I Said Yes to Every Upgrade in Las Vegas. Here’s What It Cost.

LAS VEGAS—Few places vacuum money from you like this glittering gambling and entertainment playground. That’s true for the visitors in town for Sunday’s Super Bowl —official motto: Excessive Celebration Encouraged. And it’s true for visitors any time, with the $US200 seats at the pool and the $US800 bottle service at nightclubs. All before you step onto the casino floor. You can fly here for as little as $US50 if you play your cards right. But people come to Vegas to spend, and the businesses here know it. This place hits travellers with potential upgrades every few steps. So I flew in for an experiment, a real-life version of the Jim Carrey comedy “Yes Man” (or “Yes Day” if you’re a Jennifer Garner fan). I said yes to every upgrade and VIP package to see just how much you get for your money, and what can be skipped. I had parameters. The $US3,999 helicopter ride to the top of Valley of Fire State Park for yoga was out. As was the $US4,000-a-night upgrade offer to a three-bedroom presidential suite at my hotel. Still, I cut lines, got a massage in the reserved seats at the Aria sportsbook during an NFL wild-card game, relaxed in a private lounge before a show at the Sphere , and drank a French 75 from a prime window seat at the Eiffel Tower Restaurant. In all, I spent $US976 to upgrade my Vegas visit. Was every upcharge worth it? Absolutely not. But a few are worth your money.

Yes, yes and yes

The offers began minutes after I booked a room for two nights at the luxury all-suite Palazzo resort. The price: $US480 before taxes and fees for two nights, a relative bargain on a holiday weekend in January. How much for a room booked last-minute for Super Bowl weekend? $US1,700 a night. I landed two upgrades after an email prompt gauged my interest: $US75 for early check-in and $US57 a night for a city view, the cheapest room category upgrade. Early check-in fees irk me , but this was worth it after my early flight. I was in the room by 11 a.m. The room was swank. The view of Treasure Island and the Mirage was nothing special.

A city view room at the Palazzo resort, where travel columnist Dawn Gilbertson paid an extra $57 a night plus taxes to upgrade the view. PHOTO: DAWN GILBERTSON/THE WALL STREET JOURNAL

I headed to Area15, an arts and entertainment complex. First stop: Meow Wolf ’s Omega Mart, a popular immersive art experience that takes visitors into a bizarro grocery store that links to an alternate dimension. Admission is $US54; upgrading to a $US99 VIP package promised to “enhance my experience” but bought me a souvenir pin, VIP lanyard, a cocktail and a 15% discount I didn’t use at the gift shop. Maybe the good stuff comes with the $US129 scavenger hunt package. (As I perused products like cans of faux La Croix in mashed-potato flavour and wandered a dizzying hall of mirrors, I wondered how many visitors upgraded with a trip to a local dispensary beforehand.) Admission to stroll around the rest of Area15 is free, but I upgraded to a $US35 pass, which included five attractions, the best of which was the outdoor Liftoff ride with great views of the Strip.

Cutting lines for crab legs

Many resorts here gave up the buffet business for good during the pandemic . The Wicked Spoon buffet at the Cosmopolitan of Las Vegas still packs them in. Saturday brunch had an hourlong wait during my visit. VIP line to the rescue! $US35 gets you a head start on the $US62 all-you-can-eat feast of snow crab legs, sushi and slow-roasted strip loin. The best part: The manager overseeing the line comped the fee because she said she enjoyed talking to me and a friend while we waited. (I never identify myself to employees as a Wall Street Journal reporter on these types of assignments.) Suddenly playing with house money, I sprang for the unlimited mimosa package for $US33 after tax and tip, to go with the brunch base price. There is a 90-minute limit, but I had places to be.

One movie, $US245

My colleague Jason Gay calls the Sphere, the giant orb that sits behind the Venetian, a “beach ball peaking on acid.” He paid $US539 to see U2 at the new venue. In the biggest single splurge on my trip, I paid $US245 to see a 50-minute movie there. The Director’s Seat package promised VIP entry, pre show lounge access with free beer, wine and snacks and a souvenir Sphere T-shirt. The VIP entry was the best perk, letting me skip the clogged Regular Joe lines. I was one of the first people in the atrium, where a humanoid robot named Aura chatted with me and a couple from Arkansas who also took the VIP plunge. The robot asked them the secret to their 55-year marriage. We met again in the nearly empty lounge before the Darren Aronofsky show “Postcard From Earth.”

Delta Sky Club this ain’t: The small food spread included soft pretzels with cheese and mustard. The bartender did dig out a great local IPA, Atomic Duck, and pointed me to the popcorn that VIP guests could take into the movie. The package promises premium seating for the show, a trip around the globe in which seats rattled when elephants or a jumbo jet rumbled across the giant screen. My seat was good, albeit one row up and an aisle over from my friends who paid $US79 for their standard tickets. The final Yes Day in Vegas is a spendy blur: $US190 to watch the Lions and Rams duke it out in an NFL playoff nail-biter from a high-top table with food and alcohol included in a roped-off section at Aria Resort & Casino. The rest of the sportsbook was standing room only. Then there was the $US40-a-person fee for the window seat at the Eiffel Tower Restaurant overlooking the dancing Bellagio fountains. The couple celebrating their anniversary one table back couldn’t believe I paid the fee. I left Vegas a little spoiled and out of sorts. When Southwest Airlines offered a $US50 upgrade to jump to the front of its boarding line on my flight home, I clicked buy. Can’t wait to explain that one to the folks in Expense Accounting.

