The pool season is well underway, and day club pool parties are experiencing record throngs – thongs from younger residents and tourists alike.

Pools were always considered a resort amenity but now are viewed as a significant daytime entertainment attraction, just as EDM clubs target the late night crowds. The revenue stream can be impressive if the pool party has the right “vibe”.

Revenues were not a consideration in the layout of older pool areas. But the newer casino resorts, such as The Downtown Grand and The Cromwell, factored the potential success of popular pool events into their pool deck designs. While modest in size, pools have rooftop settings offering panoramic views. They are well appointed with bars, club food service, upscale outdoor furnishings, private cabanas, and entertainment areas.

The Downtown Grand markets their pool area in a retro way (“we celebrate the simplicity of a bygone era”) under the name “Picnic”. Drai’s Beach Club is a major, sexy attraction at the new Cromwell, where the term “viewing the strip” has taken on a whole new meaning. By contrast, majestic pools such as those at the luxurious Italian gardens at the Bellagio pass on this market entirely.

You now see more and more patrons walking the Strip in beach attire, looking for the best happening of the day. In quieter moments you can sometimes hear the bumping and thumping of the EDM and Hip Hop via DJ’s as this intense music encourages the party spirit, a sort of soundtrack of summer fun. Pools are the new Las Vegas day attraction. Savvy casino resorts have all taken the plunge to develop innovative offerings and promotions, baiting social sun seekers to stay on their premises.

The basic formula is well known: Great EDM sounds, videos and effects, good poolside food menus, and specialty drinks and juices. Then there are suggestive contests: peeling and eating of bananas, wet tops and bottoms, dance and booty shakes. All is fair game when it comes to eye candy, thrills, and fun for day revelers. Patrons fill the pool and splash away, leaving no room for actual swimming or diving. Security and lifeguards remain nearby. Selfie photos and texts are abundant: it’s about peer status. Gimmicks, promotions, creative contests, GoPro cameras, and possible celebrity sighting are the extras that spread within minutes on social media and video sites. All this is what defines the concept and its ultimate popularity.

Examples:

• The Encore Beach Club maintains its upscale positioning with consistency at premium pricing and attention to every detail, including charging for special seating. Younger patrons will accept such entry fees if a venue is a known to be a place where things happen. Everyone wants to be where the action; beautiful people attract beautiful people; all that is an opportunity to discover someone new to make one’s Las Vegas experience even more memorable.

• Sunning at the always popular Venus Pool Club at Caesars Palace, you can even worship some topless goddesses and mermaids.

• “Rehab” at the Hard Rock Hotel thrives on cutting edge events with no frills. It is core Hip Hop dance mania and abundant drinks. Fans flock daily to this heavy drinking party, willing to risk eventual, real rehab.

• “The Tank” at The Golden Nugget let’s you party amidst their shark display and offers many full resort incentives on room rates and purchases.

• The Mandalay Bay pool puts on a daily large scale multi-media extravaganza and offers abundant easy entrance access parking with limo and taxi access. This convenience has proven popular for those who have gone off the deep end at the bar.

• Parking for The Cromwell is more remote than at Mandalay Bay, with the Beach Club elevator entrance located in the center of the new casino. But guests walk right past the games with little interest – the day party is their bet.

Marketers have recognized the value of bringing products to these day parties, frequented by droves of much sought after consumers. Energy drinks, designer waters and teas, ice cream treats, sunglasses, sunscreens, beachwear and consumer electronics are paying marketing fees for access and exposure to the right crowds. Alcoholic beverage brands line up for special promotions and contests as permitted by law. Brands have discovered that there are many more marketing and sponsorship options at day club pool parties than at more restrictive night clubs.

It’s June – the summer gets hotter from here out. Along with rising temperatures, the popularity of pool parties will continue to increase, making bigger splashes to attract younger generations, increase per capita sales revenues, and reinforce positive social reputations casinos. There is no reason to hold your breath – you can pick any pool party to dive into the future of summers in Las Vegas.