Wynn Resorts

In 1999 Las Vegas casinos competed on size and spectacle. Bigger resorts, more rooms, more slot machines. Steve Winne asked differently. What if the most profitable strategy was not serving more customers, but serving fewer customers at prices nobody else would charge? What if luxury was not a feature but a business model? Win resorts cost more to build. Marble instead of tile, better restaurants, anticipatory room service, higher staff ratios. But the strategy was deliberate. Winne attracted the highest spending customers. The average guests spent 2.5 times more than competitors. By 2025, win resorts generated over 7 billion in annual revenue from fewer than 10 properties globally.