An important element of most successful city and destination brands is their ability to resonate with local residents, as well as external audiences. A challenge for Las Vegas is that the it’s iconic brand strategy with its famous, "What happens here. Stays here." tagline probably doesn’t work with the community in ways that generate self-pride and project it as a place to live. While I am sure that residents respect the success of the tourism brand, it really is aimed 100% at external audiences – and does a darned good job! However, the Las Vegas identity that it supports is mainly focused on The Strip and not on the city’s central business district in Downtown Las Vegas.
Downtown Las Vegas is a few miles south of The Strip and is the city’s original gambling district. This area in recent years has played second fiddle to the larger and more famous Strip. However, the City has been working on revitalization efforts to entice more visitors and residents to downtown. This has involved the redevelopment of Downtown and the surrounding older commercial districts to create jobs and eliminate urban blight. With an unemployment rate hovering around 14% and one of the worst real estate markets in the country, it is important for the economic vitality of the city to extend way beyond The Strip. Revitalization efforts have joined property and business owners for a $5.5 million streetscape improvement program over a three-block area that includes pedestrian-friendly street redesign, landscaping and retro-looking neon signage.
A new slogan was unveiled Wednesday for Downtown Las Vegas. The winning line, "Every City Has a Soul", captured 35 percent of more than 1,200 votes in an online contest between four finalists. While we are not fans of community competitions for slogans, on this occasion it was important because this time residents would be a priority target audience. While it will not rise to the stellar heights of the famous tourism slogan, it does have an important role in addressing what has been an economic development void for the city.

