Wynn Magazine - Las Vegas
Issue link: http://digital.greengale.com/i/660157
28 master Plan In the process of building luxury hotels around the world, Steve Wynn created a powerful brand that now holds sway in urban planning. by Andrea Bennett PhotograPhy by barbara Kraft No piece of popular marketing jargon seems to be so desirable these days as the personal brand. Few, of course, have delineated theirs quite as clearly as Steve Wynn, whose name, in his own curvilinear handwriting, has become a lodestar on the Las Vegas Strip. The same can be said about his name on the swooping side of Wynn Macau. And when Wynn Palace opens this year on the Cotai Strip followed by Wynn Boston Harbor in Everett, Massachusetts, they will bear the same recog- nizable name. Wynn himself hatches resort- and even city-altering plans the way other people write grocery lists. So perhaps it is not a surprise that when I ask him about the Wynn brand, he is indifferent to the idea. What he's doing, he insists, is what he's always been doing—albeit on a grander scale.