Legends in Concert: Celebrating 25 Years of World-Renowned Casino Entertainment

Tens of millions of people have flocked to see “Legends in Concert,” the pioneer of live celebrity tribute shows. The world’s largest and longest-running tribute to such legends as Elvis, Cher, Frank Sinatra, Michael Jackson, Madonna, Ray Charles, Tina Turner, Garth Brooks and Bruce Springsteen, “Legends” has become a fixture on the Las Vegas Strip, a must-see for visitors and locals alike.

Since originating at Las Vegas’ Imperial Palace 25 years ago, the award-winning “Legends,” owned and operated by On Stage Entertainment, has grown into a worldwide phenomenon. Its unsurpassed roster of dozens of different celebrity tribute artists and spectacular staging has made it an international hit, and “Legends” has toured 15 countries on five continents, appealing to fans in such diverse places as Australia, China, Europe and Africa.

In the U.S., “Legends” has established itself coast to coast with long-running productions in Branson, Mo., and Myrtle Beach, S.C., as well as at Washington’s Muckleshoot Casino and Atlantic City’s Hilton Casino Resort. It’s also had successful runs at California’s Sycuan, Chukchansi and Table Mountain casinos, the Belterra Casino in Indiana, and most recently, at the FireLake Grand Casino in Oklahoma. This year promises to be the biggest and most exciting yet for “Legends,” with a new home at Harrah’s Las Vegas and productions opening this spring at Foxwoods Resort Casino and Coushatta Casino & Hotel.

The move to Harrah’s this past February, a component of a multi-year and multi-dimensional partnership with On Stage, prompted a revamped “Legends” production, with even more elaborate sets and state-of-the-art special effects, including three-dimensional multimedia and high-tech lighting and sound systems. The new look has inspired devoted fans to return while winning a whole legion of new ones. This summer’s show at Harrah’s -- a diverse lineup featuring James Brown, Britney Spears, Celine Dion, David Bowie and Elvis Presley -- is sure to appeal to a wide demographic. “ ‘Legends in Concert’ has stayed current by continually showcasing music from the biggest superstars of the time,” said Don Marrandino, president of Harrah’s Las Vegas. “Vegas icons like Elvis Presley and Tom Jones are joined onstage by some of the hottest artists of today like Britney Spears and Gwen Stefani to create one of the most entertaining shows on the Strip. We are confident ‘Legends’ will bring new guests and fresh energy to our casino.”

Its pledge to offering the highest quality live entertainment and production values -- at affordable prices -- along with a continually rotating talent lineup is what draws audiences to “Legends” and keeps them coming back. It’s a true live show, with no taped music or lip-synching. From the hair, make-up and costumes to the performers’ mannerisms, no detail of the performances is overlooked. Add to that top-notch choreography, accomplished dancers, a live orchestra and stunning lighting and set design, and it’s an entertainment product that thrills audiences.

“We’re very excited about ‘Legends’ coming in June,” says Joe Jimenez, senior vice president of casino marketing at Foxwoods Resort Casino, which has initially committed to performances all summer long through Sept. 6, 2009, the longest continual entertainment commitment in Foxwoods’ 17-year history. “It’s one of the premier productions with accomplished performers that really look and sound like celebrities. Plus, there will be a live orchestra comprised of some of the top musicians in the industry. It’s really a full show.”

“ ‘Legends’ is a perfect fit for Foxwoods,” added Mick Roemer, president of Roemer Gaming and a consultant with “Legends.” “Foxwoods has the perfect demographic for ‘Legends:’ the older customer, the 45 to 65 demographic who loves to play at a casino as well as see a good show. And based on exit interviews we did at Harrah’s, ‘Legends’ has that same demographic.”

