Article: Anatomy Of A Hit: Celine Dion

[Ronny83]

Anatomy of a hit: Celine Dion

Celine Dion's lavish Las Vegas extravaganza has attracted more than 1 million people.

 

 

By Ray Richmond

Two years after launching a stage extravaganza that represented a $200 million investment from Caesars Palace in Las Vegas and had some questioning the sanity of the hotel's brain trust, Celine Dion is no longer considered the biggest gamble in the desert. The Quebec-born chanteuse has silenced skeptics by selling out the $95 million, 4,100-seat Colosseum at Caesars most nights, despite steep ticket prices that range from $87.50-$225. With 340 shows behind her, Dion has attracted more than 1 million customers, reportedly pushing her sophisticated, high-tech, larger-than-life spectacular "A New Day" into the black.

 

The show that has pioneered a new Vegas genre by tapping a musical superstar for a lengthy, elaborately produced engagement -- and whose success has inspired similar setups for Elton John (also at Caesars) and Barry Manilow (at the Las Vegas Hilton) -- is turning a profit for its backers, Anschutz Entertainment Group/Concerts West and the hotel. It also has set attendance records in the revitalized entertainment Mecca and proved that Dion is a sufficiently huge draw to command top dollar in a town built on cash flow. Moreover, she has been able to pull it off for two years running.

 

What could have been a titanic flop for a singer who, coincidentally, also sang the theme to 1997's "Titanic" has instead been a home run for all concerned. The high risk of backing the 37-year-old diva with the angelic voice has reaped significant rewards, upping the ante on what's possible, even by Las Vegas' inflated standards. Caesars has rewarded Dion by extending her three-year contract an additional year, keeping her anchored in Sin City through October 2007. By that time, she will have played 760 shows there.

 

Those who turned "Day" into a megabucks reality now contend there never was any question that Dion and her manager-husband, Rene Angelil, could make this work -- that their collaboration with former Cirque du Soleil director Franco Dragone, a man known for visionary productions, was actually a pretty safe bet.

 

"A lot of people perceived this to be a big gamble, and you have to give a lot of credit to the Anschutz organization for taking it," says John Meglen, president and co-CEO of the AEG Live production company Concerts West. "But I have to say that to us, it was apparent before Celine even launched that it was going to be an unqualified success. The reason it has worked so well is that, one, Celine Dion is an amazing talent, and secondly, it's such an astounding production. There has never been anything else like it, which is what Las Vegas is all about."

 

Indeed, Dion's show -- which is one part concert and two parts effects-laden dreamscape -- transports the audience to a virtual world where dozens of dancers cavort and preen in front of a $6 million, 109-foot-wide, 34-foot-high LED screen. As Dion performs and moves about the stage, the screen and lighting create dazzling illusions that seem to transcend traditional concepts of space and depth.

 

Someplace inside all of that visual wizardry, Dion sings 20 songs ranging from "Because You Loved Me" and "It's All Coming Back to Me Now" to covers of Etta James' "At Last," Peggy Lee's "Fever," Frank Sinatra's "I've Got the World on a String" and Stevie Wonder's "I Wish." Encores include "My Heart Will Go On" from "Titanic" and Louis Armstrong's "What a Wonderful World."

 

The show has changed some during the past two years: Dion no longer performs "The First Time Ever I Saw Your Face," which found her taking to the air and flying across the stage. Also, the performers now have five or six costume changes per show rather than none.

 

"That constant tweaking of the show is good for business," Meglen contends. "We've had a lot of repeat attendees who may have seen the show a year ago but feel like they can see Celine today and have it be a totally difference experience for them because of the consistent evolution that keeps it fresh."

 

Do people really have that kind of disposable income to plunk down $300 or $400 in Vegas to see the same show repeatedly?

 

"Well, remember that Las Vegas is a town where a $100 bill is like a $10 bill anyplace else," Meglen says. "But you know, people come to the city now just to see entertainers. It's no longer just something they do when they step away from the blackjack tables. Celine is at the forefront of that movement, where you have everyone from Elton John to Stevie Nicks to Faith Hill to Jerry Seinfeld playing here, now."

 

But Dion alone remains something of a cottage industry unto herself. She has now sold more than 175 million albums, making her the biggest-selling female recording artist of all time. In addition, a second official biographical book is being written about her, A&E has a two-hour "Biography" special on Dion premiering May 6, a third fragrance line was launched on March 15 and the Celine Dion Boutique near Caesars' Colosseum boasts a hefty variety of signature merchandise.

 

So, the decision to stay anchored in Vegas for several years rather than tour the world has been a pretty good one -- in that it hasn't forced Dion and Angelil to suffer any financial shortfall. But it was strictly for creative rather than commercial reasons that Dion was hooked into the Caesars deal, Angelil insists.

