LVCVA tackles strategic plan

Tuesday, Aug. 11, 1998 | 11:16 a.m.

A strategic plan to market Las Vegas as a destination resort over the next five years was presented to the Las Vegas Convention and Visitors Authority board of directors today.

The plan emphasizes the growing importance of entertainment and retail amenities to the Las Vegas experience and backs up a series of recommendations with a flood of statistics showing what kind of visitors come to the city, how long they stay, how they get here and what they expect to see and do while they're here.

And, most importantly, the report explains how much money tourists spend in Las Vegas so that the marketing plan can determine the best way to make the biggest spenders return.

The strategic plan is divided into three-year and five-year components.

The overview of the three-year plan explains how competition from California to Detroit is continuing to have an impact on Southern Nevada and how quality of experience and better transportation avenues will be crucial to the success of the city.

Forecasting that Southern Nevada will have at least five new mega-resorts on line by 2001, the report predicts Las Vegas will establish itself as "a complete 'vacation and entertainment resort' destination" requiring an expansion of the traditional market base to get new visitors and increased repeat visits.

Some of the objectives of the LVCVA's marketing programs through the 2000-01 fiscal year, as listed in the report:

* Reinforce the positioning of Las Vegas as an entertainment resort destination.

* Continue to market Las Vegas as the world's leading gaming destination.

* Increase overall visitor volume to 36.4 million by the year-end 2000.

* Increase the number of visits by the pleasure traveler and casino gaming segment by 11 percent to 20.9 million.

* Increase the number of visits by the wholesale and group travel segment by 26 percent to 9.5 million.

* Increase the number of visits by the convention and business segment by 50 percent to 6 million.

* Increase the number of international visitors to the destination by 18 percent to 7.3 million.

* Maintain overall hotel-motel occupancies above the national average.

* Increase midweek hotel and motel occupancies.

The plan suggests the agency continue to target the traditional feeder markets: Los Angeles, San Diego, San Francisco, New York, Chicago, Phoenix, Dallas, Houston, Denver, Detroit and Seattle. In addition, the agency intends to target "new" Las Vegas markets with advertising and public relations programs. Those new cities: Minneapolis, Atlanta, St. Louis, Boston, Miami, New Orleans and Indianapolis.

On the international side, the agency hopes to target the existing markets of Canada, Japan, the United Kingdom, Germany, Mexico, France and Belgium. Emerging markets the LVCVA hopes to penetrate in the next three years: Colombia, Argentina, Brazil, Venezuela, Italy, South Korea, Taiwan and China. The development of direct air service is considered a key component in the bid.

The agency's media campaign will be designed to reach both the "traditional Las Vegas customer" to reinforce that what the customer wants is still here as well as new audience. The tagline for the three-year campaign: "Las Vegas: It's anything and everything."

A series of ads with the anything-and-everything label will document the emergence of new retail as well as the availability of top-drawer entertainment.

The retail ad makes reference to M&M's World, FAO Schwarz and the Disney Store with "It's like Fifth Avenue with more neon." The entertainment ad lists headline performers like Wayne Newton, Penn & Teller, LeAnn Rimes, Boyz II Men and the Rolling Stones.

The agency's three-year plan also explains the city should capitalize on special events to put Las Vegas on a worldwide stage. Two major events listed: the arrival of the millenium and the 2002 Winter Olympic Games in Utah.

The report also alludes to several large-venue events centers on drawing boards or under consideration for construction. They include the expansion and renovation of the Thomas & Mack Center and Sam Boyd Stadium, the new Millenium Sports Complex in North Las Vegas and new arena venues at Mandalay Bay, The Mirage and the Rio hotel-casino.

The LVCVA's five-year plan looks even deeper into the crystal ball.

The agency identified eight objectives critical to Las Vegas' long-term success, each requiring a cooperative effort to fly:

* Enhanced customer service by service industry employees.

* Convenience improvements like improved check-in facilities, better ticketing procedures, better pre-dining experiences and better transportation systems.

* New attractions and amenities.

* Air carrier alliances.

* Loyalty programs. Value-added benefits should be increased in existing slot club and computerized direct marketing systems, the report says.

* Inclusive resort packages. Packaging of deals, including transportation, lodging and show offers, will become more important.

* Citywide special events. The LVCVA said it will seek and create events that are unique to the destination. Potential events include big concerts, international holiday festivals, sports championships and food festivals.

* Cooperation among resort, business and government sectors.

The board also heard short-term advertising plans.

The LVCVA staff said that while maintaining a presence in travel trade media, its 1998-99 advertising campaign will be repositioned toward consumer and trade show advertising.

It will cost $27.8 million and include cable TV, radio and billboard ads. It also consists of ads in newspapers in key cities as well as publications like People, Sports Illustrated, TIME, Golf, USA Today and TV Guide.