Funding for a downtown Las Vegas marketing campaign sourced from the American Rescue Plan.
The American Rescue Plan Act of 2021, a $1.9 trillion economic stimulus package passed by the US Congress and signed by President Joe Biden, aimed to speed up the nation's recovery from the COVID-19 pandemic.
The funding was predominantly used to extend and enhance unemployment benefits, provide $1,400 direct payments to numerous US residents, provide emergency paid leave, cover tax credits, and increase food stamp benefits.
However, critics argue that a substantial portion of the money was allocated to unintended programs. One such instance is the City of Las Vegas using $350K to develop a marketing campaign for the downtown area.
The Las Vegas Review-Journal disclosed that Las Vegas utilized some of its American Rescue Plan Act funds to finance an advertising campaign for the Downtown Vegas Alliance (DVA). This marketing drive aims to draw attention to the downtown area’s diverse range of entertainment, job opportunities, and living options.
The DVA is a nonprofit organization made up of over 70 local businesses working together to create an attractive, vibrant, diverse, and sustainable downtown Las Vegas.
Although many perceive the Las Vegas Strip as part of the City of Las Vegas, it is actually located in an unincorporated part of Clark County south of the city proper.
'Up for Anything' in Downtown Las Vegas
The DVA is said to have spent $350K to create “Up for Anything,” a marketing slogan emphasizing the downtown area’s attractions for visitors and residents in Southern Nevada. The campaign’s online platform, www.playcation.vegas, offers various itinerary suggestions and an interactive map displaying points of interest.
The City of Las Vegas reportedly provides funding for the DVA. A Las Vegas-based advertising agency, Robertson and Partners, developed the “Up for Anything” campaign, along with a subsequent campaign, “Up for Play,” with $350K.
The “Up for Play” travel and staycation guides propose customizable plans for entertainment, dining, innovation, culture, history, fashion, and lifestyle.
We’re developing ideas for people who are intrigued by the ‘Up for Anything’ campaign. We're actually equipping them with the tools to enjoy downtown in a strategic manner,” Carolyn Wheeler, executive director of the DVA, stated to the RJ.
The COVID funds being used for marketing downtown Las Vegas are intended to generate a substantial return. That’s according to City of Las Vegas Communications Director David Riggleman.
“The expectation is that, as people look to restore their pre-pandemic lives, they will consider the downtown as a place not only for entertainment but for living and working,” Riggleman clarified. “Downtown Las Vegas offers such a diverse range of options for the public to take into account.”
Downtown Casinos Bounce Back
Downtown Las Vegas casinos have already regained their losses from the pandemic, at least in terms of gaming revenue. Downtown casinos earned over $880.1 million last year, a 4.5% increase from 2021 and nearly 90% higher than the gaming properties’ earnings during pandemic-stricken 2020.
The $880.1 million is also significantly higher than the $684.9 million that the downtown Las Vegas casinos earned in 2019. Downtown’s 2022 gross gaming revenue was 28.5% richer than the previous year before the coronavirus.
The $880.1 million is more than 2019’s GGR incurred downtown despite inflation adjustments.
Read also:
- Leverkusen claims victory in the cup, securing a double triumph.
- Alonso achieves a double victory after consuming a German brew.
- Does the SVolt factory in Saarland face stability issues?
- Furor surrounding Sylt scandal footage