Rossi Ralenkotter is chief executive officer at the Las Vegas Convention and Visitors Authority (LVCVA), Mr. Ralenkotter is responsible for marketing and branding Las Vegas and Southern Nevada as the world’s most desirable destination for leisure and business travel. Under Mr. Ralenkotter’s leadership, the LVCVA launched the most successful branding campaign in tourism history, which is best known for its oft-repeated tagline, "What happens here, stays here.™" It was selected the No. 1 campaign by the voting public and was inducted into the Madison Avenue Advertising Walk of Fame in 2011. The LVCVA owns and operates the Las Vegas Convention Center and Cashman Center. With Mr. Ralenkotter’s oversight, Las Vegas remains the world's trade show capital, hosting 60 of the largest 250 trade shows.
Mr. Ralenkotter began his career at the LVCVA in 1973 (45 years ago) as a research analyst. Prior to becoming president/chief executive officer in 2004, he was the Authority's executive vice president and senior vice president of marketing. Before joining the LVCVA, Mr. Ralenkotter worked for a local telephone company and served in the United States Air Force. He has been a resident of Southern Nevada for more than 60 years.
As chief executive officer of the LVCVA, Mr. Ralenkotter has launched the Las Vegas Convention Center District, a transformational project that will further establish Las Vegas as a leading business destination in the world by reinventing and expanding the Las Vegas Convention Center and the surrounding area.
Mr. Ralenkotter is a technical advisory committee member of Nevada Governor Brian Sandoval's Southern Nevada Tourism Infrastructure Committee. He also is the past Chair of the Board of Directors for the U.S. Travel Association and remains an active member. Mr. Ralenkotter recently completed his term as Chair to the Travel and Tourism Advisory Board for the U.S. Department of Commerce and remains on the Board. He is also a member of the American Society of Travel Agents, Destination Marketing Association International (DMAI), the American Society of Association Executives, and the Hotel Sales Marketing Association.
Mr. Ralenkotter was named “Employer of the Year” by the Employee Service Management Association in 2006, one of the “25 Most Influential People in the Meetings Industry” by Meeting News in 2005, and in 2004, he was selected “Co-Brand Marketer of the Year” by Brandweek magazine. In 2013, International Association of Exhibitions and Events honored him with its “Pinnacle Award” in recognition of extraordinary achievement in the exhibitions and events management field, and he was inducted into both U.S. Travel’s “Hall of Leaders” and DMAI’s “Hall of Fame” in 2014. Additionally, he served as a delegate to the White House Conference on Tourism.
Mr. Ralenkotter earned a Bachelor of Science degree in marketing from Arizona State University in 1969 and a Master’s degree in Business Administration from University of Nevada, Las Vegas, in 1971. He was honored with UNLV’s Distinguished Nevadan Award in 2009 and UNLV Alumni of the Year in 2008. He served as a First Lieutenant in the United States Air Force with the 468th Medical Service Flight. He is a member of the Las Vegas Ad Club, which inducted him into the Las Vegas Advertising Hall of Fame for lifetime marketing achievements. He also received Lifetime Achievement honors from the American Marketing Association and the Travel and Tourism Research Association.
ABOUT BRAND USA
Brand USA, the destination marketing organization for the United States, was established by the Travel Promotion Act as the nation's first public-private partnership to promote the United States as a premier travel destination and to communicate U.S. travel policies and procedures to worldwide travelers. The organization’s mission is to increase international visitation to the USA in order to fuel the U.S. economy and enhance the image of the United States worldwide. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA. According to studies by Oxford Economics, over the past five years Brand USA's marketing initiatives have helped welcome 5.4 million incremental visitors to the USA, benefiting the U.S. economy with more than $38 billion in total economic impact and supporting, on average, more than 51,000 incremental jobs a year.
For industry or partner information about Brand USA, visit TheBrandUSA.com. To discover more about the USA and the boundless diversity of American travel experiences and authentic, rich culture, please visit Brand USA’s consumer website VisitTheUSA.com and follow Visit The USA on Facebook, Twitter, and Instagram.
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