At the five Wolfgang Puck restaurants in Las Vegas, NV, locals are offered priority reservations and preferred seating, plus they receive a complimentary appetizer or dessert for two every time they dine. “As The Strip has gotten more congested, it has become increasingly difficult to lure locals downtown,” says Tom Kaplan, senior managing partner. “We want to make dining at our restaurants accessible and worth the trip for locals.” At Spago Las Vegas, locals account for 10-25% of dinner business and some come in weekly. They simply have to say they live in the area, no proof is required. “To get the word out, we placed ads in local publications,” says Tom.