Travel Weekly's Las Vegas E-Letter: Sept. 9, 2003

OFFICIALS AT THE 30-ROOM SILVERTON HOTEL & CASINO expect to break ground soon on a $100 million expansion project that will include 1 million square feet of retail, hotel and entertainment venues. A 130,000-square-foot Bass Pro Shops Outdoor World, slated to open in November 2004, will be one of the project's anchor stores. In addition to the Bass Pro Shop, the expansion will include an additional 25,000 square feet of gaming and entertainment space as well as an oversized aquarium. To complement the pro shop's mountain lodge architectural style, the Silverton's mining town theme also will be redesigned.

THE ADS ALLUDE TO CAESARS PALACE'S Roman roots, but the Park Place Entertainment Corp. property's new advertising campaign is anything but ancient. Starting this month, the campaign--with its "Live Famously" tagline--marks the beginning of an integrated marketing program aimed at supporting the continuing physical changes happening at one of the city's oldest resorts with a new, hipper image. In one ad, for example, a handsome man balances a cigar in his hand as he contemplates his winnings at the blackjack table. Nearby, a beautiful blonde looks on admiringly. The ad identifies the man as "Julius I, 2:15 a.m. 2003 A.D." The headline reads: "Invest where you get the most interest." Print ads will appear this month in upscale consumer magazines, which tap into feeder markets, as well as travel industry and meetings publications. The campaign, created by R&R Partners in Las Vegas, then will be expanded to include direct marketing, Internet and outdoor advertising and, late next year, television.

ALLEGIANT AIR is offering a $49 "Leaving Las Vegas" Web fare for flights between Las Vegas and seven cities on the carrier's scheduled route network. The special fare must be booked on the airline's Web site at www.allegiantair.com, by Sept. 21 and travel must be completed by Feb. 12. The fare is good for travel between Las Vegas and Lansing, Mich.; Des Moines, Iowa; Wichita, Kan.; Fresno, Calif.; Colorado Springs; Denver, and Ft. Collins-Loveland, Colo. It is not valid on Sunday departures from Las Vegas.

TRANSMERIDIAN AIRLINES now features nonstop flights to Las Vegas from Florida's Orlando Sanford Int'l Airport. The twice-weekly flights, on Thursdays and Sundays, depart Orlando Sanford at 8:45 a.m. and arrive in Las Vegas at 10:45 a.m. Return flights from Las Vegas leave the city at 12:05 a.m. and arrive at Orlando Sanford at 7:15 a.m. For more information or to book, contact the carrier at (866) IFLYTMA or visit www.iflytma.com.

LAS VEGAS generally isn't the first destination that comes to mind when thinking about fall foliage, but visitors to the area can watch Mother Nature do her thing if they head for high elevations such as Mt. Charleston, which is approximately 20 miles from the city. Situated in the Spring Mountain Range, the mountain, which is 11,918 feet high, is considered the best spot in the southern part of the state to see the change of seasons. Foliage seekers should take State Route 157 in Kyle Canyon, one of Nevada's Scenic Byways, for 17 miles. As travelers ascend to the mountain's 8,500-foot level, where the road ends, they will pass through five distinctly different ecological zones, ranging from desert to alpine forest. A nine-mile trail starts where the road ends and leads to Charleston Peak.

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