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Laughlin, Nevada—just 90 miles south of Las Vegas on the strikingly lush banks of the Colorado River—has re-branded its image to emphasize its affordable first class amenities. The tag line—"Laughlin. It’s Like You Own the Place."—will be the lead for meeting planners and other travelers as the destination-wide marketing campaign begins its rollout.

 "Laughlin offers a combination of affordability, amenities and scenic riverfront location unmatched anywhere," said Terry Jicinsky, Senior Vice President of Marketing, the Las Vegas Convention and Visitors Authority. In addition to operating the Las Vegas Convention Center and Cashman Center, the Las Vegas Convention and Visitors Authority markets Southern Nevada as a tourism and convention destination worldwide.

According to the Las Vegas CVA, the market research used as the basis for the new campaign revealed that its location on a spectacular stretch of the Colorado River—and the myriad of water activities it offers—were the distinguishing factors for Laughlin. From rafting to riding jet skis to relaxing in a scenic riverbank cabana, the destination holds enormous appeal for outdoor enthusiasts as well provides an array of team building opportunities for meetings and conventions.

The research also found that the Laughlin experience is approachable and un-intimidating, a unique blend of down home and upscale. Its affordability was also key—fine dining without a reservation, a yacht to sail the Colorado, tickets to big-name concerts—all at a lower cost than other destinations.

In addition to year-round access to Laughlin’s affordable first-class accommodations and a wide array of recreational activities, Laughlin has also become one of the leading special events destinations in the Southwest, known for Laughlin’s River Stampede PRCA Rodeo, Xtreme Bulls event, and SCORE International Off-Road Racing.

Meeting Space available in Laughlin includes: Aquarius Casino Resort (Meeting Space: 30,000 Square feet); Colorado Belle Hotel/Casino & Microbrewery (Meeting Space: 5,342 Square feet); Don Laughlin's Riverside Resort (Meeting Space: 27,407 Square feet); Edgewater Hotel & Casino (Meeting Space: 13,869 Square feet); Harrah's Laughlin Casino and Hotel (Meeting Space: 7,250 Square feet); River Palms Resort Casino (Meeting Space: 14,516 Square feet); and Tropicana Express Hotel Casino (Meeting Space: 14,340 Square feet).

"It’s Like You Own the Place’ conveys a sense of VIP privilege visitors enjoy that extends from dining and accommodations to entertainment and gaming," added Jicinsky.