In one of the first ads to bear the "What happens
here, stays here" tag line, an attractive young woman in stiletto boots
writhes around in the back of a limousine, breathily complimenting the driver
on the ride, the leather, that new car smell. Just as it seems she might take
the flirtation further, she raises the partition.
When the limo pulls up at the airport seconds later, she
steps out in a prim suit, promising someone on the other end of a phone call
that she will meet her at a polo match later. The ad closes with the words "What
happens here, stays here," followed by the logo for Las Vegas.
In the 15 years since that 30-second spot debuted, the
slogan has become synonymous with Las Vegas and spawned numerous ads and
spinoffs. Created by the R&R Partners ad agency for the Las Vegas
Convention and Visitors Authority (LVCVA), "What happens here, stays here"
was conceived around the idea of showing glimpses of the Vegas experience that
left plenty to the imagination.
Over the years, the campaign has won awards, inspired
Hollywood films and been enshrined in popular culture. But in light of the
#MeToo movement's national reckoning and the recent sexual misconduct
allegations against Steve Wynn, which this month resulted in his resignation
from the company he founded, is "What happens here, stays here" still
the right message for Las Vegas?
University of Nevada-Las Vegas assistant professor Todd
Uglow, who teaches at the William F. Harrah College of Hospitality, said there's
been a prolonged movement away from the Sin City, rules-do-not-apply sentiment
that might be inferred from "What happens here, stays here."
"Really, none of the mainstream establishments are
marketing their properties that way at all, and that's only going to be
hastened by the #MeToo movement and Steve Wynn's resignation," Uglow said.
"The message from casinos is that Vegas has grown up. It's more
sophisticated. Where we might have been drinking shots, we might be drinking
martinis now. I think that moniker is outdated."
R&R Partners CEO Billy Vassiliadis sees it differently.
He said the message is about escaping the schedules and commitments of home to
be whoever you want. Past spots have shown visitors morphing into different
looks as they move from pool to show to masquerade to concert.
"The simple message behind [the slogan] is adult
freedom," Vassiliadis said. "Vegas being the only place where you can
transform yourself into whatever you want to be. That's the essence of the
brand."
He added that R&R monitors responses to the slogan "constantly"
via panels, national surveys and social media. He said he has yet to see a
backlash based on #MeToo or the Wynn case.
"With the #MeToo movement, people are looking for more
empowerment not less," he said. "We're not giving permission to men
to do anything inappropriate. We have a lot of messages where the empowered
party is the woman."
The LVCVA echoed that sentiment. In a statement, chief
communications officer Jacqueline Peterson said, "The authority actively
listens to our visitors and conducts extensive research around all of our
activities. Our brand is all about empowerment and the freedom to choose. We
will continue to listen closely to our visitors to ensure we are striking the
right tone at the right time."
There is precedent for the authority halting the campaign,
at least temporarily. In 2008, during the Great Recession, the organization
switched to different messaging, and after the Oct. 1 shooting on the Strip,
they ran a campaign under the hashtag #VegasStrong. But on Jan. 1, the classic
slogan was back.
Vassiliadis said, "At this point, 'What happens here,
stays here' is still in great demand. If anything changes at some point, we'll
change."
One area where the #MeToo movement is already having an
impact is in the Strip's nightclubs. One industry veteran, who spoke on the
condition of anonymity, said her company was changing the casting-call protocol
for its summer pool club, adding more women to a hiring panel usually
consisting predominately of men and taking extra care that cocktail server
candidates, who often have to appear in bikinis during job interviews, feel
comfortable.
Customers, too, may be more aware of their own behavior.
"I think that customer behavior will be a little more
in line," said the nightlife vet, anticipating fewer security issues
involving patrons touching or talking to female staff inappropriately. "But
when alcohol is involved, some people lose control. In every group of friends,
there's one idiot."