Derek Stevens, owner of Circa Resort & Casino, The D Las Vegas, and Golden Gate Hotel & Casino, created a marketing program that allows Canadian visitors the opportunity to both play and stay at all three of his Las Vegas casino-resorts without paying the exchange rate between Canadian and American dollars, saving them approximately 37 percent.
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Oh, Canada – Welcome to Vegas!
Derek Stevens ripped a page out of his childhood memories when he announced At Par pricing for Canadian tourists visiting Las Vegas. From his childhood home in Grosse Pointe, Michigan, Stevens recalls looking across Lake St. Clair and having a view of the Canadian shoreline.
“Canada has always been a part of my story, so I feel a deep connection to our Canadian visitors here in Las Vegas,” he said in his video on X.
Local businesses would offer at-par pricing to their Canadian friends to entice them to shop in the United States, but they wouldn’t have to worry about the exchange rate. The marketing tactic worked back then, and, according to reports, it is working now, as 51,000 Canadians have taken Stevens up on the offer since he announced the campaign in January.
“Canadians have always played a meaningful role in downtown Las Vegas, and we’re incredibly appreciative of the loyalty they continue to show our city,” Stevens said in an announcement. “The response to our At Par program has been tremendous, and we look forward to creating more exciting moments for our guests from the Great White North.”
The only requirement to receive this exchange rate discount is that guests must show a Canadian passport or government-issued ID. A room that would normally run Americans $200 would cost $275 in Canadian currency. But thanks to Stevens’ promotion, that disparity vanishes.
Las Vegas Tourism Rebounding
Last year, Las Vegas suffered plunging tourism, causing alarm throughout Sin City’s gaming and hospitality industries. According to the Las Vegas Convention and Visitors Authority (LVCVA), visitors to Sin City in 2025 decreased by approximately 7.5% from the previous year.
“Las Vegas is often a reflection of the broader U.S. economy,” LVCVA wrote to The Center Square. “Because we operate at high volume across every consumer segment, shifts in spending and behavior tend to surface here first.”
During an earnings call at the end of October, MGM’s CEO Bill Hornbuckle announced that MGM’s Strip earnings had plummeted from $731 million in 2024 to $601 in 2025. He believes some of the attrition had to do with spiraling costs that had turned off many families seeking a budget-friendly vacation.
“You can’t have a $29 room and a $12 coffee. And so we’ve gone through the organization. We think, we hope, we believe, and we’ve price-corrected. We lost control of the narrative over the summer,” Hornbuckle added. “I think we would all agree to that in hindsight.”
However, many of the casino executives concurred that Las Vegas was poised for better times, viewing 2025 as more of an anomaly than a lasting situation. And one of those operators was Derek Stevens, who appeared undeterred by the increasing vacancy rates.
“I think some of the data in Las Vegas indicates that some of these stories are a bit exaggerated,” said Stevens last summer. “The June gaming numbers were just released, and not everything is terrible. He added, “I think in six months, I would believe that Vegas tourism and our economy overall will be in a much better place.”
