Rossi Ralenkotter, a pivotal figure in the U.S. travel industry, passed away early Friday after a lengthy 16-year battle with cancer. He was 78 years old and died at Nathan Adelson Hospice, surrounded by family members, including his wife Mary Jo, five children, and ten grandchildren.
Ralenkotter served as the president and CEO of the Las Vegas Convention and Visitors Authority (LVCVA) from 2004 until his retirement in 2018.
During his tenure, he played an instrumental role in transforming Las Vegas from a casino-centric city to a premier international travel destination.
Ralenkotter joined the LVCVA in 1973, a time when Las Vegas attracted nearly 8.5 million visitors. By 2016, that number soared to a record 42.9 million, showcasing the significant growth of tourism during his 45-year career.
Under his leadership, convention attendance jumped from 357,000 to more than 6.6 million.
Ralenkotter was highly regarded for his contributions to the growth of the Las Vegas hospitality industry, as the city’s hotel inventory expanded from 29,000 rooms to over 150,000 by the end of 2024.
Billy Vassiliadis, chairman of R&R Partners, applauded Ralenkotter’s passion for Las Vegas, stating, “His passion for everything Las Vegas was unparalleled.”
Vassiliadis emphasized Ralenkotter’s global recognition as a leader in tourism, branding, and marketing, crediting him with helping elevate Las Vegas to its current status as the top destination for conventions and sports.
In an August interview with The Nevada Independent, Ralenkotter expressed pride in playing a key role in Las Vegas’ growth through his work at the LVCVA. He described the organization’s evolution from a simple sales team to a comprehensive marketing operation that thrived alongside the expansion of legal gaming across the nation.
Ralenkotter teamed up with R&R Partners to develop the iconic “What Happens Here, Stays Here” campaign in 2003, a slogan that redefined Las Vegas as more than just a gaming hub, reaching audiences both nationally and internationally for nearly two decades.
He stated, “We became successful as a destination because we mean so many things to so many people.”
Ralenkotter played a critical role in attracting large-scale events to Las Vegas, beginning with the National Finals Rodeo in 1985, which revitalized tourism during the typically slow December period.
He also successfully convinced major conventions, such as the International Consumer Electronics Show, to relocate to Las Vegas, solidifying the city’s status as North America’s premier trade show destination.
His influence extended to the establishment of the Las Vegas Bowl, an annual college football game currently held at Allegiant Stadium, and he was crucial in developing Cashman Field in 1983, home to the Triple-A Las Vegas Stars.
Ralenkotter collaborated on the naming rights agreement for Las Vegas Ballpark, which opened in 2019 for the Aviators.
His final public appearance was on September 19 at Las Vegas Ballpark, where the Aviators celebrated him with 2,500 bobblehead dolls featuring Ralenkotter wearing a Cincinnati Reds cap and a Stars jersey.
Aviators President Don Logan referred to Ralenkotter as a “Las Vegas baseball icon” who significantly impacted professional baseball in the region.
Former American Gaming Association CEO Geoff Freeman remarked that Ralenkotter “changed the game” for the tourism industry through his innovative marketing strategies that successfully established Las Vegas’s brand presence globally.
Freeman acknowledged Ralenkotter’s warm personality and kindness, which made him a reliable partner in the travel industry nationwide.
Virginia Valentine, president of the Nevada Resort Association, noted that Ralenkotter laid the groundwork for professional sports in Las Vegas by advocating for a world-class stadium to attract major events and boost tourism.
Market research, Ralenkotter emphasized, was critical to the success of his initiatives at LVCVA. He first employed market research methods as a business administration student and sought to implement similar strategies within the organization.
He revealed that prior to his arrival, there had been little to no market research performed at the LVCVA, which led him to propose the first comprehensive visitor study, updated annually to this day.
Ralenkotter underscored the importance of backing successful programs with solid research, stating, “Everything that we were successful with and were able to deliver to the resort industry was backed up with research.”
This approach ultimately contributed to Las Vegas’s success as a leading tourist destination by equipping hotel operators with necessary insights into customer preferences.
When he retired, Ralenkotter had already put plans in motion to expand the Las Vegas Convention Center, which included acquiring the former Riviera Hotel and Casino, leading to the construction of the $1 billion West Hall.
The West Hall, opened in 2021, added substantial meeting and exhibition space, further enhancing Las Vegas’s ability to compete in the convention market.
Current LVCVA CEO Steve Hill expressed gratitude for Ralenkotter’s visionary contributions that shaped Las Vegas into a globally recognized destination, vowing to carry on his legacy.
Though Ralenkotter’s career faced scrutiny due to an investigation into the misuse of airline gift cards, industry leaders and colleagues emphasized his numerous achievements.
While he retired amid the investigation, Ralenkotter acknowledged his mistakes regarding the improper use of Southwest Airlines gift cards for personal travel.
He accepted the repercussions by reimbursing the LVCVA and paying a fine to the ethics commission. In 2020, he was indicted on a felony charge and ultimately pled no contest to a misdemeanor, paying an additional fine to settle the issue.
Reflecting on his career, Ralenkotter remarked, “I think that anybody in any career that lasted as long as mine should be judged on the strength of what you accomplished.”
He believed that the investigation was merely “a small part of my career.”
Notable figures in Las Vegas’s tourism industry, including Mayor Shelley Berkley and former Mayors Carolyn Goodman and Oscar Goodman, praised Ralenkotter’s vision and hard work to expand the convention center and promote tourism.
Ralenkotter received numerous accolades throughout his career, including a Lifetime Achievement Award from the American Marketing Association in 1993, the Nevada Commission of Tourism award in 2013, and induction into the Southern Nevada Sports Hall of Fame in 2018.
He also earned the Good Scout Award from the Boy Scouts of America Las Vegas Council in 2017 and the President’s Award from the Nevada Broadcasters Association in 2018.
First diagnosed with colorectal cancer in 2009, Ralenkotter underwent multiple treatments and faced significant challenges. By early 2023, doctors informed him that further treatments were not viable.
Despite his diagnosis, Ralenkotter remained optimistic and likened his cancer battle to a baseball challenge.
As an accomplished high school athlete with a passion for baseball, he maintained a positive outlook throughout his treatment, saying, “I got up every morning and told myself I was going to get my four at-bats.”
The support he received from his family played a crucial role in his resilience during this difficult time.
Ralenkotter had a profound connection to Las Vegas, having relocated there in the early ’60s as a young boy with his family from rural Kentucky.
His dedication to both his hometown and the city he helped mold into a global destination remained unwavering.
Ralenkotter’s funeral service will take place on Saturday, October 25, at 10 a.m. at St. Viator Catholic Church, where he was a devoted member.
He leaves behind a remarkable legacy in the tourism industry and will be remembered as an icon of Las Vegas.
image source from：thenevadaindependent
