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.

News
Nature Conservancy Ranch
The Nature Conservancy just bought the 900-acre 7J Ranch at the headwaters of the Amargosa River, north of Beatty. The property could become a research station, though ranching will continue.
Swift water rescue at Durango Wash in Las Vegas
On Thursday, February 14, 2019, at approximately 8:42 a.m., the Clark County Fire Department responded to a report of a swift water incident where people were trapped in the Durango wash which is located near 8771 Halcon Ave. Personnel found one person who was trapped in the flood channel. The individual was transported to the hospital in stable condition. Video by Clark County Fire & Rescue.
Flooding at E Cheyenne in N. Las Vegas Blvd.
Quick Weather Around the Strip
Rain hits Las Vegas, but that doesn't stop people from heading out to the Strip. (Mat Luschek/Review-Journal)
Aaron Semas, professional bull rider, talks about his traumatic brain injuries
Aaron Semas, professional bull rider, talks about his traumatic brain injuries. The Cleveland Clinic will begin researching the brains of retired bull riders to understand the impact traumatic brain injuries have on cognition. (Bizuayehu Tesfaye/ Las Vegas Review-Journal) @bizutesfaye
Matt Stutzman shoots arrows with his feet
Matt Stutzman who was born without arms shoots arrows with his feet and hits the bullseye with remarkable accuracy. (Bizuayehu Tesfaye/Las Vegas Review-Journal) @bizutesfaye
Secretary of Air Force Emphasizes the Importance of Nellis AFB
US Secretary of the Air Force Heather Wilson visited Nellis Air Force Base during Red Flag training and described how important the base is to the military.
Former Northwest Academy student speaks out
Tanner Reynolds, 13, with his mother Angela McDonald, speaks out on his experience as a former student of Northwest Academy in Amargosa Valley, which includes abuse by staff member Caleb Michael Hill. Hill, 29, was arrested Jan. 29 by the Nye County Sheriff’s Office on suspicion of child abuse.
Former Northwest Academy students speak out
Tristan Groom, 15, and his brother Jade Gaastra, 23, speak out on their experiences as former students of Northwest Academy in Amargosa Valley, which includes abuse by staff and excessive medication.
Disruption At Metro PD OIS Presser
A man claiming to be part of the press refused to leave a press conference at Metro police headquarters, Wednesday January 30, 2019. Officers were forced to physically remove the man. (Mat Luschek/Review-Journal)
Clients at Las Vegas’ Homeless Courtyard talk about their experience
Clients at Las Vegas’ Homeless Courtyard talk about their experience after the city began operating around the clock. (Bizuayehu Tesfaye/Las Vegas Review-Journal) @bizutesfaye
Las Vegas parts ways with operator of homeless courtyard
Jocelyn Bluitt-Fisher discusses the transition between operators of the homeless courtyard in Las Vegas, Thursday Jan. 24, 2019.(Caroline Brehman/Las Vegas Review-Journal)
Las Vegas police and Raiders partner with SafeNest
Las Vegas police and the Raiders partner with SafeNest on Project Safe 417 (the police code for domestic violence is 417). The program partners trained SafeNest volunteer advocates with Metropolitan Police Department officers dispatched to domestic violence calls, allowing advocates to provide immediate crisis advocacy to victims at the scene of those calls. (K.M. Cannon/Las Vegas Review-Journal) @KMCannonPhoto
North Las Vegas police chief discusses officer-involved shooting
North Las Vegas police chief Pamela Ojeda held a press conference Thursday, Jan. 24, regarding an officer-involved shooting that took place on Jan. 21. The incident resulted in the killing of suspect Horacio Ruiz-Rodriguez. (Mat Luschek/Las Vegas Review-Journal)
Volunteers gather for annual Clark County homeless count
Volunteers gather for the annual Southern Nevada Homeless Census, Tuesday, Jan. 22, 2019. (Chase Stevens/Las Vegas Review-Journal)
Who can understand hospital price lists?
Lists of costs for procedures, drugs and devices are now posted the websites of hospitals to comply with a new federal rule designed to provide additional consumer transparency. Good luck figuring out what they mean.
