Columnist Jeff German: In legal battle with LVCVA, Tovar shows she has drive

Friday, Oct. 14, 2005 | 7:52 a.m.

Ever the competitive entrepreneur, Dorothy Tovar can't resist needling her archenemy, the Las Vegas Convention and Visitors Authority.

She's sponsoring a car on the LVCVA's home turf during the Bullring races at the Las Vegas Motor Speedway later this month.

This would be the "What happens in Vegas, stays in Vegas" car.

If you don't know by now, Tovar is the California woman who has beaten the LVCVA to the punch in selling merchandise exploiting its popular Las Vegas marketing campaign based on the slogan, "What happens here, stays here."

Tovar's business prowess has prompted the LVCVA and its high-powered advertising agency, R&R Partners, to file a lawsuit against her, claiming she's infringing on their trademark rights.

Despite the suit, Tovar continues to sell T-shirts, tank tops and a line of risque clothing in Las Vegas under the "What happens in Vegas, stays in Vegas" logo.

Although some hotels have stopped selling her clothes, she says, she's still turning a profit.

Tovar also tells me she has a federally registered trademark for her slogan (something the LVCVA and R&R Partners don't have for theirs) and is committed to the legal fight.

"We're going to see this all the way to the end," she says.

Her spirits are high enough to allow her to have some fun with the LVCVA at the racetrack.

She says the car she's sponsoring is being driven by a friend, Larry Miersch.

"What happens in Vegas, stays in Vegas" will be painted in large bold lettering on both sides of the car, and Miersch and his pit crew will be sporting T-shirts bearing the logo.

Tovar says she also may hire models to wear "What happens in Vegas, stays in Vegas" tank tops, too.

This is what you call moxie.

Instead of fighting each other, maybe the LVCVA and Tovar ought to be joining forces.

* * *

The Binion family, known most for its infighting, has been wheeling and dealing with each other again.

For $3 million Becky Behnen recently acquired sole possession of the home she and her brothers and sisters grew up in during the heyday of their legendary father, Horseshoe Club founder Benny Binion.

Behnen, you'll recall, bought out the interests of her family members in the Horseshoe in 1998, about a decade after the death of the Binion patriarch, primarily, as she put it, to keep his spirit alive in the downtown casino.

She sold the casino to Harrah's in 2004 after it became a losing venture.

This time, Behnen paid $1 million each to her brother Jack Binion, sister Brenda Michael and the estate of her late brother, Ted Binion, for their shares of the family home.

Behnen, the youngest of the Binion children, says she was only 2 years old in 1947 when her father moved the family into the 4,016-square-foot house on West Bonanza Road. The family lived there until 1974.

Behnen says she doesn't know what she wants to do with the eight-acre property, but it has potential to be a good investment in the local condominium craze. The property, not far from downtown Las Vegas, has nearby access to both Interstate 15 and U.S. 95.

Whatever she does, Behnen's sentimental side is bound to surface.

She says she's already had preliminary talks with UNLV about preserving the home as a historical site, even if it has to be moved somewhere else.

"I have nothing but wonderful memories in that house," she explains.

To Behnen it's still a matter of keeping alive the spirit of Benny Binion.