The city of Las Vegas is a melting pot of American opportunity, fantasy, and decadence. From its wild west roots, the desert flower blossomed into a modern paradise of leisure. The fundamental philosophy of Las Vegas is if you can dream it, they can build it in “the city that never sleeps”. Established in 1905, Las Vegas is one of the most famous and recognizable tourist and gambling destinations in the world. According to the Las Vegas Convention and Visitors Authority over 42 million visitors, each year take advantage of “sin city”.1 Due in part to such brilliant advertising campaigns as, “What happens here, stays here”, which was adopted by the city in 2002. 2 Using the unique advertising technique of wrapping itself in neon glitz’s