Mayor: Reno’s proposed new slogan ‘embarrasses’ city

Staff and wire services

Friday, Oct. 2, 2009 | 9:49 a.m.

Tourism is big business in Nevada and the catchy slogans used to market hubs like Reno and Las Vegas can help lure visitors. Las Vegas recently revived its signature campaign, “What happens here,” which sold the city for years.

To the north, however, a proposed slogan has been a hot topic of debate. A push to bill Reno as “West of Center” prompted fierce criticism from city officials.

“It embarrasses me," Mayor Bob Cashell said during a meeting last week. "It embarrasses the city of Reno. I don't like that."

The Reno tourism agency has gone back to the drawing board after the new slogan wasn’t well received. It was supposed to replace the current Reno-Sparks Convention and Visitors Authority slogan calling the Reno-Tahoe area "America's Adventure Place," which has been used since 2002.

Cashell wasn’t the only one to offer criticism. Glenn Carano, marketing director of the Silver Legacy in downtown Reno, said it gave him "a little heartburn," adding, "I don't know what it means."

Bill Hughes, marketing director of the Peppermill, agreed.

"When I heard the line, I didn't get it," Hughes said. "I'm not sure, but the final result may not be exactly what we wanted."

While the board dumped the slogan, it voted unanimously to keep and move forward with the rest of the campaign, which is geared toward potential visitors who have never been to Reno or who last visited a long time ago.

So far, the campaign has cost the RSCVA more than $111,000. The total marketing and advertising campaign, which is expected to begin next year, will need about $5 million to start, officials said.

Rather than going for something shiny and new, in Las Vegas, tourism leaders are dusting off an old standard: “What happens here, stays here,” marking a return to the message that sold the city in the best of times. The slogan is making a comeback after a series of less memorable pitches — advertisements saying "Vegas right now" and "Crazy times call for crazy fun."