What makes your city a top meeting/convention destination? In a word, commitment. The resorts have made conventions a key part of their business model, as evidenced by the amount of new meeting space planned in the new properties under development today. The resort industry professionals here are committed to providing the best possible experience for show managers and attendees doing business in Las Vegas. The destination is also committed to providing the most diverse offerings in accommodations, dining, entertainment, and facilities.
What is your perspective on destination leadership?
In this business, you must maintain a vigilant awareness of your competition, changes in the demographics of the marketplace, and overall market conditions, all with an eye toward continuing to grow your customer base. Action taken today must take into account where you want your organization to be in five, 10, or 20 years or more.
What is your city's roadmap for the future?
Las Vegas is in a significant development mode, with approximately 40,000 new hotel rooms expected to open between now and 2011. The Las Vegas Convention and Visitors Authority (LVCVA) is continuing to develop the Las Vegas brand and promote the destination to new audiences. LVCVA's vision for the destination is to attract 43 million visitors by 2011, and we're putting new branding and marketing initiatives into place to achieve it. One major component is represented by our recently enhanced international brand strategy program, which will introduce integrated consumer marketing initiatives in Canada, Mexico, and the United Kingdom. Sales and public relations efforts in several other primary and emerging international markets are also under way and continue to be refined.
What green initiatives is your city/convention center taking? Many local companies are focusing on ways they can lessen their impact on the environment. Several new resort properties, including CityCenter, Echelon, Palazzo, and Encore, are being built to LEED specifications. Many properties, including the Las Vegas Convention Center and the World Market Center, are initiating large-scale recycling projects. Additionally, we're approaching the large-scale renovation of the Las Vegas Convention Center, due to launch in 2008, as an opportunity to explore the implementation of other environmentally friendly initiatives.
How have destination marketing organizations evolved over the past 10 years, and how do you see the role of the bureau changing in the future?
In Las Vegas, there's been a movement toward operating as a branding organization much more than a sales organization. We're committed to growing the overall brand so everyone around the world will recognize that brand. We must stay on top of the dynamic resort environment to ensure that the brand of the destination is consistent with the destination itself.
What is your biggest challenge as a DMO?
One of our key challenges is competition from other destinations - here in the United States and abroad. We must work continuously to develop and grow the brand of Las Vegas in order to spread its appeal to as many potential visitors as possible.
How did you get into this career? How long have you been there, and where have you been in the past?
I've been with the LVCVA for 34 years. I began the organization's research department in the 1970s, and went on to develop the LVCVA from a sales organization to a marketing organization to the destination branding organization it is today.