Tuesday, Aug. 30, 2005 | 9:15 a.m.
The same firm that helped the Las Vegas Convention and Visitors Authority devise the marketing campaign "What happens here, stays here" has been tabbed by Boulder City to attract visitors who live in the region.
The Boulder City Tourism Commission will hire the LVCVA's longtime advertising agency under a one-year contract with the terms yet to be negotiated, said Boulder City Councilman Mike Pacini, chairman of the commission.
The commission has secured a $48,000 grant from the LVCVA and another $52,000 from the Boulder City Redevelopment Agency to cover the expenses of R&R Partners Inc. and launch a marketing campaign as early as December.
Commission members said it will be at least another month before they select a brand for the community and marketing campaign whose primary purpose is to attract residents of Las Vegas, Henderson and the rest of Clark County who haven't given the city near Hoover Dam a second thought about visiting.
R&R has presented the commission with some general branding concepts focusing on the city's history, but commission members said they asked for other concepts focusing as well on recreation and arts and culture.
Any campaign is likely to focus on those 1.7 million people who already live in the region as opposed to marketing campaigns like that of Las Vegas that concentrates on attracting visitors from across the country and around the world.
"I feel very strongly about it, and from my experience, Las Vegas is a biggest target audience," said Greg Corbin, a commission member and manager of the Nevada State Railroad Museum in Boulder City. "As large as Las Vegas is and and as fast as it is growing, there are so many people that are moving in here monthly that are looking for the kind of things that we offer.
The commission wants to highlight Lake Mead National Recreational Area, downtown shopping, Bootleg Canyon bike trail and other recreational opportunities. They want to portray Boulder City as a nearby, half-day, full-day or weekend destination noted for its arts, restaurants, boutiques and family festivals.
Commission members said Boulder City's exclusion of gambling is attractive to area residents, and they touted the idea of a community that is a "world away, but only a 15-minute drive."
"When we mention to people that there is no gambling, they are astounded," said Dawn Tiffe, a commission member and the owner of the Sands Motel and Las Vegas resident. "We have a lot of different things that Las Vegas doesn't have. You can come up for the day and get out of the rat race and come back in time."
Boulder City is hoping to launch its campaign in time for the holiday shopping season when the community holds an annual Christmas parade and tree lighting. Pacini said that's a festive time in Boulder City and perfect way to introduce the rest of the valley to the community.
Although Boulder City gets its share of tourists from across the country, LVCVA officials said many tourists don't have time to go to the community because they stay in Las Vegas for three nights.
Rob Dondero, executive vice president for R&R Partners, said any marketing campaign is likely to use print and radio advertising for promotions and take advantage of free media, especially television, to showcase events. Boulder City features an annual Fourth of July festival and the 43rd annual Art in the Park festival.
"With 1.7 million in a 20 to 30-minute drive, many who are newbies in the valley, Boulder City has some incredible assets that we have to tell the community about," Dondero said. "There is the quaintness and history of the city and its downtown. In a valley that is every changing, this is a community that is holding onto its roots."
Boulder City is counting on attracting more visitors out of fear that plans for a highway bypassing the community will mean fewer people stopping.
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