Monthly Archives: September 2015

Recapping the 2015 Nevada Legislative Session

As is the case every two years, R&R’s Nevada GPA team was deployed to Carson City for the Nevada Legislative Session.

And while this in now way comparable to the troops to who protect our freedoms daily, whose service we can never repay – we can in some ways relate to what it’s like to spend several months away from home, on a mission to protect our clients and what we believe in. And we did go through quite a few battles in the process.

The 78th Regular Session of the Nevada Legislature began February 2, 2015 and concluded in the early morning hours of June 2. Throughout the session, the Assembly introduced 498 bills and the Senate introduced 515 bills, for a total of 1,013 for the Legislature to consider.

The 2014 general election had a strong impact on the 2015 session. While the “red wave” caused an unprecedented number of Republicans across the country to be elected, Nevada experienced some of the highest turnover in the nation. For the first time since 1929, Nevada has a Republican Governor and Republican control of both Houses.

The makeup of the Legislature became very important since the main priority of the Governor, most of Legislative leadership, and much of the business community was to raise additional revenue to ensure that education and essential services were properly funded. With a two-thirds supermajority required to pass any revenue or tax proposal, the Senate needed 14 votes of its 21 members, and the Assembly needed 28 votes from its total of 42 members.

During the State of the State speech, the Governor presented his vision for a “New Nevada,” declaring education to be a top priority, outlining reforms and calling for a significant tax increase to fund those reforms. Consequently, the session primarily focused on various K-12 education reforms, including: expanding school choice; improving under-performing schools; increasing English Language Learner (ELL) programs; creating a “read by three” program; enhancing teacher incentives and professional development; reducing class sizes; and expanding breakfast in the classroom, among others. The 2015 Legislative Session was historic due to passage of a nearly $7.4 billion budget with between $1.3 and $1.4 billion in additional revenue with a focus on investing in education.

The Nevada Revenue Plan, the Governor’s compromise tax plan, blended elements of the many different proposals considered during the session. The new plan sets the Business License Fee at $500 for corporations and $200 for all other businesses, increases the Modified Business Tax to 1.475 percent of the total wages paid by businesses that exceed $50,000 quarterly, and increases the payroll tax on mining companies to 2 percent. It also enacts Nevada’s Commerce Tax, applicable to businesses whose Nevada revenue exceeds $4 million annually, but allows a 50 percent deduction of the Commerce Tax for businesses which also pay the MBT.

One of the major issues of the session was whether or not transportation network companies (“TNCs”) such as Uber and Lyft could legally operate in Nevada. Met with strong opposition from the heavily-represented cab companies, the Uber lobbyists were ultimately successful in legalizing TNCs, with widespread support from Nevada residents and bipartisan support from Legislators.

The GPA team hit the ground running, covering several hundred bills for approximately 25 clients during the course of the session.

A few highlights include:

Passing laws to help children…

One of Governor Sandoval’s signature legislative priorities this session was strengthening Nevada’s anti-bullying laws. The Governors proposal created the Office for a Safe and Respectful Learning Environment within the Nevada Department of Education, established a 24-hour hotline to report incidents of bullying, and imposes strict requirements on school officials to investigate and report bullying. The budget allocates $16 million for a grant program for schools to provide a social worker in each school to help carry out the new provisions, while a companion bill created the “Safe to Tell Program” which requires the Office for a Safe and Respectful Learning Environment to establish a program enabling any person to anonymously report any dangerous, violent, or unlawful activity which is being conducted or threatened to be conducted on the property of a public school.

Passing laws to help animals…

To create consistency with federal guidelines, Nevada limited the state definition of “service animal” to conform to the federal definition under the Americans with Disabilities Act. Only dogs or, under certain circumstances, miniature horses can qualify as service animals under this definition. This prevents people from seeking to bring animals ranging from cats to pythons into hotels and casinos and claiming that they must be allowed to do so because they are service animals.

Even passing laws on ourselves…

The legislature also placed significant limitations on lobbying expenditures. The bill prohibits (effective January 1, 2016) a lobbyist from making a gift to a member of the Legislative Branch or a member of his or her immediate family, whether or not the Legislature is in session. “Gift” is very broadly defined to include “any payment, conveyance, transfer, distribution, deposit, advance, loan, forbearance, subscription, pledge or rendering of money, services or anything else of value, unless consideration of equal or greater value is received.”


