New .vegas domain could transform online marketing

Expect a mad dash for some new real estate starting Monday.

But this “land rush” has nothing to do with Southern Nevada’s hot housing market. It’s a virtual homesteading opportunity on the Internet, where the top-level domain .vegas will debut.

For consumers, .vegas will mean easier website searches and more certainty about whom they’re dealing with online, say executives of Dot Vegas, the local company that has the exclusive rights to lease .vegas domain names. For companies, it will offer highly targeted marketing. And for the city itself, the new domain will reap priceless free branding, as well as a cut of the revenue.

“This is at the forefront of a wave that will bring a major shift in the way we use addresses on the Internet,” said Jim Trevino, who, with his son, Dusty Trevino, opened Dot Vegas seven years ago. “The Internet will become more localized, more specific and less generic.”

Outside observers agree the new domain is a big deal.

“You’re not just getting a new domain name, you’re getting a critical part of the Internet’s infrastructure,” said Jothan Frakes, a Seattle-based domain consultant and co-founder of NamesCon, an annual local conference on domain names.

Added Jennifer Wolfe, president of Ohio-based Internet-branding strategy firm Wolfe Domains: “Las Vegas has definitely put itself out there as a premier city with visionary thinking about the digital world, and how it integrates with the business community and people who visit.”

Mike McLaughlin of website registrar Go Daddy called the unveiling “one of the premier launches of 2014” and said executives are “very bullish” on .vegas.

To understand what .vegas means for you, start with some background.

From the invention of the Internet through today, there have been only 23 top-level domains, which are the tags that come after the final “dot.” Think .com, .edu or .gov.

In 2008, the Internet Corporation for Assigned Names and Numbers, a nonprofit that runs the Web’s domain-name system, decided to allow more top-level domains, which are just now reaching the market.

In coming years, 1,400 new top-level domains will hit the Web, with .vegas the 248th to come online. Other top-level domains in place or on the way include Amazon’s .zappos and .book, and Google’s .mom and .free. The point? More control, more security and more data points, Wolfe said.

The domains could revolutionize both corporate marketing and consumer browsing, giving businesses more channels to reach customers interested specifically in Las Vegas-related experiences: tours.vegas, nightclubs.vegas or pizza.vegas.

For consumers, there will be more certainty that they are doing business with a local company, Frakes said.

Frakes already has launched namescon.vegas, for his trade show, which he expects to draw about 1,000 people in January.

The rollout of .vegas will happen in three stages.

Stage 1, trademark sunrise, runs from Monday through July 31 and is reserved for companies with registered trademarks — Caesars Entertainment’s Caesars Palace brand or MGM Resorts International’s Bellagio nameplate for example.

Local big businesses don’t seem ready to jump on the .vegas train, though. Caesars Entertainment didn’t respond to an e-mail seeking comment, and an MGM Resorts International spokeswoman said she was unaware of the launch.

Stage 2, land rush, runs Aug. 15 through Sept. 15 and is for people or businesses wanting first dibs on domain names. It costs extra — an application fee of at least $110, on top of the usual $40 to $60 annual lease. But for enterprising small businesses, that’s where opportunities are the biggest, Dusty Trevino said. The contractor who can reserve plumbing.vegas, for example, wins an edge on Web-based referrals.

Stage 3, general availability, opens Sept. 15. The only cost is the the annual lease fee, but options might be limited because early adopters will have snapped up the best names.

New top-level domains can present pitfalls for businesses. They will have to buy more website names to protect their brand and might face higher costs to monitor their Web presence and pursue legal action to protect their trademark, Wolfe said.

Still, industry experts said they expect .vegas to be popular among small businesses needing free Web marketing, as well as individual speculators looking to scoop up a domain that could be worth a fortune in a few years.

And this is where the Vegas brand — which is about as well-known as Coca-Cola and Google — could boost the .vegas launch. Frakes said .vegas has long been in the top 10 in polls of domain names consumers say they would most like to see.

Go Daddy’s McLaughlin said it’s hard to predict demand, but the 2-month-old .berlin is already the third-most popular of the new top-level domains, with more than 48,000 registrations.

Something else distinguishes .vegas: It’s one of just four U.S. city domains to come, and the only one out West. The others are .nyc, .miami and .boston.

Las Vegas will reap financial rewards from that pioneer status. Dot Vegas will share 10 percent of all .vegas registration revenue with the city of Las Vegas, or nearly $4 on a $39.95 domain fee.

The city’s Office of Economic and Urban Development will use the money to attend trade shows and recruit new businesses to the region.

Director Bill Arent estimates .vegas will yield $250,000 in fiscal 2015 for the agency, which has an annual budget of about $970,000. With .vegas money, the office can rely less on the city’s general fund.

