Super Bowl City: Why Every Creative Needs to Visit Las Vegas Once

What happens in Vegas doesn’t stay in Vegas for very long these days. From the incredibly Instagrammable Sphere to the international broadcast of last year’s Formula 1 race around the Strip, it seems that Las Vegas is never off our screens these days. And this Sunday it’s set to be unavoidable again as it forms the stage for Super Bowl LVIII.

To say it’s a city with a lot going on is an understatement - and Vegas doesn’t do understatement. High rollers wager thousands of dollars over Texas Hold ‘em while over the road, a very different kind of high roller congregates in vast Apple Shop-looking weed dispensaries. Catch a slick Cirque Du Soleil show or just saunter down the Strip among the families, showgirls in angel wings, and Marvel heroes in beat-up, dirty, copyright-infringing costumes. Get lost in the fantasy of a Venetian piazza or the nightmare of a tattered 1970s clown-themed casino that would make the perfect horror movie setting. 

It’s overstimulating yes - the constant beat of up-tempo pop and the slightly-too-fresh, dry aircon designed to keep you awake in seemingly infinite casino bars with no obvious exit - but for creatives, it’s like an electric shock. It’s not for everyone, but love it or hate it, Las Vegas will make its mark.

Jen Speirs was in Las Vegas last October as a judge at the London International Awards. The ECD at Droga5 Dublin, part of Accenture Song, says the experience was like nothing else on Earth. “The Strip. The Sphere. The Shows. And then some. It’s like Vegas doesn’t take NO for an answer. Where the rest of the world might see something on paper and declare that it’s too big, too expensive, too ridiculous, too far-fetched, too tacky, too indulgent, too much neon… Vegas sees it and says ‘HELL YES’. And double it,” she says. “So while we may walk away with bags under the eyes, a bit less cash and the need for a month-long detox – I think as creatives, hopefully we also take a bit of that ‘No Means Yes’ energy with us as well.”

 

No one knows more about the way Las Vegas can energise a creative than the team behind the London International Awards (LIAs) and its CreativeLIAisons bootcamp. Don’t let the name fool you, every year they set up camp in the Wynn Encore Las Vegas for judging and a week of unique creative workshops and seminars for the leaders of tomorrow.

“Las Vegas is a city that never sleeps. The landscape itself encourages people to be open to the unexpected, move away from the mundane and be imaginative. Perfect for a creative awards show!,” they say. 

So with their inside knowledge, they reckon that Las Vegas stands out among previous Super Bowl venues, with its brand new football stadium right in the heart of the city.

“Unlike most cities that have hosted the Super Bowl, Las Vegas is a mecca of entertainment and a creative force in its own right. Everything in Vegas is brighter, bolder and brassier. Just look at the billboards and signs,” says the LIA team. “The Vegas Strip’s main hotels have over 150,000 guest rooms. Each resort, the size of a mini city and each having its own personality; Las Vegas is more than equipped to handle the influx of tens-of-thousands of sports fans, in addition to the Vegas regulars. Vegas is also known as the ‘Entertainment Capital of the World’, it boasts more high-end restaurants and clubs than just about any city in the world, all compressed in a four-mile strip.”

For industry legend Mark Tutssel, the sheer scale of the city’s excess makes it a fertile ground for big ideas. “The city pulsates with an unparalleled energy. It’s a spectacular kaleidoscope of larger-than-life experiences and a testament to human ingenuity. You can’t help being captivated by the symphony of laughter. It’s a metropolis unlike any other. It’s the Entertainment Capital of the world,” he says. “A destination every creative should experience at least once. A magnet for people. It’s a global city that’s in constant evolution and thrives on non-stop entertainment and creativity. Being there forces you to think big.”

Diederik van Middelkoop, ECD and partner of Amp Amsterdam, draws from writers who have been inspired and led astray in the city to prove just how many creative people have found an unexpected spark of inspiration. “In his introduction to the book 'Literary Las Vegas', Nick Tosches describes Vegas as 'a religion, a disease, a nightmare, a paradise for the misbegotten.' Mike Tronnes writes: 'Las Vegas has always been a magnet for great writers, drawn to the city for the inspiration provided by its symbols and characters, and for what it says about us and our society.' I believe this is exactly the inspiration that LIA manages to curate and cultivate for its LIA jurors and the LIA Creative LIAisons. Having been a part of LIA for many years, I can honestly say that Vegas provides a unique backdrop for a unique festival, and is an utterly inspiring, one-of-a-kind place that never fails to stir the creative mind.”

