I Said Yes to Every Upgrade in Las Vegas. Here’s What It Cost.

LAS VEGAS—Few places vacuum money from you like this glittering gambling and entertainment playground. That’s true for the visitors in town for Sunday’s Super Bowl —official motto: Excessive Celebration Encouraged. And it’s true for visitors any time, with the $US200 seats at the pool and the $US800 bottle service at nightclubs. All before you step onto the casino floor. You can fly here for as little as $US50 if you play your cards right. But people come to Vegas to spend, and the businesses here know it. This place hits travelers with potential upgrades every few steps. So I flew in for an experiment, a real-life version of the Jim Carrey comedy “Yes Man” (or “Yes Day” if you’re a Jennifer Garner fan). I said yes to every upgrade and VIP package to see just how much you get for your money, and what can be skipped. I had parameters. The $US3,999 helicopter ride to the top of Valley of Fire State Park for yoga was out. As was the $US4,000-a-night upgrade offer to a three-bedroom presidential suite at my hotel. Still, I cut lines, got a massage in the reserved seats at the Aria sportsbook during an NFL wild-card game, relaxed in a private lounge before a show at the Sphere , and drank a French 75 from a prime window seat at the Eiffel Tower Restaurant. In all, I spent $US976 to upgrade my Vegas visit. Was every upcharge worth it? Absolutely not. But a few are worth your money.

Yes, yes and yes

The offers began minutes after I booked a room for two nights at the luxury all-suite Palazzo resort. The price: $US480 before taxes and fees for two nights, a relative bargain on a holiday weekend in January. How much for a room booked last-minute for Super Bowl weekend? $US1,700 a night. I landed two upgrades after an email prompt gauged my interest: $US75 for early check-in and $US57 a night for a city view, the cheapest room category upgrade. Early check-in fees irk me , but this was worth it after my early flight. I was in the room by 11 a.m. The room was swank. The view of Treasure Island and the Mirage was nothing special.

A city view room at the Palazzo resort, where travel columnist Dawn Gilbertson paid an extra $US57 a night plus taxes to upgrade the view. PHOTO: DAWN GILBERTSON/THE WALL STREET JOURNAL

I headed to Area15, an arts and entertainment complex. First stop: Meow Wolf ’s Omega Mart, a popular immersive art experience that takes visitors into a bizarro grocery store that links to an alternate dimension. Admission is $US54; upgrading to a $99 VIP package promised to “enhance my experience” but bought me a souvenir pin, VIP lanyard, a cocktail and a 15% discount I didn’t use at the gift shop. Maybe the good stuff comes with the $US129 scavenger hunt package. (As I perused products like cans of faux La Croix in mashed-potato flavour and wandered a dizzying hall of mirrors, I wondered how many visitors upgraded with a trip to a local dispensary beforehand.) Admission to stroll around the rest of Area15 is free, but I upgraded to a $US35 pass, which included five attractions, the best of which was the outdoor Liftoff ride with great views of the Strip.

Cutting lines for crab legs

Many resorts here gave up the buffet business for good during the pandemic . The Wicked Spoon buffet at the Cosmopolitan of Las Vegas still packs them in. Saturday brunch had an hour-long wait during my visit. VIP line to the rescue! $US35 gets you a head start on the $US62 all-you-can-eat feast of snow crab legs, sushi and slow-roasted strip loin. The best part: The manager overseeing the line comped the fee because she said she enjoyed talking to me and a friend while we waited. (I never identify myself to employees as a Wall Street Journal reporter on these types of assignments.) Suddenly playing with house money, I sprang for the unlimited mimosa package for $US33 after tax and tip, to go with the brunch base price. There is a 90-minute limit, but I had places to be.

