New York City has been revealed as the most nostalgic city for millennials in the United States, proving that it truly is the city that never sleeps—because everyone still lives in the '90s! An original study conducted by BetMGM Casino to celebrate their recent arcade game category launch in the U.S., ranked 20 of America's most popular cities based on how much nostalgia they present. This study aimed to explore an under-researched topic: what U.S. city evokes the most nostalgia in millennials? We used primary and secondary quantitative data to assess and measure variables that commonly evoke nostalgia for the 1980s and 1990s. These variables included physical venues, music events, and demographic data. **Key study findings:** ● New York has been identified as the most nostalgic city overall. ● New York also has the highest number of nostalgia-evoking venues overall and the most comic book stores, record stores, and roller skating rinks. ● Dallas, TX ranks in 2nd place, followed by Houston, TX in 3rd, Las Vegas, NV and Phoenix, AZ in joint 4th and Atlanta, GA in 5th. ● Memphis, TN is the least nostalgic city of all. The study included a detailed analysis of 20 popular U.S. cities, using Google Maps to count the number of existing operating venues associated with 80s and 90s nostalgia, such as arcades, comic book stores, and vintage clothing shops. TicketMaster data was utilized to measure the frequency of themed music events, while U.S. Census data helped determine the concentration of millennials in each city. The methodology involved a balanced approach by combining absolute and per capita values for venues and music events to ensure fair conclusive data. For full information on our methodology, please visit [this link](https://www.dropbox.com/scl/fi/q3ekuflxlw4qu7i0deg6q/Official-Methodology_-BetMGM_New-Study-Reveals-Most-Nostalgic-City_July2024.docx?rlkey=c6wux8p7outd2v1ucndltythb&st=m2v0cz7c&dl=0).