“Legends” will bow on June 2 at the 1,370-seat Fox Theatre, with an initial lineup of five performers: Elvis, Cher, Elton John, Rod Stewart and Whitney Houston. “ ‘Legends’ has an incredible database of fans,” Jimenez says. “I know we’ll be getting repeat visitors because the casts will change. People will come back to hear rock or the Rat Pack; it will be a totally new show every time.”

And they can afford to keep coming back since, says Jimenez, “the show is priced perfectly at $25 ($15 for children). It’s the best value for the entertainment dollar, and we want to make sure we give the public options at every price point.” Jimenez also sees “Legends” as a good investment for Foxwoods. “They have committed to bringing A-list talent. I know it will do for us what it did for Las Vegas -- bring people in the doors six nights a week.”

“The show makes a lot of sense for Foxwoods, and for any casino that wants to draw people in without spending mega-dollars for headliners,” Roemer added. “It’s a great show with good draw at the right price.”

And the “Legends” formula has proven successful at large corporate casinos as well as smaller, regional ones. “Our clientele mostly comes from the local community,” explains Tolga Seymen, entertainment and production manager for Muckleshoot Casino. “We are part of the casino industry, but we have specific needs. ‘Legends’ creates entertainment to serve those needs. With original artists, you can’t really work with them to change their show. But with ‘Legends,’ you are capable of altering the entertainment to meet your requirements.”

Now in its 12th year at Muckleshoot Casino, “Legends” is a consistent draw at the 400-seat Club Galaxy, which stages the show for limited-run engagements four times annually. Last fall’s “Legends in Concert Motown Show” was a big hit with audiences, so much so that the casino is bringing it back in the latter part of 2009. Another audience favorite, Elvis, will also be staged at the venue.

“We are putting together a week-long anniversary show, with three different Elvis eras represented,” Seyman says “We’re also looking at bringing Madonna, Michael Jackson and Rod Stewart. Many of the performers have built their reputation here, and audiences start ‘owning’ the performers and come back to see them over and over.”

Seyman notes that the success of “Legends” is very important to the casino, which does not charge a cover for the show. “We don’t charge for entertainment, and in that sense ‘Legends’ is very reasonable. We can justify spending the money because we get such a draw,” he says. “The clientele of the show is completely in synch with our profile.” Most important is the show’s versatility. “We work with the ‘Legends’ producers, who are incredibly helpful and accurate, to customize the show for this room,” Seyman continued. “It’s a very flexible, consistent product that grows with the venue.”

Philip Ziegler, director of marketing, Coushatta Resort & Casino, found that the show was a good fit for his venue, the Pavilion at Coushatta, as well. “ ‘Legends in Concert’ catered perfectly to our target demographics. In a local market, box-office sales traditionally dwindle as the novelty of the attraction wears off. The exact opposite happened with ‘Legends.’ From the first week, all the way through our last week, the demand for tickets grew stronger as the buzz spread through word of mouth. Based on this good experience in 2008, we welcome ‘Legends’ back in 2009 for a six-week engagement beginning in May.”

Kicking off the Pavilion at Coushatta engagement are Elton John, Reba McEntire and Elvis Presley from May 6 to 24. On May 27, Michael Jackson, Madonna and Elvis Presley take over. The casino is offering weeknight and weekend packages that include a room, meal vouchers and two ‘Legends’ show tickets starting from $109 per night.

“The show is perfect for so many jurisdictions and regional casinos,” says Roemer, who recently brought “Legends” to FireLake Casino, outside Oklahoma City, where it was very well received. “The casino industry can get a little jaded about good entertainment, but people don’t necessarily want to spend $150 on a show in this economy. They want great value and variety. That’s what ‘Legends’ offers. ‘Legends’ is the right show for right now.”

By: Jennider Ceaser

Jennifer Ceaser is a freelance writer and editor based in Brooklyn whose work can be seen in a variety of newspapers and magazines including The New York Post, Gotham Magazine (New York), L.A. Confidential and Social Affairs (Miami). She loves playing the slot machines in Atlantic City and at Foxwoods Casino and Resort.