Area15 is becoming the go-to experiential entertainment destination for younger demographics visiting Las Vegas, new research shows.

Last month, Area15 celebrated its four-year anniversary. Since opening in 2020, it has become a top US attraction with more than 13 million visitors to date.

Area15 has marked the occasion by carrying out market research to reveal key insights into emerging visitor trends in the attractions industry.

According to a 2024 year-to-date study conducted by Drive Research, Area15 is the go-to attraction for young people visiting Las Vegas, particularly those aged between 18 and 34.

Images courtesy of Area15

The study revealed that 27 percent of visitors surveyed at Area15 were aged 18 to 24, and 42 percent were aged 25 to 34.

Area15 has compared these figures to the broader Las Vegas visitor demographics surveyed by the Las Vegas Convention and Visitors Authority (LVCVA). In that survey, visitors aged 21 to 29 comprised just 12.7 percent of total visitors, and those aged 30 to 39 made up 28.3 percent.

Area15 is therefore attracting a much higher proportion of younger guests compared to other destinations in Las Vegas, positioning itself as the leading attraction for Gen Z and younger millennials, who prefer immersive experiences and emerging entertainment.

Area15 marks four-year anniversary

“Four years ago, we set out to redefine what entertainment means in Las Vegas,” said Winston Fisher, chief executive officer of Area15.

“Area15 has become the demonstrated thought leader for fusing immersive attractions and entertainment, and we’re elated to spearhead the future of the experience economy, making it the place to be for the next generation of Las Vegas visitors.”

In more news, the City of Las Vegas is moving forward with plans to expand Area15 on 35.5 acres north of the district. The anchor tenant will be a year-round attraction from Universal Destinations & Experiences called Horror Unleashed.