 

"Celine grew excited about working with Franco and being involved with the hotel after she saw the Cirque show 'O' on New Year's Eve of 1999," Angelil adds. "She was just mesmerized by the idea, after seeing 'O,' that she and Franco could put together a musical show that was different than anything that ever had been done."

 

It wasn't until a few months later that the couple discovered Dion was pregnant with their son, Rene-Charles, now 4 years old. "Having a baby obviously made the opportunity to stay in one place for a while all the more attractive," Angelil admits. "For Celine to be able to sleep in her own bed every night has made a big difference in her life and mine, as well."

 

Angelil insists he never, for a moment, had any worries about his wife's marketability as a Vegas attraction.

 

"I knew the town, having visited there four or five times a year since 1966," he says.

 

"I also found out that 100,000 people come to Las Vegas every day, and, in general, they stay for three nights. So every night, you have a lot of new visitors to draw from. Celine has so many fans; I knew attracting 4,000 of that 100,000 every night wouldn't be a problem."

 

There is some uncertainty, however, as to how big of a financial windfall "Day" is for Caesars. One entertainment industry source, who requested anonymity, notes that the singer hasn't had much in the way of coattails in terms of generating more casino, restaurant, hotel occupancy and retail-store business at the sprawling Forum Shops mall at Caesars. And while some, including Angelil, maintain that Dion has sold out every night, others privately acknowledge that simply hasn't been the case.

 

"The real question is whether Caesars has gotten all of that revenue or not," longtime Las Vegas publicist Frank Lieberman says. "I mean, considering how expensive the tickets are, do the people who attend her show stay at Caesars or at the Motel 6? The hotel has certainly made a windfall off of the boxoffice, but it's hard to know how much extends to its other businesses. I mean, in the old days, the showroom entertainment was your loss leader to get people to the tables. Now, to some degree, it has to be a major revenue stream in itself."

 

Caesars Palace president Mark Juliano contends that there has been a "noticeable increase" in the hotel's other businesses since Dion's engagement was launched.

 

"On the nights when Celine isn't performing in the showroom, it's absolutely reflected in what the restaurants and casino and retailers take in," Juliano says. "When the room is dark, that's more than 4,100 people who aren't eating, drinking, gambling and paying retail."

 

Juliano agrees that the immense initial capital outlay for "Day" wasn't as big a gamble as it might have appeared "because we were careful to pick the right star. No matter how wonderful the production and the environment around the show is to support it, you still need that star, or you have nothing. It's Celine herself that is selling this. In every way, this woman has revitalized the place as the cornerstone of our entertainment strategy."

 

While the door remains open for Dion to extend her Caesars run beyond 2007, Juliano admits that the hotel is already in the process of exploring who will play the Colosseum when the dynamic diva finally blows town.

 

It isn't a day he is looking forward to.

 

"Celine Dion is a symbol of the newer, more sophisticated Vegas," Juliano says. "I think the town has benefited greatly from having her living and performing here."

 

Published March 24, 2005

[Bellamy]

Caesars has rewarded Dion by extending her three-year contract an additional year, keeping her anchored in Sin City through October 2007. By that time, she will have played 760 shows there.

I think this is the first time we know when will Celine's contract end exactly.

"Celine Dion is a symbol of the newer, more sophisticated Vegas," Juliano says. "I think the town has benefited greatly from having her living and performing here."

this is so true. Celine is becoming a legend like Elvis in Vegas.

[Koolan]

Great article that touches many things. All the critics can rest easy now.

[Mozinha]

"I also found out that 100,000 people come to Las Vegas every day, and, in general, they stay for three nights. So every night, you have a lot of new visitors to draw from. Celine has so many fans; I knew attracting 4,000 of that 100,000 every night wouldn't be a problem."

 

That's why I love René

 

 

Great article

[DjCeline]

this article is ver good. it touches a lot of issues.. now noone can say that Celine is not the best!!!

[Bellamy]

"I also found out that 100,000 people come to Las Vegas every day, and, in general, they stay for three nights. So every night, you have a lot of new visitors to draw from. Celine has so many fans; I knew attracting 4,000 of that 100,000 every night wouldn't be a problem."

 

That's why I love René

<{POST_SNAPBACK}>

cause he's good at mathematics?

[Mozinha]

"I also found out that 100,000 people come to Las Vegas every day, and, in general, they stay for three nights. So every night, you have a lot of new visitors to draw from. Celine has so many fans; I knew attracting 4,000 of that 100,000 every night wouldn't be a problem."

 

That's why I love René

<{POST_SNAPBACK}>

cause he's good at mathematics?

