Win-win: When Nevada gets paid to be promoted

By Jackie Valley

Sunday, Nov. 2, 2014 | 2 a.m.

The commercial opens with an aerial shot of the Hoover Dam and, for the first 10 seconds, the ad seems to promote the state of Nevada.

Then a 2014 GMC Sierra pickup truck glides into view.

“The Hoover Dam’s power plant uses smart-grade technology to conserve energy when it can and make more when needed,” a narrator says. “The GMC Sierra does the same …”

The commercial, which aired nationally, touts the pickup truck’s power and capabilities — and provides a free plug for a Nevada landmark. It’s a win-win for the Nevada Film Office, which promotes tourism and economic development by cashing in on the Silver State’s landmarks and scenery.

“People see it, and they immediately identify with it,” said Eric Preiss, director of the Nevada Film Office. “Commercials are just as big an economic driver as film shoots and television shoots.”

Last year, 45 commercials were filmed in Nevada, injecting roughly $6 million into the state economy, according to the film office. In 2013, 37 feature and independent films were shot here, bringing in $26 million.

The Association of Film Commissioners International estimates production companies can spend up to $150,000 a day filming commercials, more than most independent film producers spend. Some commercials are eligible for a film tax credit granted to productions that spend at least $500,000 in the state.

Nike, Dodge, Samsung, Toyota, Champs Sports and Ducati were among the 25 companies that shot commercials here during the first six months of this year, Preiss said.

Automotive companies are particularly drawn to Nevada because of its varied landscapes and deserted roads. Naturally, the Strip attracts a good portion of productions, as well.

“You can’t build that on a sound stage,” said Edward Harran, assistant director of the Nevada Film Office. “You have to come here.”

When companies express an interest in shooting here, the film office helps scout locations and, when possible, points producers to local production crews.

Jerry Thompson, owner of Las Vegas’ Light Forge Studios, said commercial work helps fund his passion projects and isn’t a bad way to spend a few days.

“We prefer commercials,” Thompson said. “It’s creative, but it’s short. You’re in and out.”

So the next time you’re watching television, keep an eye out for familiar locales.