People in Mesquite deal with a massive power outage
People in Mesquite respond to a major power outage in the area on Monday, Jan. 21, 2019. (Mat Luschek/Las Vegas Review-Journal)
Group helping stranded motorists during power outage
A group of Good Samaritans are offering free gas to people in need at the Glendale AM/PM, during a massive power outage near Mesquite on Monday, Jan. 21, 2019. (Mat Luschek/Las Vegas Review-Journal)
U.S. Sen. Jacky Rosen falls at Las Vegas parade
U.S. Sen. Jacky Rosen of Nevada fell and injured her wrist at the Martin Luther King Day parade in Las Vegas on Monday, Jan. 21, 2019. (Nathan Asselin/Las Vegas Review-Journal)
Local astronomers host super blood wolf moon viewing
The Las Vegas Astronomical Society paired with the College of Southern Nevada to host a lunar eclipse viewing Sunday night. Known as the super blood wolf moon, the astronomical event won't occur for another 18 years. (Rachel Aston/Las Vegas Review-Journal) @rookie__rae
Tate Elementary shows academic progress after categorical funding
Students at Tate Elementary in Las Vegas has benefited from a program to boost education funding in targeted student populations, known as categorical funding. One program called Zoom helps students who have fallen below grade level in reading. (K.M. Cannon/Las Vegas Review-Journal) @KMCannonPhoto
The third annual Women’s March in Las Vegas
The third annual Women’s March in Las Vegas. (Bizuayehu Tesfaye/Las Vegas Review-Journal) @btesfaye
First former felon to work for Nevada Department of Corrections
After his father died, Michael Russell struggled for years with drug addiction. When he finally decided to change for good, he got sober and worked for years to help others. Now he is the first former felon to be hired by the Nevada Department of Corrections. (Rachel Aston/Las Vegas Review-Journal) @rookie__rae
Three Square helps TSA workers
Three Square Food Bank donated over 400 care bags to TSA workers affected by the government shutdown Wednesday, filled with food, personal hygiene products and water.
Las Vegas furniture store donates to Clark County firehouses
Walker Furniture donated new mattresses to all 30 Clark County firehouses in the Las Vegas Valley, starting today with Station 22. (Mat Luschek/Las Vegas Review-Journal)
Mount Charleston Gets Heavy Snow, Fog
Mount Charleston saw heavy snow today, and fog in lower elevations as a cold front swept across the Las Vegas Valley. (Benjamin Hager/Las Vegas Review-Journal)
Krystal Whipple arrested in Arizona
Krystal Whipple, charged in the killing of a Las Vegas nail salon manager over a $35 manicure, is expected to return to Nevada to face a murder charge.
Holocaust survivor on acceptance
Holocaust survivor Celina Karp Biniaz, who was the youngest person on Schindler’s List, talks about the most important message for people to understand from her life and experiences.
Holocaust survivor speaks about telling her story
Holocaust survivor Celina Karp Biniaz, who was the youngest person on Schindler’s List, tells of opening up about her experiences during Sunday’s event at Temple Sinai.
Jesus Jara State of the Schools address
Clark County School District Superintendent Jesus Jara delivers his State of the Schools address on Friday, Jan. 11, 2019. (Amelia Pak-Harvey/Las Vegas Review-Journal)
Local
Valentine's Day Brings Wet Weather To Las Vegas
Parts of the Las Vegas Valley received more than an inch of rain by 1 p.m. Thursday, triggering numerous vehicle accidents, sparking flooding and prompting at least two swift-water rescues in flood channels. (Mat Luschek/Review-Journal)
Artist sends love from the Welcome to Fabulous Las Vegas sign
Artist Chris O'Rourke has a giant heart mounted in the back of pickup positioned for photos at the Welcome to Fabulous Las Vegas sign on the Las Vegas Strip on Valentine's Day 2019. (Mat Luschek/Las Vegas Review-Journal)
Rain doesn't dampen weddings on Valentine's Day
Charolette Richards, owner of A Little White Wedding Chapel who has been performing weddings for 60 years, started Valentine’s Day 2019 by performing a wdding for Las Vegas couple David and Elaine Cook at the chapel’s Tunnel of Love drive-thru. Richards has over 100 weddings booked for Valentine’s Day. (Michael Quine/Las Vegas Review-Journal)
Swift-water rescue in Las Vegas
The Clark County Fire Department rescued one person from the flooded Durango Wash in Las Vegas on Thursday, Feb. 14, 2019. (Mat Luschek/Review-Journal)
It is a rainy Valentine's Day in Las Vegas - Video
These scenes come from the Las Vegas Stadium LiveCam (Las Vegas Review-Journal)
Rainy and soggy on Valentine's Day
Valentine's Day across the Las Vegas Valley will be soggy and wet. A flood advisory has been issued for Clark County. (Bizuayehu Tesfaye/Las Vegas Review-Journal) @bizutesfaye
Early morning rainfall in Las Vegas
The Las Vegas valley was hit with rainfall early Thursday morning. (Mat Luschek/Las Vegas Review-Journal)
Janelle Veith, Quest Academy principal, talks about her school success
Janelle Veith, Quest Academy principal, talks about her school success. (Bizuayehu Tesfaye/Las Vegas Review-Journal) @bizutesfaye
Learning how to create your own comic book
Jean Munson talks about the class she teaches at the Maximum Comics in Henderson on creating and publishing your own comic book.
Top Ladies of Distinction unveils second Las Vegas chapter
Officers Clair Hart and Rose Coker discuss the service organization’s work and mission.
