Mayor’s gin choice could be toast of the town

Diana Sahagun

Friday, May 17, 2002 | 10:54 a.m.

There could be a lot more Beefeater gin left on store shelves in Las Vegas now that one of the distiller's biggest supporters and consumers, Mayor Oscar Goodman, seems poised to switch loyalties.

After fruitless negotiations with Beefeater to become its corporate pitchman, Goodman said he has a tentative agreement with Larry Ruvo, head of Southern Wine & Spirits, to start drinking -- and endorsing -- Bombay Sapphire in exchange for a cool $100,000.

Goodman said there will be a news conference next week to announce his newfound loyalty to Bombay Sapphire and the $100,000 donation -- half of which will go to the city of Las Vegas to help treat the mentally ill homeless, and half of which will go to the Meadows School, founded by his wife, Carolyn.

The mayor's role as a pitchman has not been defined, but Goodman said he would "do anything that's legal."

A longtime Beefeater man, Goodman had been toying with the idea of becoming a pitchman for the company that makes Beefeater -- Allied Domecq -- but the mayor and the company could not come to terms on the price for his loyalty, which Goodman said should be at least $100,000.

The Bombay Sapphire contract is the latest in a number of promotional gimmicks involving Goodman intended to draw attention -- and revenue -- to the city of Las Vegas. Last month, the Las Vegas 51s announced they would create a Goodman bobblehead doll for use as a giveaway at a game.

Goodman said Ruvo sent him a few bottles of Bombay Sapphire last week. But what may have clinched the deal for the mayor was having a drink named after him this week at the Saloon at Neonopolis called "the Oscar," made of -- what else? -- Bombay Sapphire.

"It's very good," Goodman said of his new favorite gin.

Ted Jelen, a professor of political science at the University of Nevada, Las Vegas, said from an ethical standpoint it's a questionable partnership and one that could create hurdles if the mayor seeks higher office.

"I think it pretty well writes him off as a candidate for a higher office," Jelen said. "It's kind of a joke, and there will be people who will make a moral objection."

Jelen said he objects to public officials endorsing any product, whether it's alcohol, fast food of furniture.

"It creates an appearance of the possibility for impropriety," he said. "Do people have to stock the stuff in order to get a business license or extend their hours? I don't think that would happen, but it creates a possibility that shouldn't be there."

In the long run, Jelen said, Goodman's decision is probably harmless -- and reinforces the carefree image of Las Vegas.

"At least he picked a good brand," Jelen said. "I'd be a little disappointed if he picked Tanqueray."

Ben Contine, a neighborhood activist in the downtown area, said the sponsorship won't hurt the image of Las Vegas and will likely draw national attention to the city.

"I think what the mayor brings to the table is a lot of energy and passion to the city of Las Vegas," Contine said. "With that passion you get a lot of different things that you wouldn't see from most politicians."

However, he noted: "I will still drink Beefeater."