Golden Phoenix courts Burning Man enthusiasts
August 26, 2004
RENO (AP) – Reno pitches itself to gamblers and Tahoe pitches itself to skiers, but in what’s believed to be a direct marketing first, the Golden Phoenix Hotel & Casino in downtown Reno is pitching itself to Burning Man buffs.
It’s offering weekday rates of $19.95 for “Burners” on their way to or from the Black Rock Desert for this year’s event, which starts Monday and runs through the following Monday – Labor Day.
So far, it’s gotten more than 140 bookings, according to Marketing Director Mark Neebling.
“We’ve identified a variety of niche markets that we believe are either underserved or have potential, and (groups) that have an affinity for this region,” Neebling said. “With the Burning Man participant, the fact that Reno-Tahoe has something that they like means we can develop some loyalty.”
The special rate is not in effect for the Friday, Saturday and Sunday of Labor Day weekend, when rooms reserved in advance will go for about $69. The $19.95 rate will be available before the weekend and for Labor Day itself.
Burning Man is an annual pilgrimage to the Black Rock Desert in northern Washoe County that combines numerous forms of artistic expression with a spirit of communal living. The event culminates in the burning of an enormous wooden “man” erected on the desert floor.