CASE STUDY:
City of Las Vegas Business District
The City of Las Vegas sought to transform a large parcel of land just north of the Las Vegas Strip into a thriving business district. With unique advantages such as a high-speed internet fiber line feeding the Strip, proximity to two major freeways, and cost benefits over California, the city wanted to attract tech startups and businesses seeking lower operational costs. I created a comprehensive branding and marketing campaign that targeted California tech companies, highlighting the benefits of relocating to Las Vegas. This campaign played a pivotal role in attracting several businesses, including the major relocation of Zappos.com.
Scope & Objectives
Develop a compelling brand identity for the business district that highlights its advantages and appeals to tech startups and innovative companies.
Design an interactive and visually engaging direct mail campaign to market the property to California-based tech businesses.
Emphasize key benefits such as low taxes, reduced operational costs, proximity to the Las Vegas Strip, high-speed internet connectivity, and freeway access.
Drive inquiries and relocation decisions, positioning Las Vegas as a viable alternative to California for tech companies.
Solutions and Approach
Conducted market research to identify pain points for California-based tech companies, including high taxes, operational costs, and competitive hiring markets.
Created a bold, modern brand identity for the business district, emphasizing innovation, connectivity, and growth opportunities.
Designed an interactive direct mail presentation featuring high-quality visuals, maps, and data showcasing the district’s unique advantages. The presentation included: Details of the high-speed fiber line and its potential for tech infrastructure. Proximity to the Las Vegas Strip, freeway access, and local amenities. A cost comparison between California and Nevada for operating a tech business.
Integrated QR codes and interactive elements to drive recipients to a custom landing page for more information and direct inquiries.
Implemented a targeted distribution strategy, focusing on key decision-makers at California tech startups and businesses.
Outcomes and Results
Achieved a nearly 20% response rate from the direct mail campaign, far surpassing industry benchmarks.
Facilitated several business relocations to the Las Vegas business district, including the largest success: Zappos.com’s decision to establish its headquarters in Las Vegas.
Strengthened the City of Las Vegas’ reputation as a hub for innovation and business growth, attracting further interest from tech companies.
Demonstrated the effectiveness of integrated branding and marketing strategies in achieving economic development goals.
Established a replicable model for promoting other city-owned properties and initiatives.
Meet Chris McCarthy
Brand Growth Advisor
Hi, I’m Chris McCarthy, a brand strategist, designer, and marketer. Over the past 25 years, I've had the opportunity to work with some of the world’s most recognized and respected brands, including Penske Automotive Group, Ford Motor Company, MGM Resorts, Caesars Entertainment, The Hard Rock Hotel, The American Red Cross, and the City of Las Vegas.
As a trusted brand growth advisor, I help businesses create strong brand identities and implement strategies that truly connect with their audiences, leading to significant growth. I enjoy mentoring and coaching others in brand strategy, and it’s been incredibly rewarding to help countless business owners and designers take their branding to the next level.
My career has been all about continuous learning and striving for excellence. I’ve dedicated myself to understanding what makes brands successful and have developed innovative strategies that consistently deliver results.
Trusted by The Biggest Brands
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About Chris McCarthy
Brand Growth Advisor
Hi, I’m Chris McCarthy, a brand strategist, designer, and marketer. Over the past 25 years, I've had the opportunity to work with some of the world’s most recognized and respected brands, including Penske Automotive Group, Ford Motor Company, MGM Resorts, Caesars Entertainment, The Hard Rock Hotel, The American Red Cross, and the City of Las Vegas.
As a trusted brand growth advisor, I help businesses create strong brand identities and implement strategies that truly connect with their audiences, leading to significant growth. I enjoy mentoring and coaching others in brand strategy, and it’s been incredibly rewarding to help countless business owners and designers take their branding to the next level.
My career has been all about continuous learning and striving for excellence. I’ve dedicated myself to understanding what makes brands successful and have developed innovative strategies that consistently deliver results.
Trusted by The Biggest Brands
