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IN BUSINESS TOURISM ‘MAKE A SPLASH IN LAS VEGAS’ IS SUMMER MARKETING PITCH By Richard N. Velotta senior staff writer The Las Vegas Convention and Visitors Authority is extending its marketing reach to boost summer visits to Southern Nevada by unveiling a new promotional campaign. The organization’s board of directors got its first glimpse of its “Life is short. Summer is shorter. Make a splash in Las Vegas” campaign. The LVCVA will spend $24 million—$3 million more than last year—to promote Las Vegas. The additional funding was a result of room tax revenue being $8 million greater than initially forecast. A variety of special events in the city and the many pool parties that have sprung up at local resorts are among the activities that will be promoted. As in past efforts, the promotion will put its greatest emphasis on feeder cities, the markets from which Las Vegas gets most of its visitors. Two major media buys, one in early June and one in late July or early August, will use 30-second television spots that were recently shot at various properties. The organization will also use social media to convey the message that Las Vegas is a great place for a summer vacation because of the attractions it has and the special events on the calendar. “Some places are lucky to have one or two events a year like we have,” said Las Vegas Mayor Oscar Goodman, who will relinquish his chairmanship of the TOURISM CONFERENCE DETAILS SAFETY CHECKLIST FOR TOURISM WORKERS By Richard N. Velotta senior staff writer With the news of Osama Bin Laden’s death and law enforcement warnings to stay vigilant still fresh, the timing couldn’t have been better for the 18th annual International Tourism Safety Conference at the Golden Nugget. More than 200 security officers and safety experts, the largest turnout ever for the event, converged to discuss crime, safety, medical and natural disasters and terrorism and how to protect a tourism-based economy from the world’s bad guys. How the resort industry can pitch in to assist law enforcement and Homeland Security officials and the newest extension of the Las Vegas Metropolitan Police Department’s “See something, | 16 MAY 2011 | say something” program was one of the highlights of the three-day conference. Collaborating with UNLV’s Institute for Security Studies, Metro is producing a series of videos that detail what types of things employees in tourism jobs can observe to help them make a decision on what to report to authorities. “We’re not asking the industry to spy on people or take action themselves,” said Ross Bryant, deputy director of the institute. “We look at it as a bridge between public safety and the private sector that’s like Neighborhood Watch.” Only the stakes for this Neighborhood Watch are far greater for a community that thrives on tourists who depend on their hosts to keep them safe. Capt. Brett Primas, who heads Metro’s counterterrorism bureau, said Las Vegas ranks as the ninth likeliest target for a terrorist attack in the United States because it has several of the characteristics evil-doers seek to maximize damage—large congregations of people, iconic images and symbols that represent personal freedom. Primas said there have been 70 terrorist attacks on hotels and resorts worldwide since 9/11 and as home to some of the world’s largest hotels, Las Vegas is “a target-rich environment.” Hotels, amusement parks, theaters and sports arenas are common terrorist targets. Southern Nevada may be a target because it is home to Nellis and Creech air force bases. Pilotless drone aircraft that have been used in attacks on overseas terrorist camps are controlled remotely from Creech. But Las Vegas also has more surveillance than most cities to protect its investments, and Metro is hoping to have even more eyes and ears keeping watch to prevent a catastrophe. The series of videos, produced in English and Spanish, describe “seven signs of terrorism” and give specific pointers to guest-room attendants, valets, bellmen, desk clerks and bus, limousine and taxi drivers on what to watch for. The hot line to report suspicious activity locally is 828.8386. A toll-free number to report activity elsewhere in the state is 877.828.8386. 21 STRIP SUMMER: The LVCVA will spend $24 million on a new summer advertising campaign. LVCVA board next month when a new mayor takes office. “But we have events one after another, every day. That’s what makes us different. That’s what makes us the best.” The LVCVA has focused most of its attention on five feeder cities: Los Angeles, San Francisco, San Diego, Phoenix and Denver. This year Dallas and Houston will be added to the mix. To kick off the summer season, the LVCVA is giving away 50 free trips to Las Vegas through KTLA, which has the top-rated morning television show in the Southern California market. With its advertising consultant R&R Partners, the LVCVA has built an Internet microsite to highlight summer activities. The online strategy includes using social media sites Facebook, Twitter and YouTube to reach prospective visitors inexpensively. Cathy Tull, senior vice president of marketing, said 600,000 people a month visit the LVCVA’s consumer website and 250,000 “like” Las Vegas on Facebook. The LVCVA also partners with online travel companies Orbitz.com, Travelocity.com and Bookit.com as well as the vacation packaging companies affiliated with United Airlines and Southwest Airlines to sell Las Vegas. Print promotions will focus on special events. An eight-page insert previewing the Billboard music awards will explain “how to Vegas” by entertainers affiliated with the music industry. The LVCVA also produced a 32-page summer events guide to be inserted into newspapers. Other tie-ins are planned with the daytime television Emmy Awards and the NHL Awards. The LVCVA also will get some bonus advertising—displays at McCarran International Airport calling attention to summer activity. The Clark County Department of Aviation is offering to display window decals, kiosks and video walls at no cost. The organization also will spend some of its promotional dollars on summer business travel and conventions. The LVCVA gets a head start on that this week when Las Vegas hosts the Global Travel and Tourism Summit sponsored by the World Travel & Tourism Council at Aria. “The world of tourism will be focused on Las Vegas,” said LVCVA President and CEO Rossi Ralenkotter. “It’s important that we’ve been recognized as the tourism capital of the world.” In addition to tourism issues being discussed at conference, local resorts will have the opportunity for one-on- one meetings with some of the world’s top tourism leaders and organizations. While most of the message will be focused on persuading tourists who haven’t made travel plans to come to Southern Nevada and reinforce steady customers to come again, some of the budget will be allocated to special events outside Las Vegas. SAM MORRIS