53°F
weather icon Mostly Clear

Boulder City branding important

A brand is very important to the success of any enterprise. In my business — the casino business — it’s crucial.

Probably the most powerful brand over the years has been Caesars. The legendary company was founded by Jay Sarno in the 1960s. Sarno also developed the Circus Circus theme.

Sarno believed every guest should be treated like a Caesar, so he built the brand around that, including gladiators, over-the-top food and beverage, and a spectacular casino unmatched in its day, and he even brought in Cleopatra as a clincher. The company has changed hands multiple times over the decades, including the most recent transaction in which a small Reno company, Eldorado Resorts, bought the massive gaming company. The name will remain Caesars once again, testifying to the power of the brand.

In Boulder City, the Tourism Commission did a great job positioning the town as an escape from the frantic activity of Las Vegas with the slogan “A World Away for a Day.” Launched in 2005, it served ably for a time, but does it really say what visitors want to hear about Boulder City? And does it really attract visitors to our town? And, most importantly, has it worked in the almost 15 years since it was instituted?

The first thing you need to know about branding is that it’s not about the company, organization or destination. It’s about your customer and who you want to attract. If a customer doesn’t feel an affinity with the brand, they’re not going to respond to that brand’s appeal. And customers respond to brands they recognize. As a destination, you have to stand out against other brands that are seeking to attract the same customer.

Does “A World Away for a Day” really attract those people we want to visit? Or are we limiting ourselves to just the day-trippers? Should we be going after people who would stay multiple days? We have enough attractions to appeal to them. We’ve got the dam, the lake, the history of our town, Bootleg Canyon and more. We’ve got great restaurants and bars, unique hotels, bed and breakfasts and Airbnbs. So are these important elements of our town being neglected when our slogan seems to appeal simply to day-trippers?

Should we build more buzz around our events like Art in the Park, Dam Short Film Festival, Spring Jamboree and others? While those can appeal to day-trippers and multiple-day visitors, maybe we can extend the reach of those events by targeting the right market via branding.

In gaming, Caesars isn’t just Caesars. It’s a portfolio of brands that includes Harrah’s, Horseshoe, Bally’s and others. Maybe Boulder City can have multiple brands to appeal to different demographics and groups: live music fans, antique lovers, outdoor activities, history nerds.

I am obviously not a branding or marketing expert, but I know many of them. R&R Partners apparently helped devise the “A World Away for a Day” campaign. It’s still one of the top ad agencies in the state. Can it help again? Does Boulder City get help from the Las Vegas Convention and Visitors Authority in marketing the town, and what form does that take?

It’s time to re-evaluate the Boulder City brand, particularly in light of the opening of Interstate 11. We need an identity and path forward. Branding is not an option, it’s a necessity.

Roger Gros is publisher of Global Gaming Business magazine, the principal trade publication for the casino industry, and is a 10-plus year resident of Boulder City.

Don't miss the big stories. Like us on Facebook.
THE LATEST
Just call me Ron-Boy

As some of you know, I grew up here in Boulder City having started school in sixth grade at Garrett Junior High.

Keeping our waters safe

Lake Mead National Recreation Area prioritizes the safety of its visitors by conducting regular water testing at beaches and hot springs.

It’s just a piece of paper, right?

I’m not sure if it is because the Spousal Unit and I are now empty-nesters or if it is leftover influence from that Netflix show called “Swedish Death Cleaning,” but a substantial portion of my weekends for the past few months has been trying to sort through and eliminate some of the “stuff” that has taken over the house.

Can a song help reduce military, veteran suicides?

For too many years now, the growing problem of military personnel and veterans (as well as civilians), taking their own lives has been seemingly unsolvable.

Fighting the fentanyl epidemic

You can’t see it, smell it or taste it, but there is a dangerous drug killing about 150 people every day in the U.S.: fentanyl. Right here in Boulder City, three people died from fentanyl overdoses in 2022. This year, that number has nearly doubled – five deaths, and we still have two more months before the year ends.

Be Like Coke

In the late 60s, Cheryl, my future mother-in-law, received a surprise telephone call that changed her life forever.

Many reasons for giving thanks

In just three weeks, millions of families will gather around the table to celebrate Thanksgiving, a time for reflection and for recognizing what is special to you and your family. The past year has been full of challenges and changes for me, and I am sure you have encountered the same. This year, I’ve been thinking about all of the reasons that I am thankful.

Former principal will be missed

“That’s all the good news I have for today. Take good care of yourselves. Take good care of each other. Have a great Andrew J. Mitchell Day!”

Celebrating LMNRA’s local native plant nursery and seed bank

According to National Geographic, the first agricultural revolution occurred twelve thousand years ago. During that time, humans moved into long-term settlements thanks to their ability to collect, clean, and store seeds. Fast-forward to today, and the process is no less critical.