The American rapper is now a co-owner of Swansea City and visited the club for the first time last month
Swansea City AFC club co-owner Snoop Dogg (Image: Getty Images)
Global rap icon Snoop Dogg says he wants to transform Swansea into the “Vegas of Wales”, complete with world-class hotels, clubs and huge music events.
The American superstar, who became a minority co-owner of Swansea City last year, has revealed an ambitious 10-year vision to turn the city into an international entertainment destination.
In an exclusive interview with The Mirror, the 54-year-old said he wants to bring the same energy and glamour that made Las Vegas famous to south Wales.
“I got a 10-year plan to make Swansea the Vegas of Wales,” he said.
“Don’t think I am playing — I got the connections to get the best chefs, I got connections with businessmen who can finance world-class hotels and clubs.
“I want to bring a little fun for my people in Swansea, but when the players start winning trophies I am going to need somewhere for them to celebrate in style.”
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Snoop, who has long spoken about his love of Vegas, says the American party capital provides the blueprint.
“Vegas is my town, I love Vegas, I lost count of how many good nights I have had there,” he explained.
“They have the best chefs, the best clubs, the best hotels, the best casinos, and of course the biggest artists in the world playing there.
“There is a reason why people come from all over the world to party in Vegas.”
A key part of his vision would be turning the 21,000-seater Swansea.com Stadium into a major music venue capable of attracting global touring artists.
“I know when the biggest artists tour globally, when they hit the UK they do London, Manchester, Glasgow, and sometimes Cardiff,” he said. “That ain’t the thought to do Swansea.
“All that is about to change. We’ve got a 20,000-seater stadium and I am going to pull some strings to make sure the best artists in the world start performing there.”
Snoop’s ambitions for the city tie in with the commercial plans he previously outlined after investing in Swansea City.
Speaking to WalesOnline earlier this year, he said he wants to help turn the Championship club into a global brand and eventually return them to the Premier League.
“I want to be real hands on, I want to take the club in a direction maybe it hasn’t been before,” he said.
“We want to take Swansea to the Premier League, and to do that we are going to need money, that’s the reality of the game these days.
“I want to introduce sponsorship deals and publicity that will make them a global name.”
The hip-hop legend has already been involved in several commercial ventures linked to the club, including launching a new beer and a clothing collaboration with his iconic Death Row Records label.
His presence has also created a huge buzz in the city.
When Snoop attended his first Swansea match since buying his stake – a Championship clash with Preston North End in February – a record home crowd packed into the stadium to see the Swans draw 1-1.
He watched much of the game from the specially themed Death Row Records lounge inside the ground and was filmed celebrating Liam Cullen’s last-minute equaliser.
“Good job, Cullen!” the rapper could be heard shouting in footage shared online.
His visit to Swansea also included a surprise private gig in the city, where the superstar performed an hour-long set of his biggest hits in front of more than 400 guests.
The event, held at the headquarters of local business AU Vodka, was described by organisers as “absolutely nuts” after the office canteen was transformed into a packed nightclub-style venue.
Among the guests were Welsh boxer Joe Cordina and former Swansea favourites Lee Trundle and Leon Britton.
Snoop says his connection with Swansea is genuine, insisting the city reminds him of the communities he grew up around in the United States.
“That’s where my team is, and the fans of Swansea are my people,” he previously said.
“It’s a proper working-class city, and I feel at home there.”