To help protect the city’s image, Dot Vegas has worked with registrars to spike about 300 nettlesome names, so forget about porn.vegas, or pedophile.vegas. Nor will you be able to register domains with “the four words you’re never supposed to utter,” Dusty Trevino said.

Mayor.vegas and city.vegas also were taken off the table to prevent nefarious use.

Beyond all of the corporate image-building and public-revenue windfalls, .vegas will bring priceless publicity to a city that already has mastered the art of leveraged media, Jim Trevino said.

“This will drive the brand into every home, into every computer in the world that has Internet access 24 hours a day, every day of the week. Every time .vegas pops up, it reinforces the Vegas brand and allows us to permeate every nook and cranny in the world. It’s dynamic, real and pervasive. No amount of money can buy this kind of outreach.”

Contact reporter Jennifer Robison at jrobison@reviewjournal.com. Follow @J_Robison1 on Twitter.

ad-high_impact_4
News
Officer-involved shooting in Nye County
The Nye County Sheriff's Office gives information about a shooting in Pahrump on Thursday night after a man began firing shots outside of his home. (Nye County Sheriff's Office)
Law Enforcement Active Shooter Training Exercise
Multiple Las Vegas Valley law enforcement agencies held an active shooter drill at the Department of Public Safety’s Parole and Probation office on December 6, 2018. Officials set up the training exercise to include multiple active shooters, a barricaded suspect and multiple casualties. (Katelyn Newberg/ Las Vegas Review-Journal)
Public memorial service for Jerry Herbst
Archiving effort hits milestone at Clark County Museum
The Clark County Museum catalogs the final item from the bulk of Route 91 Harvest festival artifacts. (John Przybys/Las Vegas Review-Journal)
Pearl Harbor survivor Edward Hall talks about his memories of Dec. 7, 1941
U.S. Army Corps Edward Hall, a 95-year-old survivor of Pearl Harbor talks about his memories of that horrific day. Bizuayehu Tesfaye/Las Vegas Review-Journal @bizutesfaye
Final Route 91 Harvest festival remembrance objects catalogued at Clark County Museum
The last of the more than 17,000 items left at the makeshift memorial near the Las Vegas sign after the Oct. 1 shootings have been catalogued at the Clark County Museum in Las Vegas. The final item was a black-and-white bumper sticker bearing "#VEGASSTRONG. An additional 200 items currently on display at the museum will be catalogued when the exhibit comes down. (K.M. Cannon Las Vegas Review-Journal)
Dozier execution timeline
Scott Dozier was set to be executed July 11, 2018, at the Ely State Prison. Judge Elizabeth Gonzalez delayed the execution.
Grand Jury Indicts Constable for theft
A Clark County grand jury indicted Henderson Constable Earl Mitchell. A Las Vegas Review-Journal investigation prompted the criminal probe. The newspaper found Mitchell wrote himself thousands in checks, took out cash at ATMs and traveled on county funds. He faces four felony counts of theft and a county of public misconduct. Mitchell and his attorney could not be reached for comment.
93-year-old WWII veteran arrested during visit to VA hospital
Dr. S. Jay Hazan, 93, a World War II veteran, talks about his arrest during his visit to VA hospital on Friday, Nov. 30. (Erik Verduzco Las Vegas Review-Journal @Erik_Verduzco_
Pearl Harbor survivor struggles in her senior years
Winifred Kamen, 77, survived the attack on Pearl Harbor as an infant, works a 100 percent commission telemarketing job to make ends meet. (K.M. Cannon Las Vegas Review-Journal)
Las Vegas Metropolitan Briefing 18th street gang
Las Vegas Metropolitan briefs the media on the recent arrests made regarding the 18th street gang.
Man shot in Las Vegas traffic stop had knife, police say
Police said the man fatally shot by an officer during a traffic stop in downtown Las Vegas had a “homemade knife.” Demontry Floytra Boyd, 43, died Saturday at University Medical Center from multiple gunshot wounds after officer Paul Bruning, 48, shot him during a traffic stop. Bruning pulled Boyd over on suspicion of driving recklessly at 7:41 a.m. near Sunrise Avenue and 18th Street.
Catahoula dogs rescued from home in Moapa Valley
Catahoula dogs were brought to The Animal Foundation after being rescued from home in Moapa Valley.
Intuitive Forager Kerry Clasby talks about losses in California wildfire
Intuitive Forager Kerry Clasby talks about losses she suffered in California's Woolsey Fire in Malibu in November. (Al Mancini/Las Vegas Review-Journal)
