SFX will produce nine events in Las Vegas, at a total cost to the city of $6.7 million, according to executives close to the company. The first will be the "Nokia Presents George Strait Chevy Truck Country Music Festival," which will take place May 8, then travel to 17 other cities.
SFX's Las Vegas events will include motor sports as well as theatrical and other music productions.
Initially, SFX Entertainment will promote the events at venues it operates in 10 cities, wooing tourists with giveaways and other promotions. Executives said the media value of the package to Las Vegas is $24 million.
Concurrently, the city will launch new creative in its ongoing ad campaign from R&R Advertising, Las Vegas.
"No other destination has done anything like this," said Rossi Ralenkotter, VP-marketing for the visitors bureau. "This is a brand-new concept in event and destination marketing because we are going to provide opportunity behind the event."
In addition to onsite promotions, SFX will use radio and print advertising to tout its Las Vegas events in Atlanta, Boston, Houston, Indianapolis, Kansas City, Los Angeles, Miami, New York, Phoenix and San Francisco. That list of