Columnist Jeff German: Vegas ad blitz also lures its share of riffraff

Friday, May 13, 2005 | 6:05 a.m.

Jeff German's column appears Tuesdays, Wednesdays, Fridays and Sundays in the Sun. Reach him at german@lasvegassun.com or (702) 259-4067.

WEEKEND EDITION

May 14 - 15, 2005

In their desire to market Las Vegas as efficiently as possible, tourism officials told us last week that they're starting to zero in on specific upscale groups of travelers.

It's called "smart targeting" in advertising circles.

High-powered R & R Partners, which is paid handsomely by the Las Vegas Convention and Visitors Authority to promote the city, reported that it has identified five such groups. Some serious demographic research went into this effort, which is designed to ensure that Las Vegas stays in business for another 100 years.

The first group R & R calls the "Cultured Pearl," the independent, self-made woman who enjoys the entire Las Vegas gambling experience. Next is the "Admiral's Club," dominated by seasoned male travelers who will go anywhere to gamble. Their female counterparts are what R & R calls the "Fashionistas," the "flashy" types who never turn down a chance to have a good time.

"Jack and Diane" is the group identified as the middle Americans who prefer gambling close to home, but who also will come here if enticed. And then there's "Mr. Saturday Night," the "high-energy thrill-seeker" who reads Playboy and Sports Illustrated and loves to watch "Fear Factor." This guy is tailor-made for Las Vegas.

R & R has unleashed its edgy "Vegas Stories" campaign on these well-educated and well-off travelers to bolster our tourism coffers.

But they aren't the only ones attracted to Sin City.

There are plenty of other groups of lesser status that didn't make the advertising giant's list. These are the groups that end up costing us money.

Let's call it "reality targeting."

This list, admittedly, was put together without the benefit of R & R's sophisticated research. It's the result of my personal observations and discussions over the years with an assortment of characters -- including bartenders, cabbies, social workers, cops, bag ladies, parking valets and even a few bad guys.

For the enlightenment of our marketing mavens:

The people in these groups aren't likely to star in a slick R & R advertisement promoting the city.

But they are the real "Vegas Stories."