TOPIC: The Tools for Marketing Vegas Nightlife
Bryan Bass is a well-respected hospitality leader with an extensive marketing background and diverse skill set developed over 25 years in the industry. He currently serves as Vice President of Marketing for the corporate Event & Nightlife team at MGM Resorts International. In this role, he oversees the execution of the company’s strategic marketing direction and the development and launch of new nightlife, bar and lounge concepts.
It’s the continuation of a progressive career path that has included launching multi-million casino resort projects for Wynn Resorts, the Hakkasan Group and The Cosmopolitan of Las Vegas. Recently, Bass completed a term contract in the Philippines where he executed the launch of the $3B USD Okada Manila project in Entertainment City in the heart of Manila. In this role, he oversaw all non-casino marketing and branding initiatives including the international introduction of an 8-figure advertising and branding campaign.
In 2010, Bass was recruited to manage all marketing operations for Las Vegas Nightlife Group as they prepared to open the $70M Encore Beach Club and Surrender Nightclub project at Wynn Las Vegas resort. The brand launch of these venues was a global success leading to more than $100M in gross annual revenues, a long list of awards and accolades and exclusive residencies with over 50 EDM artists.
Three years later, Bass would leave the Wynn to launch a successful consulting and marketing agency, Bass Management Consultants, with a focus on providing high-level problem solving, marketing solutions and opening strategies to hospitality companies including: Hakkasan Group; The ONE Group, operators of 24 hospitality outlets including the wildly popular STK; BR Guest Hospitality, operator of 25 hospitality outlets in 4 markets including the Strip House steakhouse brand and James Beard award-winning chef Michel Richard’s Central Restaurant operating in Las Vegas, Atlantic City and Washington, DC.
Throughout his career he has always embraced a mentorship role, which is why, at the request of his alma mater, he created the country’s first university accredited Nightclub Management course. He instructed the highly successful and popular curriculum for nearly five years. Around the same time, he also achieved certification from the Master Court of Sommeliers.