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Meet Your Neighbor: Rossi Ralenkotter
By Callie Thomas
Perhaps it is the commitment of a 60-year resident that truly happens in Las Vegas and stays in Las Vegas. This particular resident has not only helped to shape the face of the city, but has worked tirelessly to market its excitement to millions of visitors annually, supporting our local economic goals in the meantime. He has also contributed to making Las Vegas a better place to live and raise a family through his volunteer efforts with a variety of charitable organizations. Meet 89117 resident Rossi Ralenkotter, President and CEO of the Las Vegas Convention and Visitors Authority (LVCVA).
Born in Kentucky, Ralenkotter moved to Las Vegas in 1951, attended local schools, graduated from Bishop Gorman High School and then served in the U.S. Air Force. He holds a bachelor of science degree in marketing from Arizona State University and a master’s degree in business administration from UNLV. Ralenkotter began working for the LVCVA 38 years ago as a research analyst, and prior to becoming President & CEO in 2004, he was the Authority’s Executive Vice President and Senior Vice President of Marketing. His marketing expertise and collaboration with R&R Advertising led to the creation of the most successful branding campaign in tourism history. The phrase “What happens here, stays here™” has been integrated into everyday vernacular, commonly heard around the globe from news media to television sitcoms and major motion pictures.
“I’m proud of my professional achievements,” says Ralenkotter. “When I started my career at the LVCVA, I founded the Research Department, which is what shapes everything we do from marketing and advertising to our sales efforts.” Consumer research the LVCVA conducted was used in developing the “Vegas Stories” campaign which launched the now legendary phrase. As a result of the campaign, Ralenkotter was selected as “Co-Brand Marketer of the Year” by the prestigious Brandweek Magazine. He continues to serve as chair of the U.S. Travel and Tourism Advisory Board and is the incoming Chair on the Board of Directors for the U.S. Travel Association.
When he’s not traveling to promote the city or focusing on national and international travel policies, Ralenkotter devotes his time to charitable organizations to benefit the community. “There is a tremendous sense of pride in this community, and it’s only natural that those who live here continually strive to improve the quality of life in Southern Nevada.” Organizations that have benefitted from Ralenkotter’s support include St. Jude’s Ranch for Children, United Way and March of Dimes. He and wife Mary Jo are parents to five and grandparents to nine, so opportunities to assist kids are particularly special. He has assisted local schools including Bishop Gorman, St. Anne’s and St. Viators and is the Board Chair for Boys & Girls Clubs of Las Vegas.
The Boys & Girls Clubs of Las Vegas supports the development of children by instilling in them a sense of competence, usefulness, belonging and influence. There are an increasing number of children who are at home with no adult care or supervision and who are left to find their own recreation and companionship in the streets. The organization teaches young people the skills they need to succeed in life through programs in three core areas: academic success, character and citizenship, and healthy lifestyles. Ralenkotter has lent his marketing and branding expertise to the organization by arranging for a community assessment which has enabled the Boys & Girls Clubs of Las Vegas to realize their needs for family services. “I’ve been fortunate to live and work with a lot of caring, dedicated people over the years and some wonderful charities and organizations like Boys & Girls Clubs of Las Vegas.” This month, the Fourth Annual Clark County Association of Health Underwriters Charity Golf Tournament will take place at Paiute Golf Resort to benefit Boys & Girls Clubs of Las Vegas.
“Being involved in worthwhile charitable causes, as well as the youth of Las Vegas, is very gratifying. All of us need to be a part of our community through these endeavors.”