London Choi, a copywriter at Leo Burnett Toronto, attended this year’s Creative LIAisons event and describes the city as “the brainchild of a creative brainstorm. If you can think of it, it probably exists and if you can’t think of it, it probably still exists you just haven’t found it yet. If you’re able to look past the fact that everything on the strip is an ad and you’re the target, you can start to see what Las Vegas truly represents: unhinged creative freedom. It’s less about the why, and more about the why not. And if you embrace that mindset, you can start thinking bigger.”

When it comes to exploring the city’s neon gems, everyone we speak to is dazzled by the Sphere. As a normal human, it’s dazzling - as an advertising person it’s a fascinating glimpse of a new kind of media space and immersive experience.

With 53,883 square metres of fully programmable LED lights across its exterior which the owners claim can be seen from space, it’s certainly a statement. London’s recent veto of a Sphere of its own on grounds of light pollution speaks to Las Vegas’s unique chutzpah. Inside, its spherical surround screen makes for a unique venue - Darren Aronofsky’s film Postcards from Earth has been created to demonstrate the cinematic potential. U2 was the first band to grace its stage, turning the venue into everything from a desert landscape to an Escher-esque flurry of insects. And there are the AI robots, chatting to assembled tourists, gazing in awe and trying to stump them with existential questions, in a scene that feels like the flashback opening of an apocalyptic sci-fi movie.

“In 2023, I think the stand-out star for Las Vegas, apart from the entrant work, was the Sphere. It's a structural and architectural accomplishment that is iconic,” says the LIAs team. 

“The Sphere is really futuristic and a space that every creative person should experience - from interacting with real-life humanoid robots like the ones in sci-fi movies, holograms, avatar captures to a concert with 22nd century technology or watching a multi-sensory 18K film. It's a tour into the future of technology. It will stretch your imagination and inspire creativity.”

“The Las Vegas Sphere has taken over the internet,” says Mark Tutsell. “It’s the world’s largest spherical structure and looks like something that crash landed from the future - a mesmerising architectural wonder that redefines the city skyline.

“The Sphere truly blew me away,” says London. “I’ve experienced interactive and 4D type shows but nothing like the Sphere. The sheer scale and resolution of the experience takes a few minutes for your mind to adjust to what you’re seeing and hearing. The traditional movie screen was no longer limited to the rectangular shape we’re used to. Instead, it expands above, below, and across. Stretching your imagination to literally think outside of the box.

The Sphere may have grabbed the headlines but there are plenty of less obvious attractions and experiences. There are the other big light shows in town, like the Bellagio fountain show and the light beam pointing to space from the top of the Luxor pyramid - it’s so strong that it’s even created its own ecosystem, thanks to the bugs that have been drawn to its light. Get a glimpse of old Vegas at Fremont Street, home of the old Strip, and the insta-friendly Neon Museum, littered with iconic signs from the days of Elvis and the Rat Pack. Or dig into the darker side of the city’s history with the Mob Museum, which charts how the development of both organised crime and the FBI are intertwined in Las Vegas’s roots.

And if you want to go really weird, there’s Erotic Heritage Museum, which is unlikely to turn you on - unless waxwork dummies and sexy pots are your thing -  but will give you a chance to practise your best Louis Theroux eyebrow raise. If you fancy something a bit more wholesome, head out to the Grand Canyon and the Hoover Dam to get a perspective-shifting sense of just how tiny we are. Or, for something a bit more offbeat, rent a car and drive to Fire Valley, a landscape that feels like Mars.

Often, though, the most illuminating experiences in Vegas are those that are completely unplanned. 

“Go for it!” enthuse the LIA team. “Las Vegas is a city built on dreams, layered with imagination and topped with a dash of crazy. We could talk about Area 15 or the Neon Museum, places where we have taken clients to experience the new and old Las Vegas respectively. But at the end of the day, see what inspires you. You may go home a little poorer, but richer for the experience.”

With this overload of new experiences, the London International Awards and Creative LIAisons does have an unparalleled atmosphere. For many of the people we speak to, it shapes the judging and gives the young LIAisons attendees a career-boosting jumpstart.

