With an economy hit especially hard by the housing crisis, most would think twice before opening a new casino in Las Vegas.
But Wynn Resorts' new Encore Casino is opening with the promise of doing things better.
CEO Steve Wynn says it's less about corny themes and more about "Better service, nicer rooms, better lighting." And if he needs to lower prices to get people inside, he says he'll do it.
In fact, last week he did as he tries to get people not just inside Encore, but also next door at his Wynn Las Vegas. As the rooms fill up, he says the rates will go up.
That could take a while. Analysts who study the industry say the gambling market may not have hit bottom yet.