52°F
weather icon Clear

Las Vegas will be getting a new slogan

Updated January 17, 2020 - 5:25 pm

What happens here …

Go ahead, fill in the blank.

But if you said, “Stays here,” you would be wrong about Las Vegas’ newest tourism slogan, which will be unveiled during the Grammy Awards broadcast Jan. 26.

Steve Hill, president and CEO of the Las Vegas Convention and Visitors Authority, hinted about the organization’s new branding and how celebrities will fit in during a presentation Friday at the Vegas Chamber’s Preview Las Vegas event at Wynn Las Vegas.

The slogan, it seems, will ride the coattails of 2003’s award-winning “What happens here, stays here” campaign that experts have said was one of the most successful in advertising history.

Hill talked about the city’s past two decades as the “Entertainment Capital of the World” and how Las Vegas is transitioning into the sports and entertainment capital with a new catchphrase.

But he wouldn’t go into specific detail about the new slogan or the 60-second television ad that is expected to be a part of the Grammy show broadcast.

“We think it’ll have literal resonance as well as emotional resonance as ‘What happens here, stays here,’ and that’s why we did the testing because we wanted to know what authentic was,” Hill said in an interview after his presentation.

He explained that the slogan and new ads were tested before groups to gauge reaction.

“We don’t want our brand promise to be aspirational. We want it to be real. We want it to be authentic. We want people to think, ‘Yep, that is exactly how we feel about that,’ and we think it captures that,” Hill said. “When we showed it to a number of different people, including celebrities, it catches with them right away.”

The Review-Journal reported in November that Aerosmith frontman Steven Tyler asked the crowd at one of his shows at Park Theater to shout a reply of “… only happens here” after he said, “What happens here …” leading to speculation that was the new slogan.

The LVCVA and R&R Partners, the Las Vegas advertising company that developed “What happens here, stays here,” wouldn’t confirm the speculation.

Hill also noted that “there’s a theme around the Grammys that makes sense,” but he didn’t elaborate on whether Tyler and Aerosmith are a part of the campaign.

In an interview last month with the Review-Journal, Billy Vassiliadis, CEO of R&R Partners, said “What happens here” is “the more important part of this (current) slogan.”

“What happens here is a unique experience,” he said. “This is the only place that … allows you to fully be yourself, where there aren’t obligations or expectations.”

Contact Richard N. Velotta at rvelotta@reviewjournal.com or 702-477-3893. Follow @RickVelotta on Twitter.

