Daily Archives: August 25, 2009

Tropicana in Las Vegas Undergoes Major Rebranding Campaign

tropicana2As part of a $125-million renovation, the Tropicana Hotel and Casino in Las Vegas is undergoing a complete rebranding campaign, starting with a logo change announced on August 6. The company is working to build buzz about the brand and spread the message of the rebrand to influencers, tourists, and feeder markets in Southern California, Arizona, Texas, and New York.

Tropicana Las Vegas is led by chairman and CEO Alex Yemenidjian, who acquired the property with Onex Corp. after it emerged from bankruptcy July 1.

“We have new ownership now and a new management team,” said Trish Gilbert, VP of marketing for Tropicana Las Vegas. “It’s not just bringing [the property] up to today’s standards, but really adding the flare of a new brand to it,” Gilbert added. She described the new brand theme as “a Havana, old-Cuban theme, [with] Latin flare.” 

Tropicana is using traditional media relations—reaching out to travel and tourism publications, bloggers, and regional business news outlets—and social media, focusing on a soon-to-launch Tropicana Las Vegas blog, Facebook, and Twitter. 

The company is not currently working with a PR firm, Gilbert said, but it is “talking to several agencies of how they could come on board and help us during the actual launch,” which is currently scheduled for the third quarter of 2010.

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‘Bad Boy’ NASCAR Racer, Las Vegan Kyle Busch Prays for a Kinder Slap in the Face

Although the brash, daring and yet talented Las Vegan and NASCAR racer Kyle Busch won last Saturday’s Sharpie 500 at Bristol Motor Speedway, he’s got to really put the pedal to the metal if he wants to move from his 13th place in the point standings to at least 12th place- a requirement necessary to advance into Sprint Cup’s “post-season playoffs” that begin Sept. 20 in New Hampshire. 

To accomplish this rather Herculean feat and become eligible for NASCAR’s 12-driver, 10-race Chase for the Championship, Busch will need to place high in the upcoming 500-miler near Atlanta and a 400-lapper at Richmond. 

Kyle may have an inkling of a chance if his finish at Bristol is any indication.  The Joe Gibbs Racing star led the final 68 laps around the half-mile, high-banked track and endured four double-file restarts in the final 60 laps for his fourth win and his first trophy in NASCAR’s Sprint Cup series since last May, completing the 500 laps at an 84.820 mph average speed, with a margin of victory of 0.098 seconds over second place finisher Mark Martin. 

Currently, he’s standing 34 points behind 12th-place Matt Kenseth for the last playoff spot.

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Fliers Shun Las Vegas in July

July was a real bummer for fliers coming to Las Vegas via McCarran International Airport.   The Clark County Department of Aviation said that 3.56 million people flew in and out of McCarran in July, down from 3.92 million a year earlier. McCarranAirportColorConv80dSMALL

For the year-to-date through July, McCarran’s arriving-and-departing flier count is down 11.5 percent, having fallen to 23.78 million fliers from 26.86 million fliers in the same period a year earlier. 

Michael Boyd, an airline consultant with the Evergreen, Colorado firm Boyd Group, said the year-to-date passenger drop is wider than the nation’s current 8.5 percent drop. 

Boyd also suggested that the passenger traffic drop could have been shallower if not for the comments made earlier this year by President Obama (prior article by Las Vegas Backstage Access).

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