Capturing the essence of “What Happens Here, Stays Here” (WHHSH) and adult freedom, Las Vegas will unveil its limited edition #WHHSH Beer this month during one of the crucial nation’s largest music and humanities festivals in Palm Springs, April 16-17. Guests will celebrate the revealing of the destination’s craft brew with performances by chart-topping artists, delicious culinary offerings from top Vegas’ eateries, beauty services from the leading glam squads of the Strip, surprise celebrity guests and far more.

#WHHSH Beer would be the first of Las Vegas’ limited edition #WHHSH products to be introduced. Because the newest portion of the enduring WHHSH campaign, these unique products allow Las Vegas to increase its appeal beyond travel and tourism, engage audiences in some way that no other destination does, in addition to create a tangible extension of the famous Vegas experience.

“#WHHSH Beer captures the energy and excitement of Las Vegas,” said Cathy Tull, senior vice chairman of selling for the Las Vegas Convention and Visitors Authority (LVCVA). “We are thrilled for the Las Vegas brand to continue to adapt and expand with the creation of our signature #WHHSH products.”

Crafted locally in Las Vegas by Tenaya Creek Brewery, #WHHSH Beer is a straightforward drinking, pale ale with hints of citrus and pine making a cool, clean finish. The exclusive beer will only be available at select Las Vegas sponsored events.

“As the primary endeavor to include products into the WHHSH campaign, we would have liked to make something fitting for Las Vegas and, most importantly, we would have liked to convey what the Las Vegas brand stands for,” said Arnie DiGeorge, executive creative director at R&R Partners, the LVCVA’s integrated marketing agency of record. “What Happens Here, Stays Here has always been in regards to the freedom to be and do in Vegas what you can not at home. We felt that #WHHSH Beer is the easiest embodiment of that and a reminder of what awaits while you embrace the Vegas lifestyle.” 

Giving visitors permission to do things in Vegas that they wouldn’t normally do, Las Vegas’ famous WHHSH campaign is without doubt one of the most recognizable destination marketing campaigns on this planet. It was first introduced in 2002 to overwhelmingly positive feedback and has since received widespread recognition, including induction into the Madison Avenue Advertising Walk of Fame. 

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