Las Vegas tourism execs are ready to release their new marketing slogan which might put a minor twist on the iconic “What Happens Here, Stays Here” advertising motto.

Early December, the Las Vegas Convention and Visitors Authority (LVCVA) hinted a forthcoming change to its old city slogan. A number of celebrities were involved in promoting the update.

Aerosmith frontman told a crowd of cheering fans, “When I say, ‘What Happens Here,’ you say, ‘Only Happens Here.’” Tyler added on Instagram, “You know we only do ‘Amazing’ things. Which is why we’ve teamed up with #Vegas to create the next big thing for the city. Find out more January 26th 2020!”

January 26 celebrates the 62nd Grammy Awards. At 8 pm ET, the music awards show airs live from the Staples Center in Los Angeles. Lizzo has the most nominations with eight.

Will It Be Only Vegas?

Chances are that the LVCVA’s new marketing slogan will be, “What Happens Here, Only Happens Here,” or simply “Only Vegas.” The hashtag “OnlyVegas” has quickly become a common social media tag.

As reported by, R&R Partners, the advertising agency which created, “What Happens Here, Stays Here,” was again appointed by the LVCVA to refresh the motto.

R&R CEO Billy Vassiliadis told USA TODAY, “One of the things we’ve known for years in Las Vegas is there’s a feeling people only get here. That feeling is tied to an experience that is unique and they can’t get anyplace else.”

The LVCVA has bought two 60-second ad spots which will air countrywide around the time Aerosmith performs live. Currently, the group is amid a Las Vegas residency at MGM’s Park Theater. The show continues through early June.

What Happens History

“What Happens Here, Stays Here” was deployed in 2003 as a result of a need to market Las Vegas as a place other than just gambling. A year of research found that visitors felt a deep personal freedom while in Sin City.

R&R’s case study concluded, “In short, the freedom to be someone we couldn’t be at home. And freedom from whatever we wanted to leave behind in our daily lives. Just thinking about Vegas made the bad stuff go away. At that point, the strategy became clear. Speak to that need. Make an indelible connection between Las Vegas and the freedom we all crave.”

Aerosmith isn’t the only star in on the new slogan. Last month Shania Twain posted, “@vegas is full of secrets… I just learned about another one. Stay tuned 1/26/20.” Also, Lady Gaga bandleader Brian Leader posted a video on social media with him saying, “What happens here? You’ll just have to wait until January 26th to find out.”

Gaga is doing a residency at the Park Theater like Aerosmith. Twain is staying at Planet Hollywood’s Zappos Theater.

Old Motto Retired

FOX Business informs Steven Hill, CEO of the LVCVA, has told sources that on January 26, the “What Happens Here” tagline is being officially retired. The city will concentrate on marketing the Strip as the world’s top convention and vacation destination.

In 2019, more than 39 million people visited Sin City, an increase of 0.5 percent. Strip hotels maintained a residency rate of 92 percent on an average nightly rate of $143 – up three percent.

Each year, the LVCVA spends nearly $100 million to promote the nation’s gambling capital.