas native who now lives in Cedar City, Utah, said her husband, Bob, worked for Gaughan for more than 35 years, dating back to when the family owned the Barbary Coast Hotel Casino.
“He treats his employees very well,” she said. “We can’t say enough good things about Mr. Gaughan. I think he hung the moon.”
JoAnn Ruffino, of Henderson, also worked at Barbary Coast for Gaughan and knows several “very happy” employees at South Point. Ruffino said she occasionally visits South Point now, and she understands why the property is doing so well.
“I just love the atmosphere there,” she said. “Mr. Gaughan knows how to run a great casino, coming up in South Point. They are generous to their customers. They give back. They don’t just price you, and it’s a pleasure to go in there.”
“Something for everyone”
But it’s not just locals or former employees who make up South Point’s diverse customer base. The property also draws a healthy dose of out-of-towners with its wide range of offerings. Growney estimates the locals/tourists split to be roughly 70/30.
South Point has a 64-lane bowling alley and is one of only two tournament-sanctioned bowling facilities in the country attached to a casino hotel. It also has a 4,600-seat arena and equestrian complex, which hosts some of the largest and most well-attended rodeo events in the country. The property also features a bingo hall, a 16-screen movie theater, a 400-seat showroom, 180,000 square feet of meeting and convention space, and the only racing book left in Nevada.
While other Las Vegas casinos have seen an uptick in business as the city embraces sports, South Point stands on its own.
“We don’t depend on the big events (like the Super Bowl or the Formula 1 Las Vegas Grand Prix),” Growney said. “We create our own big events, and that’s what has helped us remain so successful.”
Combining a locals-first philosophy with carefully cultivated destination appeal, South Point offers a model of sustainable Las Vegas hospitality. It’s a property that thrives not by chasing every trend, but by sticking to its principles: consistent value, hands-on management, and memorable experiences for every guest.
As Growney puts it, “There’s something for everyone here, and that’s what keeps people coming back.”
Contact David Danzis at ddanzis@ theplayerlounge.com or 702-383-0378. Follow @AC2Vegas_Danzis on X.
