Usher URVIP Experience

Debuting a premium VIP experience for Usher’s Las Vegas residency.

Global megastar and eight-time Grammy Award-winning R&B/pop star, Usher, began his first, one-of-a-kind residency at Caesars Palace, Las Vegas in Summer 2021. To shock and delight mega-fans with an exclusive, premium immersive VIP experience that re-defines fan engagement, hospitality, and entertainment, MHCG and partners developed the ultimate secret VIP fan package, URVIP.

Utilizing QR codes through secret VIP guest touchpoints, trailblazing AR/VR technology, and best-in-class hospitality, we offered mega-fans the ultimate once-in-a-lifetime opportunity to experience Usher throughout their Las Vegas stay.

MHCG created a crest-like emblem to mark the experiential and custom-curated URVIP brand experience. The acronym URVIP plays both with Usher’s initials (Usher Raymond IV) and the concept, “You Are VIP.” From the welcome package to the custom, swag-filled attaché cases, personal URVIP concierges, URVIP all-access backstage passes, and more, this insider brand alerts VIPs to exclusive experiences throughout retail, spa, dining, and hotel touchpoints. If you know, you know. Using exclusive app technology, guests know QR codes with the URVIP brand unlock secret augmented reality experiences with the musician and URVIP-exclusive brand partnerships with premium stores and restaurants.

“This VIP experience is me giving it back to my fans”


Our work with Usher’s Caesars Palace residency also included custom-branded environmental experiences within the performance venue including UshBucks cash prize machines, money blowers, branded collaboration graphics, and 80-foot digital display screens.

Returning home, URVIP guests also received a custom, commemorative display with one final personalized AR message from Usher, and thank you note.

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