City hopes to cash in on sponsors


The City Council brought to you by Jiffy Lube took a vote sponsored by Cheetos to enter into one of its "They're Gr-r-reat!" contracts to lease out the Las Vegas name to companies.

OK, the city hasn't pawned off any part of itself quite yet.

The City Council did, however, take an initial step on Wednesday toward partnering with companies looking to use the glamorous Las Vegas label.

What could be on the auction block?

Official beverage of Las Vegas, for example.

Naming rights to city buildings.

Or a pet food company might sponsor the city's dog parks.

But let your imagination run wild. This is Las Vegas, which is slightly more high profile than, say, New York's Nassau County, another client of The Active Network, the company awarded the $75,000 contract.

"Everything is on the table," said Don Schulte, a director of the company.

All agreements are subject to approval by the City Council. Public decency will be maintained, promised city officials and the consultants.

Of course, this is a town where the Crazy Girls' thonged glutei regularly adorn the backs of taxicabs, and Mayor Oscar Goodman is already the official spokesman for Bombay Sapphire gin.

So are all suitors welcome?

Schulte and city representatives would not comment when asked if Crazy Horse Too Gentlemen's Club could become the Official Strip Club of Las Vegas.

"We will come up with a laundry list, and it's up to the council to say yes or no," said Esther Carter, a management analyst with Las Vegas.

The first phase of the contract will be identifying what the city's "assets" are. Phase 2 will be coming up with the partnerships and contracts.

Active Network would get 12 percent of the value of any contracts.

The deal does not include naming rights for a potential new arena, though.

Carter and Schulte said it was too early to be estimating how much the city could make.

But contracts with other cities have been worth millions of dollars.

Coca-Cola became the official beverage of the city of Huntington Beach, Calif., in an agreement brokered by Active Network.

The contract was worth $4.5 million over 10 years, with $3 million paid in cash to the city, Schulte said. The rest was paid in in-kind donations.

Besides being the proud official beverage, Coke became the only vending machines on the public beaches, in parks, and in some city facilities.

Stores in Huntington Beach still carry beverage brands other than Coke.

Schulte said the Las Vegas name has great potential for partnerships.

A recent national survey found that Las Vegas was the No. 2 recognizable brand, behind Google, out of 300 people, places and companies.

An irony, though, is that the part of the valley most associated with the Las Vegas name, the Strip, is actually outside city limits in unincorporated Clark County.

There's no word of companies clawing to be the official anything of Clark County.

Here's one suggestion for a savvy business operator, though: Someone must want to be the official bail bondsman of the Clark County Commission.

 

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