"What Happens in Vegas, Stays Here'' : Iconic Slogan to Retire By the End of January

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The world-famous Las Vegas slogan "What Happens Here, Stays Here" will reportedly be a thing from the past soon. According to internal sources familiar with the matter, the new catchphrase will be revealed during the Grammy music awards ceremony on January 26. 

The well-known mantra has been serving as Sin City's symbol for two decades now. People working in tourism claimed that not many official city slogans enjoyed such popularity worldwide. It encouraged tourists from all over the world to behave in a way they would have never dared back home. 

The marketing and advocacy agency R&R Partners which created the iconic tagline in 2003, is now working on the new one. The city introduced the first slogan in an attempt to inspire travel to Las Vegas after the terrorist attacks on September 11, 2011. 

The city council retired it briefly in 2017 only to bring it back a year later by popular demand. The local authorities brought the slogan back shortly after the deadliest mass shooting in US history that took place on October 1, 2017.

Rumor has it that Aerosmith's Steven Tyler already revealed the new catchphrase earlier last week during a concert in Las Vegas. He told the audience on numerous occasions: ''When I say, ''What happens here, you say, ''Only happens here!"

According to Nevada historian Michael Green, the new tagline ''What happens here, only happens here'' would attract visitors looking for what they cannot find anywhere else.

Las Vegas was mainly famous for its countless gambling sites, Green said adding that in the past gambling was what happened here. This is no longer the case, the historian highlighted, pointing out that Nevada chose to develop in multiple directrions to attract capital and not to rest on its laurels.

The updated slogan will be at the center of the new marketing campaign to sell Las Vegas to the world as a convention and vacation destination.

In 2019, the Sin City registered more than 39 million visitors. The city is mostly famous for its gambling, top-tier hotels on the strip, as well as fine-dining and shows by world-renown artists, such as Celine Dion, Cirque du Solei, and Brittney Spears, among others.  On top of that, it also hosts conventions such as CES. 

The state-funded Las Vegas Convention and Visitors Authority (LVCVA) has an annual budget of USD 360 million. LVCA spends nearly one-third of it on advertising annually. 

What do you think? Do you like or dislike the reportedly new Las Vegas' slogan ''What happens here, happens only here''?