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When talking about themes, Scott Lukas likes to center on Las Vegas. But he also references ancestral cave paintings and toilet-themed bars in Japan.
The Lake Tahoe Community College teacher is investigating the topic of theming for a book deal and project for the National Endowment for the Humanities in Washington, D.C.
Although themes go back to indigenous people building residences in the "shapes of animals, the stars or the human body," Lukas said the use of themes took hold in modern America in places like Coney Island, Disneyland and Six-Flags amusement parks.
Anyone who has visited Las Vegas recently can see multiple themes with Caesars Palace, Treasure Island, Tropicana, Venetian and Luxor, Lukas said.
"Typically, theming is used today to make an impression with customers, to keep them interested in the product or service being sold and to make them come back to the venue again and again," Lukas said.
Lukas said he signed a book deal with Lexington Books and will write a few chapters, along with more than 15 other authors, on the topic. The tentative book title is "Critical Geographies of Theming" and is due for publication later this year.
In one of the chapters, Lukas will address controversial theming, including a failed airplane crash restaurant which was scrapped after the Sept. 11, 2001, terrorist attacks.
"Japan has some of the most outrageous theming, including a Titanic-themed venue, a prison-themed bar and a toilet-themed bar," he said.
Casinos, he said, usually revolve around one theme. Examples include the Luxor with its Egyptian focus, the MGM Grand with movies as its centerpiece and the New York-New York which attempts to recreate the Big Apple complete with steaming manhole covers.
"It really depends on what you want (in) Vegas and you have maybe 30 different themes," Lukas said.
Lake Tahoe, Lukas said, could learn from Las Vegas.
"Probably, South Lake Tahoe residents are against theming because they might view it as gaudy or too commercial, but I do not believe that Lake Tahoe's casinos (and) hotels can compete with Las Vegas in part because of the lack of Tahoe theming," Lukas said.
John Packer, spokesman for three Stateline gaming properties including Harrah's Lake Tahoe, disputed that Tahoe sites are theme-less.
Harveys Resort and Casino is morphing into an entertainment location with offerings such as the Improv, Cabo Wabo Cantina, "Lipstick" adult revue and the outdoor concert series. "The Party's at Harveys" is the casino's tag line and "now we're putting some teeth behind it," Packer said.
Harrah's Lake Tahoe is more "elegant," while a refurbished Bill's Lake Tahoe Casino, with a new nightclub and tattoo shop, is aimed for the younger crowd, Packer said.
While the casinos in Las Vegas have attractions such as a volcano in front of the Mirage and a smaller-scale Eiffel Tower at Paris Las Vegas, Packer said "our calling card is the lake itself."
Packer added Las Vegas casinos need themes to compete with other sites along The Strip.
"We feel like there is something for everyone," he said.
Ellen Pollard, spokeswoman at Horizon Casino Resort, said the site lacks a theme. Lukas thinks the best theme is at Lakeside Inn and Casino as a wooded cabin.
"It is consistent, not in your face, and received well by customers," he said.
Those attributes and ambiance is what Lakeside strives to achieve, President Mike Bradford said.
"We do refer to the character that we try to achieve as a mountain lodge," he said.
Plenty of wood, period photos of Tahoe and other accents help provide the "mountain lodge" feel, Bradford added.
"We don't think about it a lot, but we are very loyal to it," he said.
Although Las Vegas and amusement parks are large-scale examples of theming, smaller-scale examples are barber shops with pool tables and televisions turned to sports programs and a dentist's office in Florida that has a "Star Trek" theme.
Homes and the Internet are also turning to themes, Lukas said.
"Some cultures," Lukas said, when referring to Japan, "take it to a certain level."
Theme definitions
-- Theming: The use of geography, architecture, signage, interior design and people to produce an organized and consistent theme. Common themes include Italy, Roman, the Wild West, tropical, Egyptian and space.
-- Archetheme: The predominant theme present at a casino or theme park. Various subthemes may also be present.
-- Theming Complex: The entity of theming that is constructed and maintained in a venue, including the use of people to portray a theme. An example is Caesars using themed garments with wait staff.
Lukas' theming principles
-- Develop a memorable and consistent theme throughout the venue
-- Incorporate the theme consistently throughout the space, include microtheming (small details) to better establish the theme in the viewer's mind
-- Make the theme natural so that the patron feels comfortable. A theme that is overwhelming (example: Las Vegas' Aladdin) will detract from the customer's experiences
-- Do not incorporate multiple and contrasting theming in the same venue. Though this is acceptable and successful in theme parks, within the hotel and casino venue it is confusing. For example, it would not make sense to have multiple themed restaurants representing different themes within the casino
-- Theming should be updated. Whether it is technological, costume or signage, it is important that the themed venue be updated to maintain the appeal of the customer
Source: Scott Lukas
The Lake Tahoe Community College teacher is investigating the topic of theming for a book deal and project for the National Endowment for the Humanities in Washington, D.C.