Benefit dinner for Kerry Clasby, the Intuitive Forager
Sonia El-Nawal of Rooster Boy Cafe in Las Vegas talks about having a benefit for Kerry Clasby, known as the Intuitive Forager, who suffered losses on her farm in California’s Woolsey Fire in Malibu. (Al Mancini/Las Vegas Review-Journal)
Former President George H.W. Bush dies at 94
Former President George H.W. Bush has died at the age of 94. He died Friday night in Houston, about eight months after the death of his wife, Barbara.
Las Vegans Celebrate Big Snowfall
Las Vegans celebrate big snowfall at Lee Canyon.
Exploring old mines for denim jeans and other vintage items
Caden Gould of Genoa, Nev. talks about his experiences looking for vintage denim jeans and other items in old mines and other places areas across Nevada and the west.
Officers share photo of dead gunman after Las Vegas shooting
A little over an hour after SWAT officers entered Stephen Paddock's suite at Mandalay Bay, Las Vegas police officers far from the scene were already sharing cell phone photos of the dead Oct. 1 gunman.
Frontier jet safely returns to Las Vegas after losing engine piece
Frontier jet safely returns to Las Vegas after losing engine piece. (@FlightAlerts_)
Park Service plans ahead for lower lake levels
National Park Service releases new plans to maintain access to the water as Lake Mead continues to shrink.
Women claim abuse at Florence McClure Women's Correctional Facility
Current and ex-inmates, including Merry West, are suing Florence McClure Women’s Correctional Facility, claiming abuse and inadequate medical care. (Rachel Aston/Las Vegas Review-Journal) @rookie__rae
Butte County Sheriff's Office Body Cam Footage
Bodycam video from Butte County (Calif.) Sheriff's Office Deputy Aaron Parmley, who was in Paradise November 8 helping with evacuations. (Butte County Sheriff's Office)
NDOT construction blasting along State Route 106
NDOT construction blasting along State Route 160, near Mt. Potosi Road, in Clark County as part of a $59 million, 6-mile-long highway widening project that began this summer. (Nevada Department of Transportation)
Car crashes into Papa Murphy's Pizza shop
A driver crashed a car into a western Las Vegas Valley pizza shop on Tuesday morning, police said. (Joe Stanhibel/Special to Las Vegas Review-Journal)
Low-lake-level pumping station nears completion
Barnard Construction and the Southern Nevada Water Authority give one last tour before the new low-lake-level pumping station is activated.
Trailer: Valley of Fires
Sultan’s Playroom from Make-A-Wish Southern Nevada
Make-A-Wish Southern Nevada’s Scott Rosenzweig talks about granting Sultan Bouras Souissi’s wish, and what went into building it. (John Hornberg/Las Vegas Review-Journal)
Jim Marsh brings historic replica of rural church to Amargosa Valley
Jim Marsh talks during the opening of the Chapel at Longstreet, a replica of an 1874 Catholic church built in the mining town of Belmont, Nev., at Marsh's Longstreet Casino in Amargosa Valley, Nev. Chase Stevens/ Las Vegas Review-Journal
Las Vegas Livestock recycling Strip food waste
Las Vegas Livestock collects and recycles food from many Las Vegas Strip companies. (Nicole Raz/Las Vegas Review-Journal)
Local
The Mob Museum
Saddle bronc rider Joey Sonnier earns spot at NFR after overcoming years of drug addiction
Joey Sonnier started saddle bronc riding at 18, but at 20 he began using methamphetamine to cope with the work of the rodeos and became addicted. At 39, after years of addiction and a low point that pushed him to rehab, he's qualified for the National Finals Rodeo. (Rachel Aston/Las Vegas Review-Journal)
Core Arena opens at the Plaza downtown in time for NFR
Core Arena, downtown's first permanent outdoor equestrian center, opens to the public at the Plaza. The arena will be used for events throughout the year, including the 10-day 2018 Wrangler National Finals Rodeo at the Thomas
MountainView Hospital celebrates the opening of the new Sunrise Health GME Simulation Center.
MountainView Hospital celebrates the opening of the new Sunrise Health GME Simulation Center. (Bizuayehu Tesfaye/Las Vegas Review-Journal) @bizutesfaye
NFR Preps Livestock for the Limelight
NFR’s Jed Pugsley discusses the care that goes into preparing the rodeo’s livestock for Las Vegas’ big event.
Grand Menorah lighting begins Hanukkah
Rabbi Shea Harlig led the ceremonial lighting of the menorah to begin Hanukkah at the Fremont Street Experience. There were also performances by the Desert Torah Academy's choir and the Dancing Dreidels. (Rachel Aston/Las Vegas Review-Journal)