The Animal Foundation Opens New Wing
On Tuesday, The Animal Foundation opened the doors to its new Engelstad Foundation Adoption center. (Mat Luschek/Review-Journal)
North Las Vegas firefighter skates from ice to fire
Darcy Loewen, a former pro hockey player, finds a new career as a North Las Vegas firefighter. (John Przybys/Las Vegas Review-Journal)
Carnival AirShip floats over Las Vegas
Carnival Cruise flew a blimp over the LAs Vegas Valley on Thursday in a promotion for its new Carnival Panorama ship. (Mat luschek/Review-Journal)
Pedestrian dies after crash at Decatur and Alta
Las Vegas police investigate a fatal crash that killed a pedestrian at Decatur Boulevard and Alta Driver about 6 a.m. Thursday, Feb. 7, 2019. (Jessica Terrones/Las Vegas Review-Journal)
Star Wars Cosplayers Visit Sick Kids At Sunrise Hospital & Medical Center
Members of Coruscant Base, a Star Wars cosplay group, visit kids at Sunrise Hospital & Medical Center. (Mat Luschek/Review-Journal)
Hail and wet snow in Las Vegas
The western edges of Las Vegas saw some hail and wet snow on Tuesday, Feb. 5, 2019. (Bizuayehu Tesfaye/Las Vegas Review-Journal) @bizutesfaye
Developer Jim Rhodes lists his mansion for $30 million
Jim Rhodes, a developer, has listed his mansion in Spanish Hills community for $30 million. The mansion is situated on 2 acres of land and features 19,345 square feet of living space. (Bizuayehu Tesfaye/Las Vegas Review-Journal) @bizutesfaye
Court ruling brings hope to local Vietnam veteran
Blue Water Navy Veteran Michael Yates talks about possible medical benefits he could receive after a federal court ruling this week. Yates claims he was exposed to Agent Orange and attributes that to his health problems, which include cancer.
Las Vegas charter school excels in areas of greatest need
Mater Academy Mountain Vista charter school students excel despite the fact that half the students are English language learners and all qualify for free or reduced-price lunches. (K.M. Cannon/Las Vegas Review-Journal) @KMCannonPhoto
37th Annual Dr. Martin Luther King, Jr. Parade in downtown Las Vegas
The 37th Annual Dr. Martin Luther King, Jr. Parade, themed "Living the Dream: One People, One Nation, One Dream," took place in downtown Las Vegas Monday, Jan. 21, 2019. (K.M. Cannon/Las Vegas Review-Journal)
People in Mesquite deal with a massive power outage
People in Mesquite respond to a major power outage in the area on Monday, Jan. 21, 2019. (Mat Luschek/Las Vegas Review-Journal)
New MLK freeway onramps
How to navigate the trio of new freeway onramps from Martin Luther King Boulevard. (Mick Akers/Las Vegas Review-Journal)
Campus Village next to UNLV gets demolished
Demolition of Campus Village shopping center, on Maryland Parkway across from UNLV, begins to make way for new development.
Extreme weather closes Scenic Loop in Red Rock Canyon
High winds and flooding closed the Scenic Loop in Red Rock Canyon National Conservation area Thursday. Minor flooding across Highway 159 caused drivers to slow, but didn't close the road. (K.M. Cannon/Las Vegas Review-Journal) @KMCannonPhoto
Learning live-saving techniques in Stop the Bleed class
Leslie Shaffer, an AMR paramedic, shows how to control bleeding during a Stop the Bleed course at the Summerlin Library. The class is designed to teach anyone how to control and stop life-threatening bleeding. (Mia Sims/Las Vegas Review-Journal)
Mount Charleston Gets Heavy Snow, Fog
Mount Charleston saw heavy snow today, and fog in lower elevations as a cold front swept across the Las Vegas Valley. (Benjamin Hager/Las Vegas Review-Journal)
Tourists enjoy rain in downtown Las Vegas
Tourists break out the umbrellas. But Brian Herting of Lincoln, Nebraska, dons shorts and a T-shirt, as he makes his way through downtown Las Vegas. (K.M. Cannon/Las Vegas Review-Journal) @KMCannonPhoto
Thick fog blanketed Las Vegas Valley on Tuesday
Thick fog blanketed Las Vegas Valley on Tuesday. The National Weather Service.forecast called for a 50 percent chance of rain. (Bizuayehu Tesfaye/Las Vegas Review-Journal) @bizutesfaye
Time lapse video of fog covering the Strip
The Las Vegas Strip is shrouded in fog Tuesday, Jan. 15, 2019. (K.M. Cannon/Las Vegas Review-Journal) @KMCannonPhoto
Tony Spilotro's Las Vegas home for sale — VIDEO
The former Las Vegas home of Chicago mob enforcer, Tony Spilotro, is now for sale. Spilotro, who was portrayed by Joe Pesci in the film Casino, is the original owner of the home at 4675 Balfour Drive, built in 1974. (Samia DeCubas/Las Vegas Review-Journal)
Buffalo Drive And Mountains Edge Parkway Fatal
Las Vegas police and the Nevada Highway Patrol are investigating a fatal crash in the southwest valley on Saturday afternoon. (Richard Brian/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
ad-high_impact_4
TOP NEWS
News Headlines
Home Front Page Footer Listing
Circular
You May Like

You May Like