In a move that signals fresh energy for one of Las Vegas’s iconic spots, the Palms Casino Resort has named three new leaders to key roles. These changes come as the off-Strip property pushes to attract more visitors amid a tough year for the industry. With promotions and a key hire, the resort aims to sharpen its edge in hospitality and entertainment.
The Palms Casino Resort announced the appointments on March 4, 2026, highlighting internal talent and outside expertise. Laura De La Cruz steps up as assistant general manager, taking over duties from the recent general manager promotion. She will handle hotel operations, information technology, sales and catering, facilities, retail, and food and beverage.
De La Cruz brings deep roots to the role. Raised in Las Vegas, she started her career with stints at Boyd Gaming and Harrah’s Laughlin. Before this, she served as vice president of marketing at the Palms.
Crystal Robinson-Wesley also earned a big promotion. She moves to vice president of marketing and entertainment from her prior spot as vice president of entertainment and activations. With over 22 years in the field, she focuses on marketing, special events, and communications. Her work has helped shape exciting guest experiences at the resort.
These shifts follow a pattern of growth at the Palms. Last year, the team added a finance expert and promoted two staff members to senior spots. This builds on the September 2025 naming of Kevin Glass as general manager, who had been assistant before that.
New Hire Brings Finance Expertise to the Table
Janice Fitzpatrick joins as vice president of finance, adding over 30 years of know-how in gaming and hospitality. She comes from roles where she managed financial planning, analytics, compliance, and big projects. At the Palms, she will drive system updates and strategic plans to keep the resort on solid ground.
This hire stands out in an industry facing rising costs and shifting visitor habits. Fitzpatrick’s background includes work on large-scale initiatives that boost efficiency. Her arrival helps the Palms tackle budget challenges head-on.
The Palms, owned by the San Manuel Gaming and Hospitality Authority for the Yuhaaviatam of San Manuel Nation, bought the property in 2021 for 650 million dollars. It marked the first fully tribally owned casino in Las Vegas history. Since reopening in 2022, the resort has focused on steady improvements.
Resort’s History Fuels Its Comeback Drive
The Palms opened its doors in November 2001, quickly becoming a hotspot for nightlife and celebrities. Early on, it drew crowds with trendy clubs and high-end vibes, setting it apart from the Strip’s giants. Station Casinos held a stake until the San Manuel group took full control.
Over the years, the resort faced ups and downs. A 2021 closure led to the big sale, but the new owners poured in investments for a fresh start. Today, it boasts 700 rooms, a bustling casino floor, and venues like the Pearl Concert Theater.
Recent wins add to the buzz. The Palms earned the top spot as Best Casino in Las Vegas from USA Today’s 10Best Readers’ Choice Awards in both 2024 and 2025. This nod came from voter input on factors like atmosphere and service.
To break down the leadership roles clearly, here is a simple table:
| Role | Name | Previous Position | Key Responsibilities |
|---|---|---|---|
| Assistant General Manager | Laura De La Cruz | Vice President of Marketing | Hotel operations, IT, sales, facilities, retail, food and beverage |
| Vice President of Marketing and Entertainment | Crystal Robinson-Wesley | Vice President of Entertainment and Activations | Full marketing strategy, events, guest engagement |
| Vice President of Finance | Janice Fitzpatrick | External finance leader | Planning, analytics, compliance, strategic initiatives |
This setup shows how each role supports the others for smoother operations.
Industry Trends Shape Leadership Choices
Las Vegas casinos saw a dip in 2025, with visitor numbers down about 5 percent from 2024 peaks, per data from the Las Vegas Convention and Visitors Authority. Reasons included economic pressures and travel slowdowns. But experts predict a modest rebound in 2026, with conventions and sports events pulling in crowds.
Strong leadership like this could help the Palms stand out in that recovery. Trends point to more focus on personalized experiences and tech upgrades, areas where the new team excels. For instance, marketing pushes now lean on social media and loyalty programs to keep guests coming back.
De La Cruz’s local ties give her an edge in understanding what Vegas fans want. Robinson-Wesley’s event skills align with the resort’s push for live shows, like upcoming concerts at the Pearl Theater featuring acts such as Aaron Lewis in March 2026.
On the finance side, Fitzpatrick’s expertise matters as costs for energy and staffing rise. A report from the American Gaming Association noted gaming revenue hit 66.5 billion dollars nationwide in 2024, but 2025 saw slight flatlining. Her role will aim to optimize spending for better guest perks.
One key tip for visitors. Watch for new promotions tied to these changes, like enhanced entertainment packages that could save on stays.
- Expect more targeted ads on social platforms to highlight events.
- Look for loyalty rewards that tie into marketing efforts for free plays or meals.
- Finance tweaks might lead to value deals during off-peak times.
These steps show how the Palms plans to adapt and thrive.
Future Plans Promise More Excitement
As 2026 unfolds, the Palms gears up for big events. The resort hosts the official hotel for the 2026 Olympia Weekend in September, drawing fitness fans from around the world. Pool season kicks off March 16 with parties and all-inclusive options.
The leadership team eyes expansion in entertainment. With Robinson-Wesley at the helm, expect bolder lineups and collaborations. De La Cruz will ensure operations run smooth to handle growing crowds.
Fitzpatrick’s input could fund tech like better apps for bookings. This fits broader industry shifts toward digital tools, as noted in a January 2026 Seeking Alpha analysis on Vegas trends.
For locals and tourists, these changes mean a more vibrant spot. The Palms’ off-Strip location offers easier access without the chaos, and now with sharper management, it could become a go-to for affordable fun.
In wrapping up, these leadership appointments at the Palms Casino Resort mark a turning point for a beloved Las Vegas gem, blending local know-how with proven skills to navigate tough times and seize new chances. It’s heartening to see women leading the charge in an industry often dominated by others, promising innovative experiences that keep the city’s spirit alive.
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