<{POST_SNAPBACK}>

 

Because he is a true believer and he believes in Celine so much. That's why I love him

And because of his maths too

 

E many other things that doesn't really matter to this topic

[Bellamy]

I think Celine gave many interviews to the press about A New Day anniversary, Parfume Belong recently. hope we can see more video interviews soon.

[tativale]

is that really true that her contract ends in October 2007???? So weird.... hehehhe

 

But great article thank you!!!

[Bellamy]

is that really true that her contract ends in October 2007???? So weird.... hehehhe

<{POST_SNAPBACK}>

I think it's very reasonable. cause Celine can't make 780 or 800 shows before March 2007.

[Celine's Prayer]

Hello,

 

This article is a testament to Celine's ability as an artist, an entertainer, a performer, a mother and a woman. She is turly amazing.

 

Bye everyone,

 

Sophia

[ploup]

Thanks for the article

[tativale]

is that really true that her contract ends in October 2007???? So weird.... hehehhe

<{POST_SNAPBACK}>

I think it's very reasonable. cause Celine can't make 780 or 800 shows before March 2007.

<{POST_SNAPBACK}>

I was thinking about years, so as she started today 2 years behind hehe .. but it's Ok, it's better this way eheheh

[piglot82]

Do people really have that kind of disposable income to plunk down $300 or $400 in Vegas to see the same show repeatedly?

 

It wasn't until a few months later that the couple discovered Dion was pregnant with their son, Rene-Charles, now 4 years old. "Having a baby obviously made the opportunity to stay in one place for a while all the more attractive," Angelil admits. "For Celine to be able to sleep in her own bed every night has made a big difference in her life and mine, as well."

 

Some of us don't necessarily have that kind of income but we see the show reteatedly anyway. I plan on seeing it at least 2 more times before the end of the year.

 

It's funny Celine and Rene are sounding more and more alike.

[Mozinha]

I think this is enough the shup up some critics out there.

Celine is the best

[superlove]

Thanks !

 

Great article !!!!!

[Mozinha]

Some of us don't necessarily have that kind of income but we see the show reteatedly anyway.  I plan on seeing it at least 2 more times before the end of the year.

 

I saw it 2 days in a row

It's a normal thing, I think. And the show has been changing and people want to check out the changes.

[binsk]

Caesars has rewarded Dion by extending her three-year contract an additional year, keeping her anchored in Sin City through October 2007. By that time, she will have played 760 shows there.

I think this is the first time we know when will Celine's contract end exactly.

 

The reason they say October 2007 is because at the rate Celine is going, the 800 shows probably won't finish until late 2007. She hasn't even had 400 shows and it is the 2 year (half-way) anniversary. She barely has had 300 shows.

[Bellamy]

Caesars has rewarded Dion by extending her three-year contract an additional year, keeping her anchored in Sin City through October 2007. By that time, she will have played 760 shows there.

I think this is the first time we know when will Celine's contract end exactly.

 

The reason they say October 2007 is because at the rate Celine is going, the 800 shows probably won't finish until late 2007. She hasn't even had 400 shows and it is the 2 year (half-way) anniversary. She barely has had 300 shows.

<{POST_SNAPBACK}>

The reason they say October 2007 is because they know Celine's contract is 760 shows total exactly, and will end at about Oct, 2007. if she needs to do 800 shows, maybe she needs to wait till 2008.

[binsk]

Caesars has rewarded Dion by extending her three-year contract an additional year, keeping her anchored in Sin City through October 2007. By that time, she will have played 760 shows there.

I think this is the first time we know when will Celine's contract end exactly.

 

The reason they say October 2007 is because at the rate Celine is going, the 800 shows probably won't finish until late 2007. She hasn't even had 400 shows and it is the 2 year (half-way) anniversary. She barely has had 300 shows.

<{POST_SNAPBACK}>

The reason they say October 2007 is because they know Celine's contract is 760 shows total exactly, and will end at about Oct, 2007. if she needs to do 800 shows, maybe she needs to wait till 2008.

<{POST_SNAPBACK}>

 

why do you say that?

 

it's 200 shows a year, for 4 years...200 X 4 = 800

[Koolan]

It's not 200 shows a year because it's already been 2 years and only 340 shows have been played.

[Bellamy]

exactly, as I said Celine can't finish 800 shows in 2007. 760 shows total, end at about Oct, 2007 is very reasonable date.

[trangceline_89]

attracted 1 million people ??????????????

Wow, I can't believe in my eyes

[Bellamy]

attracted 1 million people ??????????????

Wow, I can't believe in my eyes

<{POST_SNAPBACK}>

the 1 millionth fan attended the show in Sep. 2004. so Celine had attracted mant more than 1 million people now.