LAS VEGAS (KSNV) — With Super Bowl Sunday simply days away, sportsbooks across the Las Vegas Valley are making ready for one of their busiest days of the 12 months — and searching nicely past it.
Despite a latest dip in tourism, trade leaders and economists say spending in Southern Nevada has remained regular, fueled by locals and guests keen to open their wallets as town cements itself as a worldwide sports vacation spot.
Economists say fears of a broader financial slowdown within the valley by no means totally materialized.
“The slump that we experienced over the summer seemed to even out for the end of the year, though it’s still softer than it had been in the past,” mentioned Andrew Woods with UNLV’s Center for Business and Economic Research. “We haven’t seen a huge uptick in unemployment or layoffs.”
That stability has given sportsbooks confidence to take a position year-round, somewhat than relying solely on marquee occasions.
“There’s always something going on,” mentioned Chuck Esposito, director of race and sports for Station Casinos. “We used to have these lulls, but now there’s always something.”
Esposito mentioned 2025 proved to be a robust 12 months for Station Casinos, prompting main investments into sportsbook upgrades and expansions throughout a number of properties.
“It was a phenomenal year, a lot of excitement in the sports industry as a whole,” Esposito mentioned. “A lot of what’s coming up revolves around the investment in all of our sportsbooks.”
Those investments are being made with momentum in thoughts. With the Super Bowl, the Summer Olympics and March Madness all on the calendar, trade leaders are already eyeing 2026 as a pivotal 12 months for Las Vegas sports.
“I think Vegas really has become the sports mecca now,” Esposito mentioned. “Ten years ago, we couldn’t even advertise in the Super Bowl. Now we’re such a focal point.”
From Durango’s growth to renovations at Sunset Station, Esposito mentioned the purpose is to rework sportsbooks into full-scale locations.
“We want it to be a place where every seat feels like a luxury box,” he mentioned. “The atmosphere, the experience — we want people to have so much fun they bring their friends back.”
Final income figures from the Nevada Gaming Control Board for December haven’t but been launched. Still, early indicators recommend that even with fewer guests, spending stays robust each on and off the Strip.