Media: Monthly media trends & insights

What trends are shaping media buys and our clients’ industries? We’re taking an inside look at online gaming legislation, Nielsen’s findings on the LGBT consumer, Millennials and their media consumption habits, and a recent press release event hosted by the agency.


California Skies Blue, Online Poker Gray

Currently, Nevada, New Jersey and Delaware are the only states with legally regulated online gaming. January 2015 saw California Assemblyman Reggie Jones-Sawyer introduce a bill known as the Internet Poker Consumer Protection Act of 2015, hoping to bring California out of the gray area, described as not illegal but unregulated. Simply, the bill would regulate online gambling while ensuring the protection of California players. In the beginning of August, many world-reknown poker players gathered for a tournament in American Canyon Napa to support the initiative “Let California Play.” However, with all the support this movement has gathered, there are still many obstacles in the form of Native American tribes, backlash from opposing politicians, and even disagreement within the pro-iPoker camp. While progress has been made, California still faces an uphill battle.


Millennials, Growth and Media Consumption

Once a neglected and possibly underserved target demographic, the latest U.S. Census data reports that Millennials (born between 1982 and 2000) now outnumber Baby Boomers 83.1 million to 75.4 million. Representing more than one-quarter of our nation’s population, Millennials are more diverse than previous generations with over 44 percent belonging to a minority race or ethnic group.

The currency of the media industry is attention and with media consumption habits varying across different age groups, it is imperative to recognize and then segment the target demographic(s) accordingly rather than a one-size-fits-all approach. The following graph displays the percentage of time spent per day with each medium, comparing Millennials versus the overall population.


Proudly Setting Trends, Nielsen’s 2015 LGBT Consumer Report 

Nielsen recently released its LGBT Consumer Report in honor of this summer’s Pride celebrations. The goal, highlights the LGBT consumer and displays the impact they have on numerous industries. These consumers are described as trendsetters and tech-enthusiasts, showing “unique levels of engagement across various consumption areas.” This update illustrates the LGBT audience’s impact on media combined with their purchasing behavior as consumers in relative fields to the resort/hospitality industry.

Content is key in capturing an audience, cable and network TV and recognize that 72 percent of viewers are watching a show containing a lead, supporting or recurring LGBT character as outlined in the following graph.

















Across all music channels, the LGBT audience shows higher levels of engagement than non-LGBT. Overindexing in subscribing to streaming music services (126 i.e., 26% more likely) and going to see a DJ they know perform (150 i.e., 50% more likely) further solidifies their description as tech-forward trendsetters.

Transitioning from media consumption to a hotel-related consumer field, there was one purchase category (useful for when you have acquired this guest on property) that cannot be ignored − food and beverage. Alcoholic beverage categories within the audience showed a significantly higher household spend when comparing against non-LGBT households. Wine indexed at 148, liquor at 135 and beer at 127, prompting the question of whether there could be an introduction of a more diverse creative and content campaign in the F&B segment.


R&R Resources+ MGM National Harbor Press Release Event 

Former Nevada Congressman Steven Horsford recently announced that his firm R&R Resources+ will lead the brand marketing efforts for MGM National Harbor, the $1.3 billion gaming resort under development in Prince George’s County, Maryland. The project is scheduled to open in the second half of 2016.

Through its status as an independently owned minority business enterprise (MBE), R&R Resources+ will be charged with a specific focus on diversity marketing, corporate social responsibility and workforce strategy, assisting MGM Resorts International (MGMRI) in developing authentic minority outreach and partnerships in the capital region. MGM National Harbor joins the R&R Resources+ portfolio of clients.

As a minority investor in R&R Resources+, R&R Partners will also join the MGM National Harbor project, bringing its unique brand of travel and tourism expertise. In honor of the new partnership, R&R Resources+ joined R&R Partners to host a launch event on the rooftop of the R&R Resources+ headquarters in downtown D.C., overlooking the Capitol Building. Among the guest list of more than 300 confirmed attendees were esteemed members of the media, political figures and MGMRI executives, all who gathered to celebrate the joyous occasion. See photos from the event below.

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