Don't miss the big stories. Like us on Facebook.
Business Videos
Plans for luxury hotel on south Las Vegas Strip - VIDEO
Review-Journal real estate reporter Eli Segall speaks with Renee Summerour about a California developer's plan to help revamp the south Las Vegas Strip. (Renee Summerour/Las Vegas Review-Journal)
Two years until “I Do” - VIDEOY
Las Vegas locals Sam Cruz and Jeff Gaglione discuss their engagement, in their future wedding venue at Emerald at Queensridge in Las Vegas, on Monday, Feb. 3, 2020. (Elizabeth Page Brumley/Las Vegas Review-Journal) @elipagephoto
Chairman, CEO of MGM Resorts Jim Murren stepping down - VIDEO
MGM Resorts International CEO Jim Murren will be stepping down as chairman and CEO. (James Schaeffer / Las Vegas Review-Journal)
Wynn Las Vegas opens new convention center space - VIDEO
On Feb. 10, 2020, Wynn Las Vegas opened its new convention center expansion that more than doubled its sellable space. (Michael Quine/Las Vegas Review-Journal)
Local tattoo shop tattoos MAGIC attendees - VIDEO
Club Tattoo is giving away tattoos to the people who attend the biannual fashion convention throughout its three days at Mandalay Bay Convention Center. (Ellen Schmidt/Las Vegas Review-Journal)
New report shows January home sales jump - VIDEO
Las Vegas’ housing market had another big jump in sales from year-ago levels as prices stayed relatively flat, a new report shows. (James Schaeffer / Las Vegas Review-Journal)
Creed perfume store part of growing Las Vegas Strip luxury retail - VIDEO
Andrea DeCarlo, general manager at Creed at the Forum Shops at Caesars on the Las Vegas Strip, talks about her luxury perfume store Monday, Jan. 27, 2020. (K.M. Cannon/Las Vegas Review-Journal) @KMCannonPhoto
Newest tech gadgets at store in Forum Shops at Caesars - VIDEO
A new store at Forum Shops at Caesars, b8ta, encourages shoppers to play with the hottest tech gadgets. (Elizabeth Brumley/Las Vegas Review-Journal)
Preview Las Vegas 2020 - VIDEO
Steve Hill, president and CEO of the Las Vegas Convention and Visitors Authority, hints at new branding slogan for Las Vegas, which will no longer be “What happens here, stays here.” The new slogan will be unveiled Jan. 26 during the Grammy Awards. (Renee Summerour/Las Vegas Review-Journal)
Boring Company could provide a solution to parking problems - VIDEO
LVCVA President and CEO Steve Hill believes a potential solution for parking problems is the Boring Company’s $52.5 million people-mover -- a system that could eventually be expanded citywide connecting resorts and even McCarran International Airport to the Convention Center.
The Blackstone Group has partnered with MGM Resorts to acquire more properties - VIDEO
A few months after the Blackstone Group bought the Bellagio for more than $4 billion, it has partnered with MGM Resorts on a deal to acquire two other Las Vegas Strip properties. (Michael Quine/Las Vegas Review-Journal)
CES Young Innovator Award winner explains ReDawn - VIDEO
Sofia Ongele explains ReDawn, which uses a Chatbot named Dawn to help users find resources after a sexual assault. (Las Vegas Review-Journal)
CES 2020: MedWand ties for title of Last Gadget Standing - VIDEO
Dr. Samir Qamar of Las Vegas presents MedWand, a medical device that allows physicians to examine patients remotely anywhere in the world, at CES 2020. (Elizabeth Page Brumley /Las Vegas Review-Journal) @elipagephoto
CES Flying Taxis
Bell Nexus EX4 and Hyundai SA-1 flying taxi prototypes from CES 2020. (Mick Akers/Las Vegas Review-Journal)
CES 2020 attendees rides in autonomous BMWs - VIDEO
BMW is pitching its reconfigured i3 Urban Suite, which holds a single passenger on a lounge-style seat, as the possible future of chauffeured rides at CES 2020. (Mick Akers/Las Vegas Review-Journal)
CES 2020: Small appliances unveiled in Las Vegas - VIDEO
The small appliances on show at Sands Expo at CES 2020 in Las Vegas include a Keurig cocktail maker, autonomous cooking system, nitrogen coffee ampules and more. (Heidi Knapp Rinella/Las Vegas Review-Journal)
CES 2020: The scooter that will remind you of Wall-E - VIDEO
Segway unveiled the egg-shaped S-Pod Scooter at CES 2020 that’s a seated version of their original scooter that can reach 24mph. (Rachel Aston/Las Vegas Review-Journal)
CES 2020: Before the floor opens at Sands Expo on Day One - VIDEO
CES 2020 opened its doors at 10 a.m. Tuesday, welcoming more than 170,000 attendees to the annual electronics show. (Elizabeth Brumley/Las Vegas Review-Journal)
CES 2020: A suitcase that follows you, video games to heal you at Pepcom's Digital Experience - VIDEO
Get a glance at Pepcom’s Digital Experience! a showcase of products that will be at this week’s CES convention. (Rachel Aston/Las Vegas Review-Journal)
CES 2020: Impossible Foods Inc. Debuts Impossible Pork - VIDEO
At a pre-CES news conference at Mandalay Bay’s Kumi restaurant Monday night, a company representative announced that the participants were the “first people in the world” to try the new plant-based product, which it provided as samples in the form of Impossible Pork banh mi, char siu buns, dan dan noodles, pork katsu, pork shumai and sweet-sour-and-numbing meatballs.
CES 2020: Impossible Foods debuts Impossible Pork in Las Vegas - VIDEO
Before a packed press conference at Mandalay Bay in Las Vegas, Impossible Foods executives introduced Impossible Pork, its newest product. (Heidi Knapp Rinella/Las Vegas Review-Journal)
CES 2020: The Future of Transportation - VIDEO
Many automotive companies at CES unveil their plans for the future of transportation including safer driverless cars, safety features and a partnership between Uber and Hyundai. (Las Vegas Review-Journal)
CES 2020: What you've missed so far - VIDEO
Catch up on the tech and events presented at CES 2020. (James Schaeffer/Las Vegas Review-Journal)
CES 2020: Samsung debuts 8k TV, MicroLED TV - VIDEO
2020 is set to be a major year for 8k screens, according to Samsung executives. (James Schaeffer/Las Vegas Review-Journal)
Las Vegas resorts welcome dogs to stay
Las Vegas properties are welcoming dogs more than ever. MGM Resorts International announced a new dog-friendly program across all of its Las Vegas properties in December. (K.M. Cannon/Las Vegas Review-Journal) @KMCannonPhoto
Musk 'hopeful' for 2020 completion of underground Las Vegas project - VIDEO
Elon Musk tweeted Friday night that The Boring Company’s underground tunnel project in Las Vegas will be “hopefully fully operational” within the next year. (James Schaeffer / Las Vegas Review-Journal)
World Market Center celebrates topping-off ceremony - VIDEO
Las Vegas elected officials including Councilman Cedric Crear attend topping-off ceremony for the Expo at World Market Center in Las Vegas.
MSG Sphere in Las Vegas will be the largest spherical building in the world - VIDEO
The Madison Square Garden Sphere at The Venetian has now been under construction for about one year and is expected to be completed in 2021. (Michael Quine/Las Vegas Review-Journal)
Aria still thriving after 10 years - VIDEO
The Aria opened on the heels of the Great Recession and managed to survive. It is now known for its art, environmental sustainability and poker. (Rachel Aston/Las Vegas Review-Journal)
Opening ceremony of the first Chick-fil-A restaurant inside a casino
Opening ceremony of the first Chick-fil-A restaurant inside a casino at the Golden Nugget on Monday, Dec. 2, 2019. (Bizuayehu Tesfaye/Las Vegas Review-Journal) @bizutesfaye
THE LATEST