The Las Vegas Convention and Visitors Authority (LVCVA) has paid millions of dollars to hundreds of social media “influencers” with the goal of having “independent” voices tout the city’s charms.
This column is not criticizing the idea, but rather pointing out the generally narrow demographic targets of these influencers. So, why not broaden the scope, expand the budget and encompass other age and interest groups?
For example:
For seniors: Clint Eastwood, who is 94, would be the perfect influencer for this market segment. His new slogan, posted on social media: “Go Ahead Make My Day… In Las Vegas!”
Conservatives: Tucker Carlson could appeal to those who want to have fun, but may view Vegas as too “liberal.” His advice: “You can still play conservatively in Las Vegas.”
Veterans: Las Vegas headliner Drew Carey was in the Marines. The price is right for him to be an influencer. He would pitch Las Vegas comedy clubs and shooting ranges.
Visitors on a budget: Jay Leno is wealthy and has a great car collection, but according to news reports, he is a bit frugal when it comes to dining out. Hence he would be the perfect influencer for promoting Las Vegas to the “shrimp cocktail” crowd. And he could also promote penny slots.
For adventurers: Richard Branson would be the perfect influencer to promote the great outdoors of Las Vegas. He could ski in Lee Canyon, hike in Red Rock, and boat in Lake Mead. And even if nobody followed his lead, Richard could turn around and buy Lee Canyon, Red Rock and Lake Mead. Now, that’s influence.
Classical music aficionados: Famed cellist Yo-Yo Ma would recommend Las Vegas for its fine classical music. (Of course, it would be off-Strip and usually at the Smith Center, but those fans still have to stay somewhere and eat.)
Crime fans: Who else to promote the Mob Museum but former Mayor Oscar Goodman, the ultimate influencer? He could offer this group a deal they couldn’t refuse.
Although there are so many disparate groups that can be influenced to visit Las Vegas, there is one group that will be hard to convince: locals. Not because they are indifferent to persuasion, but for them it’s a matter of principle. The reason locals are not visiting their own hometown resorts and attractions is because they don’t want to pay for parking that used to be complimentary. The true influencer for the LVCVA would get casinos to return to free parking.
Now, that’s persuasion!