Perla Gumm has spent the past few years collecting toys for kids for the LV Rescue Mission
Perla Gumm has spent the past few years collecting toys for kids for the LV Rescue Mission. It's something she started even before the rescue mission was her beneficiary; she just felt a need to collect toys and teamed up with them later. Bizuayehu Tesfaye/Las Vegas Review-Journal @bizutesfaye
Marvin Menzies on Cincinnati
UNLV basketball coach Marvin Menzies talks about Cincinnati and his own program. Video by Mark Anderson/Las Vegas Review-Journal
Tony Sanchez wraps up the UNLV season
UNLV football coach Tony Sanchez wraps up the season. Video by Mark Anderson/Las Vegas Review-Journal
Tony Sanchez wraps up the UNLV season
UNLV football coach Tony Sanchez wraps up the season. Video by Mark Anderson/Las Vegas Review-Journal
Joey Logano talks about Champions Week in Las Vegas
NASCAR champion Joey Logano talks about the future of Champion's Week in Las Vegas, Nevada, on Nov. 28, 2018. (Ron Kantowski/Las Vegas Review-Journal)
Rain hits Las Vegas Valley
Widespread rain hit the Las Vegas Valley on Thursday, Nov. 29, 2018. (Rachel Aston/Las Vegas Review-Journal)
Las Vegas Valley Hit with Rain, Clouds
Rain and clouds hit the Las Vegas Valley on Thursday afternoon.
Ducks have Lorenzi Park to themselves
Thursday’s rain kept people inside, leaving Lorenzi Park to the ducks.
Kyle Busch Reflects On Disappointing End To Nascar Season
Kyle Busch reflects on disappointing end to his 2018 season during NASCAR Champion's Week in Las Vegas, Nevada, on November 28, 2018. (Ron Kantowski/Las Vegas Review-Journal)
The Animal Foundation's Lost & Found offers community options for lost pets
The Lost & Found at The Animal Foundation allows members of the community to turn in lost pets or retrieve them. They recently started using the Finding Rover app that uses facial recognition to find and report lost pets.
The National Atomic Testing Museum is a Blast
Brookman Elementary School sets world record
All 776 students at Brookman Elementary School helped set a world record by connecting a chain of pipe cleaners that measured more than 11 miles. Student got 10 pipe cleaners for every book they read. (K.M. Cannon/Las Vegas Review-Journal)
UNLV’s football players painted the Fremont Cannon red in celebration to their victory against Reno.
UNLV’s football players painted the Fremont Cannon red outside of the Student Union in celebration to their victory against in-state rival the University of Reno. Bizuayehu Tesfaye/Las Vegas Review-Journal @bizutesfaye
Barn Buddies Rescue
Barn Buddies Rescue is a non-profit dedicated to the rescue of abused, neglected or abandoned farm animals.
R-J's Mark Anderson on UNLV's victory
Review-Journal sports reporter Mark Anderson recaps UNLV's victory over Southern Utah. Video by Mark Anderson/Las Vegas Review-Journal
Marvin Menzies on beating Southern Utah
UNLV basketball coach Marvin Menzies talks about the victory over Southern Utah. Video by Mark Anderson/Las Vegas Review-Journal
Michigan State talks Las Vegas Invitational win
The Spartans defeated Texas 78-68 at Orleans Arena on Friday.
Three Square’s Maurice Johnson Talks About Food Waste
Three Square’s director of operations Maurice Johnson talks about food waste. (Ben Hager/Las Vegas Review-Journal)
Armani Rogers on his return to playing
UNLV quarterback Armani Rogers talks about being back on the field. Video by Mark Anderson/Las Vegas Review-Journal
Black Friday at Fry's
Shoppers line up for deals early on Black Friday at Fry's Electronics on Las Vegas Boulevard South. (Mat Luschek/Las Vegas Review-Journal)
Menzies on state of UNLV's team
UNLV basketball coach Marvin Menzies talks about where his team stands after four games. Video by Mark Anderson/Las Vegas Review-Journal
Tony Sanchez on possibly changing the UNR date
UNLV football coach Tony Sanchez talks about the idea of changing the UNR date to Nevada Day. Video by Mark Anderson/Las Vegas Review-Journal
Women’s shelter gets $1.5 million dollar renovation
The Shade Tree, which offers food, shelter, facilities and services to women, gets a $1.5 million dollar renovation.
UNLV's Drew Tejchman on playing safety
UNLV wide receiver Drew Tejchman talks about also playing safety. Video by Mark Anderson/Las Vegas Review-Journal
Hailey Dawson Day
TOP NEWS
News Headlines
ad-infeed_1
ads_infeed_2
Local Spotlight
Add Event
Home Front Page Footer Listing
Circular
You May Like

You May Like