‘A world away for a day’

Tuesday, Dec. 13, 2005 | 9:13 a.m.

While Las Vegas goes after tourists from around the world, Boulder City is launching a marketing campaign intended to lure Southern Nevada residents.

With the slogan "A world away for a day," the Boulder City Tourism Commission hopes to tempt some of the area's 1.7 million residents who perhaps have not given the city alongside the Hoover Dam a second thought.

"What we are trying to do is create an awareness mainly from Las Vegas residents about the proximity of Boulder City and its many outdoor, cultural and recreational activities," said Greg Corbin, a commission member and manager of the Nevada State Railroad Museum in Boulder City.

"There is a perception that Boulder City is a long way away, but it's closer than a lot of people realize. If they live in Summerlin, they can be here in 45 minutes."

The campaign plans to portray Boulder City as a nearby, half-day, full-day or weekend destination noted for its arts, restaurants and boutiques. The commission wants to highlight the Lake Mead National Recreation Area, downtown shopping, Bootleg Canyon bike trail and various civic events such as Art in the Park and Fourth of July festivals.

The commission also hopes to capitalize on Boulder City's small-town atmosphere in a rapidly growing region.

"We are a totally different concept from Vegas," said Jill Lagan, executive director of the Boulder City Chamber of Commerce. "Our target is the local and repeat customer. We are going after people who want to get away from the fast-paced lifestyle they face on a daily basis."

Although Boulder City gets its share of tourists visiting Hoover Dam and other sites, business leaders worry that the city will have fewer visitors once a planned highway bypass opens in the future. Of the visitors who pass through Boulder City, only 30 percent stop now, officials said.

R&R Partners, the same firm that helped the Las Vegas Convention and Visitors Authority devise the marketing campaign "What happens here, stays here," has worked with Boulder City on developing its slogan, which is depicted on a drawing of Hoover Dam.

Rob Dondero, R&R Partners executive vice president, said that with a large number of new transplants to Las Vegas every month, there are many people who know little about Boulder City or its easy accessibility.

The commission plans to run advertisements in area newspapers and magazines and will consider radio and television ads when it has additional money. The campaign will kick off early next year with $100,000 in funds from the LVCVA and the Boulder City Redevelopment Agency.

Boulder City Councilman Mike Pacini, the tourism commission's chairman, said he hopes his city can emulate Elko's successful marketing campaign to attract people to that community.

Even if the "world away" theme succeeds, Boulder City's slogan likely will not always remain the same, he said.

"I don't know if it is going to work," Pacini said. "We will have to wait a year and see. You try things and they wear out over time and you use something else. We are not bound to anything. Things evolve and you have to keep it fresh."

Brian Wargo can be reached at 259-4011 or at wargo@lasvegassun.com.