Rossi Ralenkotter, a pioneering figure in destination marketing and a 45-year veteran of the Las Vegas Convention and Visitors Authority (LVCVA), passed away on October 10th after a lengthy battle with colon cancer. He was 78 years old.
During his tenure, Ralenkotter played a crucial role in achieving record visitation figures for Las Vegas, reaching 42.9 million in 2016. His innovative approach to destination marketing transformed how cities attract tourists.
Originally from Covington, Kentucky, Ralenkotter earned his marketing degree from Arizona State University and an MBA from the University of Nevada, Las Vegas. He joined what was then known as the Las Vegas Convention Bureau in 1973, where he was tasked with establishing a research department. At that time, the organization primarily focused on sales, emphasizing venue utilization.
Ralenkotter’s vision led to the creation of a comprehensive marketing bulletin that organized travel data and the pioneering Visitor Profile Survey, developed 50 years ago. This survey gathered critical information about visitors, such as their length of stay, trip purpose, and overall experiences. Both the bulletin and survey remain in use today, influencing destination marketing organizations (DMOs) across the nation.
His understanding of public perception culminated in the iconic marketing campaign, “What Happens Here, Stays Here.” This successful initiative was grounded in engaging with customers to encapsulate the essence of the Las Vegas brand, emphasizing themes of freedom and self-expression. For this work, Ralenkotter was honored as Grand Marketer of the Year by Brand Week magazine in 2004.
In addition to his marketing successes, Ralenkotter was instrumental in securing major events for Las Vegas, notably the annual Consumer Technology Association’s exhibition, known as CES. This event has grown substantially, attracting around 142,000 attendees and more than 4,500 exhibitors in recent years. Gary Shapiro, CEO of the association, remarked that Ralenkotter “transformed” Las Vegas, establishing a new standard for conventions and meetings.
Legacy and Contributions to Tourism
Ralenkotter’s influence extended beyond marketing. He was deeply involved in various tourism and convention initiatives. Bill Hornbuckle, CEO of MGM Resorts International, highlighted Ralenkotter’s dedication as a member of the original White House Conference on Tourism. “He advocated tirelessly for Las Vegas, a city he loved passionately,” Hornbuckle noted.
His contributions to the field did not go unnoticed; Ralenkotter was inducted into the U.S. Travel Hall of Leaders and recognized for his mentorship and collaborative spirit. Roger Dow, former CEO of Dow Global Tourism Partners, expressed gratitude for the knowledge that Ralenkotter imparted over the years.
A Passion for Baseball
Born on April 4, 1947, Ralenkotter’s love for sports, particularly baseball, was evident throughout his life. In high school, he secured the Southern Nevada batting crown with an impressive .452 average and remained a dedicated fan of the Cincinnati Reds. His passion led him to contribute to the establishment of the Triple-A affiliate Las Vegas Stars, which is now known as the Aviators, and he played a key role in bringing Major League Baseball exhibition games to the city.
Ralenkotter served in the U.S. Air Force Reserve and was actively involved with numerous local nonprofits. His accolades included recognition from the Nevada Commission of Tourism for his 40 years of leadership in tourism, a Lifetime Achievement Award from Travel Weekly, and being honored with the Dedication and Leadership of the Meetings Industry Award in 2016. Ralenkotter retired in 2018 after a prosperous career that solidified Las Vegas as a global tourism capital.
Despite facing challenges during his tenure, Ralenkotter remained a beloved figure in the community. Former officials, including U.S. Senator Catherine Cortez Masto, recognized his significant role in shaping Las Vegas into a premier destination for conventions, hospitality, and sports.
U.S. Travel CEO Geoff Freeman praised Ralenkotter’s contributions, stating that he “changed the game” for destination marketing. His innovative, data-driven campaigns have set a high standard for cities worldwide, leaving a lasting legacy in the world of tourism.