Although themes go back to indigenous people building residences in the "shapes of animals, the stars or the human body," Lukas said the use of themes took hold in modern America in places like Coney Island, Disneyland and Six-Flags amusement parks.
Anyone who has visited Las Vegas recently can see multiple themes with Caesars Palace, Treasure Island, Tropicana, Venetian and Luxor, Lukas said.
"Typically, theming is used today to make an impression with customers, to keep them interested in the product or service being sold and to make them come back to the venue again and again," Lukas said.
Lukas said he signed a book deal with Lexington Books and will write a few chapters, along with more than 15 other authors, on the topic. The tentative book title is "Critical Geographies of Theming" and is due for publication later this year.
In one of the chapters, Lukas will address controversial theming, including a failed airplane crash restaurant which was scrapped after the Sept. 11, 2001, terrorist attacks.
"Japan has some of the most outrageous theming, including a Titanic-themed venue, a prison-themed bar and a toilet-themed bar," he said.
Casinos, he said, usually revolve around one theme. Examples include the Luxor with its Egyptian focus, the MGM Grand with movies as its centerpiece and the New York-New York which attempts to recreate the Big Apple complete with steaming manhole covers.
"It really depends on what you want (in) Vegas and you have maybe 30 different themes," Lukas said.
Lake Tahoe, Lukas said, could learn from Las Vegas.
"Probably, South Lake Tahoe residents are against theming because they might view it as gaudy or too commercial, but I do not believe that Lake Tahoe's casinos (and) hotels can compete with Las Vegas in part because of the lack of Tahoe theming," Lukas said.
John Packer, spokesman for three Stateline gaming properties including Harrah's Lake Tahoe, disputed that Tahoe sites are theme-less.
Harveys Resort and Casino is morphing into an entertainment location with offerings such as the Improv, Cabo Wabo Cantina, "Lipstick" adult revue and the outdoor concert series. "The Party's at Harveys" is the casino's tag line and "now we're putting some teeth behind it," Packer said.
Harrah's Lake Tahoe is more "elegant," while a refurbished Bill's Lake Tahoe Casino, with a new nightclub and tattoo shop, is aimed for the younger crowd, Packer said.
While the casinos in Las Vegas have attractions such as a volcano in front of the Mirage and a smaller-scale Eiffel Tower at Paris Las Vegas, Packer said "our calling card is the lake itself."
Packer added Las Vegas casinos need themes to compete with other sites along The Strip.
"We feel like there is something for everyone," he said.
Ellen Pollard, spokeswoman at Horizon Casino Resort, said the site lacks a theme. Lukas thinks the best theme is at Lakeside Inn and Casino as a wooded cabin.
"It is consistent, not in your face, and received well by customers," he said.
Those attributes and ambiance is what Lakeside strives to achieve, President Mike Bradford said.
"We do refer to the character that we try to achieve as a mountain lodge," he said.
Plenty of wood, period photos of Tahoe and other accents help provide the "mountain lodge" feel, Bradford added.
"We don't think about it a lot, but we are very loyal to it," he said.
Although Las Vegas and amusement parks are large-scale examples of theming, smaller-scale examples are barber shops with pool tables and televisions turned to sports programs and a dentist's office in Florida that has a "Star Trek" theme.
Homes and the Internet are also turning to themes, Lukas said.
"Some cultures," Lukas said, when referring to Japan, "take it to a certain level."
Theme definitions
-- Theming: The use of geography, architecture, signage, interior design and people to produce an organized and consistent theme. Common themes include Italy, Roman, the Wild West, tropical, Egyptian and space.
-- Archetheme: The predominant theme present at a casino or theme park. Various subthemes may also be present.
-- Theming Complex: The entity of theming that is constructed and maintained in a venue, including the use of people to portray a theme. An example is Caesars using themed garments with wait staff.
Lukas' theming principles
-- Develop a memorable and consistent theme throughout the venue
-- Incorporate the theme consistently throughout the space, include microtheming (small details) to better establish the theme in the viewer's mind
-- Make the theme natural so that the patron feels comfortable. A theme that is overwhelming (example: Las Vegas' Aladdin) will detract from the customer's experiences
-- Do not incorporate multiple and contrasting theming in the same venue. Though this is acceptable and successful in theme parks, within the hotel and casino venue it is confusing. For example, it would not make sense to have multiple themed restaurants representing different themes within the casino
-- Theming should be updated. Whether it is technological, costume or signage, it is important that the themed venue be updated to maintain the appeal of the customer
Source: Scott Lukas
