Why is Las Vegas referred to as the Ninth Island?
The colloquial moniker can be heard in daily conversations in Hawai’i, but why did Las Vegas earn its title as the Ninth Island?
Above: Las Vegas Clark County Airport
Las Vegas, Nevada, a bustling, transient city filled with blinding lights, entertainment, and 24-hour fun has the largest population of Hawai’ians outside Hawai’i. A 2021 census review reported 26,000 Hawai’ians moved to Nevada that year.
Many Hawai’ians are making the move to Las Vegas due to economic displacement. As of Feb. 2023, the median price for a house on Oahu was $985,500, over $500,000 more compared to Nevada, where the median house price was $412,415.
In addition to those who choose to relocate permanently, around 200,000 Hawaii residents per year visit Las Vegas to enjoy the entertainment, gambling, and experiences.
The high population of residents moving to Hawai’i and visiting earned Las Vegas the nickname “The Ninth Island.” The phrase “The Ninth Island” was catalysed by one man and a targeted marketing campaign he undertook to drive business to his hotel.
Above: California Hotel and Casino Las Vegas, Nevada
Sam Boyd founded the California Hotel and Casino in 1975 and upon opening struggled to attract his target clientele - Californians.
Boyd had formerly worked in Hawai’i as a dealer on a gambling barge that cruised the waters of the Pacific. Leaning on his past experience and e Hawai’is prohibition of gambling, Boyd began planning to market Las Vegas and The Cal to Hawai’ians.
Partnering with a marketing and sales executive, John Bink, the pair frequently travelled to Hawai’i and began meeting with travel agents, hosting marketing seminars, and marketing Las Vegas as an adult playground with the familiarities of home.
As the pair built relationships, sold more all-inclusive trips, and more tourists from Hawai’i travelled to The Cal, Boyd made alterations to the hotel to cater to his customer base and further promote a sense of ‘home away from home.’
Boyd changed the motto of the hotel to: “Aloha spoken here,” and upgraded the available menu options of The Market Street Cafe - The Cal’s restaurant - to cater to a Hawai’ian diet by serving dishes such as loco moco, Lomi Lomi Salmon, and Katsu curry.
Above: Market Street Cafe featuring a ‘holo holo’ campaign
Visitor numbers began to soar and businesses surrounding The Cal embraced the new visitor market, with familiar local Hawai’ian restaurants and stores such as Kono's North Shore and ABC stores appearing near The Cal.
Today, Las Vegas continues to solidify its status as the ninth island, with the increase of Hawai’ian residents, visitors, stores, restaurants and a little help from Boyd and The Cal.