Impact investing is becoming more mainstream as larger, institutional asset owners drive more money into the sector, according to the nonprofit Global Impact Investing Network in New York.

In the GIIN’s State of the Market 2024 report, published late last month, researchers found that assets allocated to impact-investing strategies by repeat survey responders grew by a compound annual growth rate (CAGR) of 14% over the last five years.

These 71 responders to both the 2019 and 2024 surveys saw their total impact assets under management grow to US$249 billion this year from US$129 billion five years ago.

Medium- and large-size investors were largely responsible for the strong impact returns: Medium-size investors posted a median CAGR of 11% a year over the five-year period, and large-size investors posted a median CAGR of 14% a year.

Interestingly, the CAGR of assets held by small investors dropped by a median of 14% a year.

“When we drill down behind the compound annual growth of the assets that are being allocated to impact investing, it’s largely those larger investors that are actually driving it,” says Dean Hand, the GIIN’s chief research officer.

Overall, the GIIN surveyed 305 investors with a combined US$490 billion under management from 39 countries. Nearly three-quarters of the responders were investment managers, while 10% were foundations, and 3% were family offices. Development finance institutions, institutional asset owners, and companies represented most of the rest.

The majority of impact strategies are executed through private-equity, but public debt and equity have been the fastest-growing asset classes over the past five years, the report said. Public debt is growing at a CAGR of 32%, and public equity is growing at a CAGR of 19%. That compares to a CAGR of 17% for private equity and 7% for private debt.

According to the GIIN, the rise in public impact assets is being driven by larger investors, likely institutions.

Private equity has traditionally served as an ideal way to execute impact strategies, as it allows investors to select vehicles specifically designed to create a positive social or environmental impact by, for example, providing loans to smallholder farmers in Africa or by supporting fledging renewable energy technologies.

Future Returns: Preqin expects managers to rely on family offices, private banks, and individual investors for growth in the next six years

But today, institutional investors are looking across their portfolios—encompassing both private and public assets—to achieve their impact goals.

“Institutional asset owners are saying, ‘In the interests of our ultimate beneficiaries, we probably need to start driving these strategies across our assets,’” Hand says. Instead of carving out a dedicated impact strategy, these investors are taking “a holistic portfolio approach.”

An institutional manager may want to address issues such as climate change, healthcare costs, and local economic growth so it can support a better quality of life for its beneficiaries.

To achieve these goals, the manager could invest across a range of private debt, private equity, and real estate.

But the public markets offer opportunities, too. Using public debt, a manager could, for example, invest in green bonds, regional bank bonds, or healthcare social bonds. In public equity, it could invest in green-power storage technologies, minority-focused real-estate trusts, and in pharmaceutical and medical-care company stocks with the aim of influencing them to lower the costs of care, according to an example the GIIN lays out in a separate report on institutional strategies.

Influencing companies to act in the best interests of society and the environment is increasingly being done through such shareholder advocacy, either directly through ownership in individual stocks or through fund vehicles.

“They’re trying to move their portfolio companies to actually solving some of the challenges that exist,” Hand says.

Although the rate of growth in public strategies for impact is brisk, among survey respondents investments in public debt totaled only 12% of assets and just 7% in public equity. Private equity, however, grabs 43% of these investors’ assets.

Within private equity, Hand also discerns more evidence of maturity in the impact sector. That’s because more impact-oriented asset owners invest in mature and growth-stage companies, which are favored by larger asset owners that have more substantial assets to put to work.

The GIIN State of the Market report also found that impact asset owners are largely happy with both the financial performance and impact results of their holdings.

About three-quarters of those surveyed were seeking risk-adjusted, market-rate returns, although foundations were an exception as 68% sought below-market returns, the report said. Overall, 86% reported their investments were performing in line or above their expectations—even when their targets were not met—and 90% said the same for their impact returns.

Private-equity posted the strongest results, returning 17% on average, although that was less than the 19% targeted return. By contrast, public equity returned 11%, above a 10% target.

The fact some asset classes over performed and others underperformed, shows that “normal economic forces are at play in the market,” Hand says.

Although investors are satisfied with their impact performance, they are still dealing with a fragmented approach for measuring it, the report said. “Despite this, over two-thirds of investors are incorporating impact criteria into their investment governance documents, signalling a significant shift toward formalising impact considerations in decision-making processes,” it said.

Also, more investors are getting third-party verification of their results, which strengthens their accountability in the market.

“The satisfaction with performance is nice to see,” Hand says. “But we do need to see more about what’s happening in terms of investors being able to actually track both the impact performance in real terms as well as the financial performance in real terms.”