Get ready for ‘HyperVegas,’ the next phase in Las Vegas marketingBy Richard N. Velotta, Las Vegas Review-JournalOctober 1, 2017 at 11:05 pm The next iteration of how R&R Partners will market Las Vegas as a tourism destination under its $15.5 million annual advertising and marketing contract with the Las Vegas Convention and Visitors Authority has arrived.It even has its own name: HyperVegas. Members of the R&R team shared concepts of the plan with the LVCVA board last month and produced a website, Mission2020.vegas, to explain how “the travel universe has changed” and what the 70-plus R&R team members dedicated to the Las Vegas account plan to do about it.And if you’re wondering what will happen to those funny “What happens here, stays here” television ads, don’t despair — they’re still going to be a part of the plan.HyperVegas refers to the rapid pace at which people consume media content on their mobile devices and how Las Vegas needs to be prepared to react with each news story, tweet and post directed at those considering a Las Vegas experience. It also references how rapidly Las Vegas and its attractions can and will change over the next three years.While initially promoted as a look at R&R’s upcoming marketing strategy, the explanation of the plan evolved into how Las Vegas is going to be different with major-league sports and new convention facilities in the mix.Las Vegas already has seen more transformations in the past two decades than most communities see in a century.Las Vegas’ reinventionSince the early 1990s, Las Vegas has moved from a casino-centric destination to themed integrated resorts with convention and meeting facilities to entertainment capital to dining wonderland to spa central to a home base for outdoor adventure. It tried and failed at being a family destination, circled back to adult-centered attractions and now sees before it an opportunity to become the place to go for only-in-Vegas experiences (shooting machine guns from helicopters?), major-league hockey, football, NASCAR and esports with boxing and mixed martial arts. All within a background of a growing number of hotel rooms that it will be the LVCVA’s responsibility to help fill.“We know that three years from now, our community isn’t going to look the same,” LVCVA President and CEO Rossi Ralenkotter told the board before introducing the R&R team.