Gay Days & Nights Las Vegas™

The Second Annual Gay Days & Nights Las Vegas promotion is a comprehensive, cooperative marketing plan involving gay and gay-welcoming businesses, activities and attractions. Key partners include Cirque du Soleil, Travelocity, and Paris Las Vegas.

The concept is based on the results of Community Marketing, Inc. (CMI) research that was conducted on behalf of the Las Vegas CVA in 2004. In that research project, which included a national survey and a series of nine focus groups in three cities, CMI determined that Las Vegas already has broad appeal among the LGBT community, and that it has tremendous potential for growth and market share. The growth, we determined, will depend on Las Vegas communicating its accommodations, entertainment, etc. in context of LGBT interests. For this purpose, CMI, with our clients and colleagues in Las Vegas, developed the idea of a cooperative, "gay-welcoming" promotion: Gay Days & Nights Las Vegas.

Gay Days & Nights Las Vegas is not an event in the traditional sense, nor is it a "circuit party." It is a promotional plan that also includes, within its context, a special focus on the Independence Day holiday.

• Part One: Through the ongoing co-op marketing campaign, gay and lesbian visitors will be encouraged to participate in a wide variety of Las Vegas activities and interests all year.
• Part Two: A special mid-summer focused promotion, July 3-6, 2008. During this 4-day period, partners will offer extra value opportunities to LGBT visitors. (Note that even during the 4-day promotion, there won't be a time when all participants are together at one event. The vision is that there are always a variety of activities offered to attract people with a variety of interests.)

Community Marketing, Inc., founded in 1992, is uniquely positioned as the leading gay tourism marketing specialist. We have teamed up with many leaders in the Las Vegas travel, hospitality and entertainment industries to form six committees reflecting six themes. Activities and events are locally directed by these committees.

It's not enough to market to the LGBT community. Success of Gay Days & Nights Las Vegas will depend on each partner presenting a genuinely gay-welcoming atmosphere during visitor stays. For this reason, orientations are offered, in order to help all levels of visitor contact staff to understand the promotion, understand the sensitivities of LGBT guests, and to ensure a flawless vacation experience for all guests.

Central to the spirit of the Gay Days & Nights Las Vegas promotion is that all participants give something back to the Las Vegas community. Partners will be encouraged to make contributions to a selection of Las Vegas community-based organizations, including Pride (SNAPI), the Gay & Lesbian Center, the Liberace Foundation, etc. These beneficiaries will be communicated in the newsletter, on the website, in advertisements, etc. In addition, committees will work with each partner to identify appropriate ways for each visitor to contribute as well, whether as a percentage of the cost of goods and services, or as an optional add-on.

Please contact Thomas Roth for more details about how you can be involved, and be sure to visit GayDaysandNights.com.

To advertise in the quarterly, nationally-distributed Gay Days & Nights Las Vegas™ magazine, please download our information sheet and specs.

Gay Days & Nights Las Vegas is a trademark of Community Marketing, Inc.