Las Vegas’ No. 1 salesman: Business travel is vital to city’s success

Rossi Ralenkotter , President/CEO of the Las Vegas Convention and Visitor Authority addresses the audience as he and others discuss the greatest challenges and opportunities for tourism during the Metro Chamber of Commerce holds its annual Preview Las Vegas event in the Cox Pavilion on Friday, January 29, 2016

Rossi Ralenkotter, president and CEO of the Las Vegas Convention and Visitors Authority and the newest member of the Nevada Business Hall of Fame, has played a historic role in the development of Las Vegas into a major destination city, including by leading the creation of the first statistics-based analysis of the Las Vegas tourism economy.

Recently, Ralenkotter sat down with VEGAS INC to discuss some of the most important developments in the Las Vegas business community over the past four decades, why he believes the convention center expansion is crucial for the community, and his passion for the Cincinnati Reds.

What does becoming a member of the Nevada Business Hall of Fame mean to you?

It’s an incredible honor and a humbling experience to be inducted into the UNLV Lee School of Business Hall of Fame and be included on a list with prominent names that have made such a great impact on our community. I have been blessed to be able to work in not only the greatest city in the world, but to also to do so in the place I’ve called home for so long. For 43 years, I’ve had the great pleasure of promoting my favorite city to the world. I can honestly say that it never gets old, it never gets boring, and every day presents new opportunities to keep Las Vegas top of mind as a leading travel destination.

What was your inspiration for developing the first statistics-based analysis of the Las Vegas tourism economy? How has it helped Las Vegas?

Everything we do at the LVCVA starts with research. In 1973, I was hired to develop the LVCVA’s research department. Research helps to keep us ahead of the curve so we can respond to visitors’ needs.

One of the great successes to come from this process is the “What Happens Here Stays Here” advertising campaign. The LVCVA launched the campaign in 2003 in conjunction with our advertising agency, R&R Partners. Since that time, the campaign has received dozens of awards and is considered the most successful destination marketing campaign in history. The LVCVA constantly tests the campaign to see if the concept still resonates with our target audiences, and it does. In fact, WHHSH has recently taken on new forms. Just last month, the LVCVA unveiled a limited edition #WHHSH Beer during one of the nation’s largest music and arts festivals in Palm Springs. Creative concepts like #WHHSH Beer allow Las Vegas to extend its appeal beyond travel and tourism and engage people in a way that no other destination does.

What do you consider some of the most important developments in the Las Vegas business community over the past 40 years?

The greatest strength we have in Southern Nevada is the commitment, creativity and drive of the people we have working in and around the tourism industry. The tourism industry pumps $52 billion into Southern Nevada’s economy and supports 368,000 local jobs. Recognizing the impact of tourism on Southern Nevada’s livelihood, Las Vegas evolved in how it hosts people, making customer service a top priority. The destination has transformed over the years from a weekend gaming getaway into a world-class travel and convention destination with top-notch amenities.

The entrepreneurial spirit of the hotel owners and corporations that led to the development of the tourism industry continues to drive Las Vegas to evolve, grow and adapt to the wants and needs of the traveling public. Even during the hardest economic downturn, there was growth and innovation in the destination. New resorts and attractions opened, and when things started to look up, Las Vegas had a whole list of new options to experience. Las Vegas continues to reinvent itself, providing new reasons for people to visit the destination and experience everything it has to offer.

Why is the convention center expansion so important?

Las Vegas is one of the most tourism-dependent cities in the country, and we have to make sure the industry continues to grow and innovate to maintain our economy. The meetings industry is a vital part of Las Vegas’ overall visitation, supporting nearly 66,500 jobs and generating an estimated $9.3 billion in local economic impact. Convention and meeting attendees are critical to the destination’s overall economy, occupying rooms midweek when leisure visitors are traditionally not there. Business travelers also tend to stay longer and spend more, so it’s vital to focus on attracting more meetings and conventions.

Las Vegas has been named the No. 1 trade show destination for the 22nd consecutive year, according to the Trade Show News Network. Our clients have told us they need more space to ensure their success, and we need to address our clients’ needs. To hold our place as the No. 1 trade show destination, the LVCVA is moving forward with plans for the Las Vegas Convention Center District. The demolition of the Riviera is underway, and we are a step closer in the process to expand and renovate the existing convention center.

Who have been your biggest influences?

My parents gave me guidance and direction to work hard, be honest and stay true to my word. They also provided me with the opportunity to receive a great education. I also am forever grateful to a number of tremendous leaders who have shaped me over the years, including Paul Titus, who gave me my first chance at the LVCVA, and Manny Cortez, who showed me the ropes in leading the organization and provided valuable insights into the business and political communities of Las Vegas. Billy Vassiliadis and Sig Rogich have been instrumental in mentoring me about brand marketing strategies, particularly during crucial times like 9/11.

How did you become a Cincinnati Reds fan?

I was born and spent my early years in Kentucky just across the river from Cincinnati, and developed my love for all the Cincinnati teams.

What was your favorite Reds moment?

Sweeping the 1976 World Series from the New York Yankees.

What has been your proudest moment in business?

After spending more than four decades promoting a city that’s constantly changing and evolving, it’s nearly impossible to single out one moment.

Some big highlights for me include watching Las Vegas welcome major events like Wrangler National Finals Rodeo, Las Vegas Bowl, NASCAR Weekend, the 2007 NBA All-Star Game and the Cincinnati Reds’ appearance at Big League Weekend. These events attract big crowds, and the excitement generated by fans brings our city to life.

There’s always something new and exciting to see in Las Vegas, and there is a lot to look forward to in the future. On Oct. 19, all eyes will be on Las Vegas for the final 2016 presidential debate. UNLV partnered with the LVCVA to submit a bid to serve as one of four host cities for a debate. This is the first time a city and university have joined forces to attract a presidential debate. High-profile events like the debate will help demonstrate that Las Vegas is not only a great place to visit, but a serious place to do business.

There also are more than $9 billion in projects planned or under construction in the next few years, including a 5,000-seat theater at the Monte Carlo, Wynn Paradise Park, Resorts World Las Vegas, Alon and Lucky Dragon.

What advice do you have for someone who’s considering starting or growing a business in Las Vegas?

Make sure you are doing something you love and surround yourself with people with the same drive and passion as your own.

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