American Express first sponsor of LV’s centennial

Tuesday, Jan. 11, 2005 | 9:43 a.m.

If you are coming to Las Vegas, you don't have to leave your other credit cards at home, but American Express is the only card allowed to market itself in conjunction with the city's yearlong centennial celebration.

The exclusive agreement making American Express the first national sponsor of the city's 100th birthday was announced Monday at the monthly meeting of the Las Vegas Centennial Board of Directors and Celebration Committee.

"This will create a really unique value" for American Express card-holders and merchants, Chris Cowan, vice president of lodging for American Express Establishment Services, told the board. It should bring "new bodies into the market."

After the meeting, Cowan said the sponsorship will allow the company to put together with its merchant clients package deals for customer rooms, shows, restaurants, spas and rounds of golf in association with centennial events.

Bruce Eskowitz, president and chief executive officer for Clear Channel Entertainment, which is partnering with the city to promote the centennial, said it took about six months to finalize the deal with American Express.

Eskowitz declined to say how much American Express paid for the exclusive right to market its credit card in conjunction with the the centennial. He said only that it is a "multimillion-dollar" deal.

Eskowitz said much of the money from American Express will underwrite Clear Channel's entertainment spectacular set for July 2 at a site to be determined. He said that event will feature major -- but as of yet unannounced -- big-name entertainment and is expected to draw more than 75,000-plus people.

"We need the (American Express) money because no city (taxpayer) funds are being used to fund centennial events," Eskowitz said, noting that some of the sponsorship money also is slated to help fund local community events. "It (the July 2 show) will be a very expensive event to produce."

Las Vegas Mayor Oscar Goodman, chairman of the centennial board, said after Monday's meeting at the Desert Pines Golf Course conference room, that "American Express will get the word out (about the centennial). It should broaden the base (of those coming to Las Vegas) from what was anticipated."

Goodman said he does not believe the American Express deal will hurt the potential centennial turnout by forbidding credit card giants Visa, Mastercard and others from tying promotions for their huge customer bases into the 100th anniversary of the May 15 railroad land auction that created the town.

The deal also does not force any merchant to deny Visa, Mastercard or other credit cards in favor of American Express, centennial officials said.

After the meeting, Cowan said the city's "fantastic growth" and the company's longstanding strong presence at resorts, restaurant chains and other local businesses played a role in its decision to become a sponsor.

However, Cowan said, he does not believe the deal will result in the creation of centennial-themed television commercials to attract visitors here. Instead, he said, outdoor advertisement and internet promotions will be aimed at potential centennial visitors who are in "their trip-planning stages."

The next meeting of the centennial board is scheduled for Feb. 14 at 2 p.m. at Cashman Center.