South Point doing well by embracing Las Vegas locals market

A few casino operators are setting themselves apart by opposing the industry's post-COVID pandemic march toward higher fees and fewer player-friendly features, while tourists and commentators continue to struggle with affordability issues in Las Vegas.

The South Point hotel-casino is one of those that has a reputation for defying the prevailing trend. The privately owned off-Strip establishment, which will mark its 20th anniversary later this month, often fills its free parking lots with devoted locals, bowlers competing in tournaments, vintage gamblers, racing enthusiasts, the boots-and-buckles rodeo crowd, and budget-conscious shoppers.

Many Las Vegas Strip, off-Strip, and downtown casino owners have relied heavily on made-up fees, overly house-friendly gaming conditions, and revenue-maximization tactics in recent years, which has turned off some loyal patrons. South Point stands in sharp contrast to these practices. South Point has never strayed from the values that have made it what it is today, even as Las Vegas tourism declines and other casinos attempt to entice customers back with temporary tricks and promotions.

South Point adheres to what is effective

According to many who are familiar with South Point, the secret to its attractiveness is consistency in how it handles employees, guests, and its audience. This clarity is important, particularly for the residents who feel neglected by the largest casino operators in the city.

Locals have become tired of what she refers to as foul-weather friends, or companies that only court them during difficult times, according to Amanda Belarmino, an associate professor at UNLV's William F. Harrah College of Hospitality.

According to Belarmino, South Point's origins in the Gaughan family's lengthy association with Coast Casinos further strengthens the idea that the property is a part of the neighborhood rather than merely a source of income for an anonymous company. This local-first mentality explains why South Point attracts a devoted daily audience of locals seeking familiarity, convenience, and what they refer to as "real Vegas" hospitality in addition to budget-conscious tourists.

“That’s all he knows. It’s who he is,” General Manager Ryan Growney said of Michael Gaughan’s focus on providing guests with that classic Las Vegas experience. “A lot of those things Michael learned from his father (Jackie), they still work. So, from that standpoint, it’s important that we hold on to that, and we will continue to do so.”

“We are proud of the fact that we are the busiest place in town,” Growney said. “Who wouldn’t be? Our employees take pride in it, and they’re happy to come to work because the business is there.”

It's clear that being loyal to what makes Las Vegas unique will pay off. Every open table game on South Point's casino floor was almost full on a rainy Tuesday afternoon in November, and the sound of running slot machines filled the room.

Profit-driven individuals at South Point

The employees of South Point are largely responsible for its success. Of the 3,160 workers, 191 have been there for 20 years, and 98 have been there for at least ten. Three South Point staff members have been with Gaughan for almost 40 years, and ten have been with him for 30.

These figures imply that the devotion South Point fosters with its patrons is reflected among its employees, which is noteworthy in a city where casino payrolls are continually fluctuating. Ann Brown, a native of Las Vegas who currently resides in Cedar City, Utah, stated that her husband, Bob, had been employed by Gaughan for over 35 years, starting when the family controlled the hotel-casino on the Barbary Coast.

Henderson resident JoAnn Ruffino also worked for Gaughan at Barbary Coast and is acquainted with a number of "very happy" South Point staff members. According to Ruffino, she now goes to South Point occasionally and can see why the property is so successful.

However, South Point's varied clientele is not limited to residents or past workers. The property's diverse offers also attract a good number of visitors from outside the area. According to Growney, the proportion of natives and visitors is about 70/30.

One of just two tournament-approved bowling alleys in the nation, South Point is a casino-hotel complex with a 64-lane bowling alley. Some of the biggest and most popular rodeo events in the nation are held at its 4,600-seat South Point Arena and equestrian facility. In addition, the facility features a 400-seat showroom, a 16-screen movie theater, a bingo hall, 180,000 square feet of conference and convention space, and Nevada's last remaining race book.

South Point stands alone, even though other Las Vegas casinos have witnessed an increase in commerce as the community embraces sports.

“We’re not dependent on those big events (like the Super Bowl or the Formula One Las Vegas Grand Prix). We create our own big events, and that’s what’s helped us remain so successful. There’s something for everyone here, and that’s what keeps people coming back,” said Growney.

South Point is an example of sustainable Las Vegas hospitality by fusing a locals-first mentality with carefully crafted destination appeal. This establishment prospers by adhering to its core values, which include constant value, active management, and creating unforgettable experiences for each visitor, rather than by following every fad.

Source:

“South Point casino stands apart by embracing classic Las Vegas hospitality” , David Danzis, reviewjournal.com, December 3, 2025.