TARGET MARKET(S) AND POSITIONING: Average citywide occupancy increased 0.6 percentage points to 84.4 percent in 2012, according to the Las Vegas Convention and Visitors Authority. City-level employment at the city level is 23 percentage points higher than the national average is 61.4%. LCCVA (2013, February) Las Vegas Sets Visiting Record in 2012 Welcoming Nearly 40 Million Visitors, lvcva.com Retrieved from http://www.lvcva.com/article/las-vegas-sets-record-visitation-2012 /886 /. According to Blake Williams, director of IT for Caesar's Entertainment, Harrah's hotel and casino has a 98 percent occupancy rate, primarily due to offering freebies and discounts to attract gaming customers (B. Williams, personal communication, November 15, 2013 ). In 2012, the overall Las Vegas market was as follows: The average number of adults per trip was 2.4. The percentage of people under 21 in the party was 11%. Almost everyone who came to Las Vegas spent the night. The percentage of overnight stays was 99.7%. The average number of nights spent was 3.3 nights, or down 0.4 nights per stay. The percentage of hotel or motel stays was 96%. Higgins, C (2013, April) 2012 Las Vegas Visitor Profile Study: Average Visitor Trends, examer.com. Retrieved from http://www.examiner.com/article/2012-las-vegas-visitor-profile-study-trends-of-average-visitors and Higgins, C (2012, March) Las Vegas Visitor Profile Study of 2011 - average visitor trends, examer.com. Retrieved from http://www.examiner.com/article/las-vegas-visitor-profile-2011-trends-of-average-visitors. The average lodging spend by Las Vegas visitors was $93.13 per night, which was $9.09 per night more than it was in 2011. At Harrah's, the ADR was $97, which is more than half the charter to be on the Strip for all their entertainment needs. The gaming industry has also been trying to adapt to changing demographics by adopting new technologies in games. “The old one-armed bandit has almost disappeared from modern casinos. When a new slot machine game is released, the pull handle is rarely used. Even the buttons that replaced the handle are used less and less. Games now use touch screen technology to replace the button. These advances are being used as bait for a younger demographic that has seen advances in other industries such as telecommunications and video games, and the gaming industry is trying to leverage similar technology to attract this demographic.” Baca,N (2013, November) I-Team: Technology Triumphs Over Traditional Casino Games, 8newsnow.com, Retrieved from: http://www.8newsnow.com/story/23895056/i-team