John Spary of John Spary Associates has been a regular judge and he reckons the organisers have been savvy in their choice of location. “The casinos, shows, the Sphere and insane opulence all contribute to its rather mesmerising energy and for LIA to choose this venue to invite so many judges and young creative teams is a stroke of genius … everybody wants to go! I’m struggling to think of any other awards that actually gives something back to our industry beyond a statue that’s on a truly international level.” he says. “The discussions, mentoring sessions, social events, 'Insider Interviews' with global CEOs, executive producers, music and design companies all create a platform that is totally focussed on improving creativity.”

Mark Tutssel draws a direct line between U2 rocking out with their groundbreaking Sphere residency in 2023 and the judging. “The legendary Irish rock band U2 played the first live concert at the Sphere during last year’s LIA judging in the fall of 2023, mesmerising audiences with a ground-breaking, one-of-a-kind immersive experience that pushed the limits of connectivity, acoustics, video, and content distribution,” he says.

 

“It provided a fitting and amazing backdrop to the 2023 LIA Awards judging. Across the road at the Encore hotel, the home of the LIA Awards, the assembled world-class juries were looking for the most influential creativity of the year. Big game-changing ideas that empower people and create cultural impact at scale. They were searching for the industry’s most innovative and ground-breaking thinking. 

“The winning ideas charter new territory for the industry.

“The LIA Awards was ‘Created for Creatives’ and passionately champions human ingenuity.

“Las Vegas shares the same ethos.”

Mukund Olety, CCO at VML India, also reckons that brushing up against Lady Luck also adds a certain piquancy to the judging. “An advertising awards show set in a city where luck plays a crucial role - seems like a perfect match. However, there's a subtle distinction to note. In the glittering lights of Vegas, one can simply stumble upon luck, while at an advertising awards show, luck is earned through exceptional work. But what’s not to love about Vegas? It has all the right settings to get people together. And this is invaluable for budding creatives. In the midst of spinning roulette wheels and clinking cocktail glasses, you can find yourself rubbing shoulders with giants of the industry. For five consecutive days, mentors and mentees mingle in this vibrant melting pot of ideas and cultures. The result? A whirlwind of fresh thoughts, refined perspectives, and inspiration that fuels their creative journey. “

Attendees also emerge refreshed and inspired. Cece Chu attended the 2023 Creative LIAisons. “Creative LIAisons was packed with inspiring talks and thought provoking conversations. It was a great reminder to stay curious, because curiosity and creativity go hand in hand,” she says. “Just simply going for a walk down the Strip. It felt like a big movie set. All the interesting people, buildings and entertainment - there’s so much going on and so much to take in.”

Indeed, people who’ve never been are often bemused as to why the London International Awards are held in Vegas rather than, well, London. But once you’ve been to Las Vegas, it makes perfect sense. “People often ask, why Vegas? Why Not? Everyone who has been to our judging sessions in Las Vegas has always asked to come back. Repeatedly. So aside from the judging experience and the camaraderie built in the judging rooms, there's a lot to be said about judging in Vegas. There are no network agencies or major companies headquartered here. Hence, no interruptions. It's all about judging in an environment that's away from the office environment, with plenty of opportunities to socialise even after judging, around the bars or in restaurants,” says the team from the LIAs.

“As for the LIAisons attendees, especially those who come from outside the United States, initially it could be like a splash of cold water. A shock to the system. But at the end of their tenure, everyone enjoys the bonding and the learning that has happened. And the new experiences they take away with them.”

To many people, Las Vegas is associated with debauchery and hedonism but these days it’s got plenty to suit every taste from pop princesses, families and to history buffs and sports fans. And for the creative observer, it’s rich with details both strange and spectacular. Even if it isn’t ‘your vibe’ - and for many it really isn’t - it’s still sure to inspire plenty of insights and ideas.

“Las Vegas is known as Sin City. That in itself sounds dangerous and forbidden. But even if you don't gamble or indulge in anything unsavoury, every creative person should visit Las Vegas at least once,” says the team at LIA. “As Elvis Presley sang: ‘Viva Las Vegas with your neon flashin' and your one arm bandits crashin' all those hopes down the drain.  Viva Las Vegas turnin' day into night time, turnin’ night into daytime. If you see it once, you'll never be the same again.’

“In Vegas, when it comes to inventiveness, there's no holds barred. You go away aspiring to be more unreserved in your own creativity.”