LAS VEGAS RESIDENCY
Toni Braxton & Cedric The Entertainer
THE CHALLENGE
Create an iconic franchise for MGM International that resides at The Cosmopolitan of Las Vegas that builds brand affinity, creates cultural relevancy, and drives sales.
THE APPROACH
By leveraging cutting-edge design, world-class talent, and show-stopping performances, we created an immersive environment that would captivate audiences and deliver excitement and buzz for The Cosmopolitan of Las Vegas brand with casino guests, influencers, and celebrities.
THE RESULTS
- All shows for 2024 have been sold out
- Renewed contract for 45-60 shows per year in Las Vegas for the next 3 years
- Expansion plans for select domestic and international cities in 2025 and 2026
- Marquee brand for the casino with expansion into different genres (Latin, Country)















