The Las Vegas Global Economic Alliance (LVGEA) has announced that it is now the Las Vegas Regional Economic Partnership (LVREP). The new name and brand identity complete an “identity reset” called for in the organization’s strategic plan, adopted by its board of directors in June 2026. The change follows a summer-long process led by a board task force and guided by a national economic development branding firm, with input from national site selection consultants.
The new identity is launching today across LVREP’s website, www.lvrep.org, and its digital channels and materials following its unveiling at the organization’s signature event, the Perspective Awards Dinner. The organization’s mission, partners and services continue without interruption.
A name, mission and vision tell prospects, partners, policymakers and funders what an organization stands for. The strategic plan identified the identity reset as a priority, finding that, because of the organization’s evolution, the previous name did not fully reflect the region it serves, its goals for economic diversification or its commitment to reaching them.
“Our name should inform a site selector, a CEO, an elected leader or a community member exactly who we are and who we represent,” said Danielle Casey, president and CEO of LVREP. “Las Vegas Regional Economic Partnership does that. It leads with one of the most recognized place names in the world, makes clear we serve the entire region, and signals that our work happens in partnership with business, government, education and community leaders across Southern Nevada.”
The name follows guidance from national site selection experts, who were surveyed for feedback multiple times during the process. Results indicated that leading with “Las Vegas” provides global recognition and a clear sense of place, and that “Regional” distinguishes the organization from individual city economic development offices. “Partnership” reflects the public-private collaboration behind the organization’s work.
“This was a deliberate, data-informed process, and the board is proud of the result,” said Lauri Perdue, chair of the LVREP board of directors. “LVREP speaks with one strong voice for Southern Nevada, and this identity positions us to compete for the investment and jobs that will diversify our economy for decades to come.”
After the board adopted the strategic plan, its Nominating and Governance Committee convened a Renaming Task Force, which met through the summer with support from a national economic development branding firm as well as local tourism and marketing experts. The review included benchmarking, screening names for conflicts and web usage, and refining multiple rounds of logo concepts.
The new logo centers on an interconnected star/spark mark. It positions LVREP as the place where people, ideas and opportunities connect, bringing business, government, education and community partners together to achieve more than any could alone. The mark nods to Las Vegas as a place of light and energy, and its upward-reaching shape conveys growth, optimism and forward momentum.
The palette pairs Deep Slate and Stone with Mineral Blue, Agave and Red Rock, colors drawn from the Southern Nevada landscape. The emphasis on “REP” in the logo ties to the brand’s theme, “Southern Nevada. Represented.”
Partners, media and stakeholders can download logos and review usage standards in the LVREP brand guidelines at www.lvrep.org/brandguidelines.
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