One movie, $US245

My colleague Jason Gay calls the Sphere, the giant orb that sits behind the Venetian, a “beach ball peaking on acid.” He paid $US539 to see U2 at the new venue. In the biggest single splurge on my trip, I paid $US245 to see a 50-minute movie there. The Director’s Seat package promised VIP entry, preshow lounge access with free beer, wine and snacks and a souvenir Sphere T-shirt. The VIP entry was the best perk, letting me skip the clogged Regular Joe lines. I was one of the first people in the atrium, where a humanoid robot named Aura chatted with me and a couple from Arkansas who also took the VIP plunge. The robot asked them the secret to their 55-year marriage. We met again in the nearly empty lounge before the Darren Aronofsky show “Postcard From Earth.”

Delta Sky Club this ain’t: The small food spread included soft pretzels with cheese and mustard. The bartender did dig out a great local IPA, Atomic Duck, and pointed me to the popcorn that VIP guests could take into the movie. The package promises premium seating for the show, a trip around the globe in which seats rattled when elephants or a jumbo jet rumbled across the giant screen.

My seat was good, albeit one row up and an aisle over from my friends who paid $US79 for their standard tickets. The final Yes Day in Vegas is a spendy blur: $US190 to watch the Lions and Rams duke it out in an NFL playoff nail-biter from a high-top table with food and alcohol included in a roped-off section at Aria Resort & Casino. The rest of the sportsbook was standing room only.

Then there was the $US40-a-person fee for the window seat at the Eiffel Tower Restaurant overlooking the dancing Bellagio fountains. The couple celebrating their anniversary one table back couldn’t believe I paid the fee. I left Vegas a little spoiled and out of sorts. When Southwest Airlines offered a $US50 upgrade to jump to the front of its boarding line on my flight home, I clicked buy. Can’t wait to explain that one to the folks in Expense Accounting.

A new investment fund targeting celebrity-founded consumer brands has secured US$40 million in commitments and is rapidly approaching its US$50 million fundraising target, signalling growing investor appetite for alternative opportunities beyond traditional asset classes.

The Global Talent Fund, which has a maximum raise of US$100 million, focuses on building and investing in consumer businesses alongside celebrities, athletes, and influential personalities who play an active role as co-founders rather than simply endorsing products.

The strategy is based on the belief that changes in consumer behaviour, particularly the rise of social media and digital engagement, have fundamentally altered how brands are built and scaled.

GTF founding partner Jeremy Hunt, who is helping lead the fund’s strategy, said consumers increasingly feel connected to personalities they follow online and are more willing to support products developed by those individuals.

“Consumers are searching for content to engage with, and when a celebrity they like or follow takes them on the journey of creating a product or brand, they genuinely feel part of that process,” he said.

The fund is targeting high-growth consumer sectors including wellness, hydration, beauty and recovery, areas Hunt believes continue to benefit from strong global demand and ongoing innovation.

Rather than backing celebrity endorsement deals, the fund is seeking businesses where talent is deeply involved in product development, brand creation and long-term growth.

According to Hunt, authenticity remains one of the biggest differentiators between successful celebrity-backed brands and those that fail.

“The consumer can see clearly if someone is simply being paid to promote a product,” he said. “The winners are typically the brands where the celebrity has genuinely helped build the business from the ground up.”

The model has attracted support from several prominent Australian investors and business families, reflecting broader interest in alternative investments with global growth potential.

Hunt said consumer brands offered a level of tangibility that many investors found appealing.

“Consumer brands are what we touch, feel, smell and taste every day,” he said. “Our investors understand the growth potential in the model, but they also want to be part of the journey.”

The fund’s rapid progress towards its fundraising target comes amid growing recognition that celebrity influence, when combined with strong commercial execution and scalable business models, can create significant enterprise value.

With several high-profile celebrity-founded businesses generating billion-dollar exits in recent years, supporters of the strategy believe the opportunity remains in its early stages.

I Said Yes to Every Upgrade in Las Vegas. Here’s What It Cost.

Yes, yes and yes

Cutting lines for crab legs

One movie, $US245

With US$40 million already committed, the Global Talent Fund is attracting investor attention with a strategy focused on building globally scalable consumer brands alongside high-profile talent.