Laughlin has initiated a new marketing campaign designed to spotlight the resort town's relaxed and friendly atmosphere. Titled “Keep It Floaty,” the campaign emphasizes a laid-back vibe and easygoing approach, presenting “decidedly unexpected twists on quintessential Laughlin.” The campaign features a distinct character described as a deeply tanned older gentleman with a lean, muscular build, wearing a cowboy hat, long gray hair, and a thick, curled handlebar mustache. This character is shown floating through a resort restaurant on a lounge chair in one advertisement and across a casino lobby on a jet ski in another, illustrating the campaign's playful creative.
The "Keep It Floaty" campaign was developed by R&R Partners, the advertising agency also utilized by the Las Vegas Convention & Visitors Authority (LVCVA). While the LVCVA primarily focuses on promoting Las Vegas for both leisure and business travel, the government agency is also tasked with marketing other regional destinations, including Laughlin, Mesquite, and Boulder City. The LVCVA, in a release, noted that the destination offers varied possibilities that align with the campaign’s playful creative, such as boat trips on the Colorado River, stone labyrinths nestled in the scenic Mojave Desert, and golf across six area courses. Additionally, Laughlin's entertainment calendar features diverse performances, ranging from musicians like Nelly and Lil Jon to holiday shows.
Laughlin, located approximately 90 miles south of Las Vegas, welcomes around 1.5 million visitors annually. The town bears the name of gaming pioneer Don Laughlin, who recognized the area's tourism potential. In the early 1960s, Don Laughlin invested $250,000 to acquire a small eight-room riverfront motel. His Riverside Resort opened in 1966, quickly becoming known for its 98-cent all-you-can-eat chicken dinners. The town's name itself is rooted in this history, as a US Postal Service inspector reportedly suggested that Laughlin provide the riverfront development with a mailing address, and "Laughlin" was the name proposed. The famous quote, "I followed his advice. He suggested ‘Laughlin,'" reflects this moment in the town's founding.
The community is home to eight casinos and several gaming taverns. These include Don Laughlin’s Riverside Resort, Aquarius Casino Resort, Avi Resort & Casino, Edgewater Casino Resort, Golden Nugget, Harrah’s, The New Pioneer, and Tropicana. The town's gross gaming revenue (GGR) has seen fluctuations in recent years. In 2025, GGR totaled $493.5 million, marking a 2.4% gain over 2024 figures. However, this total remained 3.4% below the $511.1 million reported in 2023. Prior to the COVID-19 pandemic, Laughlin casinos experienced a period of sustained growth, with six consecutive years of GGR gains from 2014 through 2019. Since the pandemic, the gaming industry has shown variability, with year-over-year increases in 2021, 2022, and 2023, followed by a decrease in 2024, and then an increase again in 2025. Through August 2026, Laughlin's GGR stood at $337.1 million, representing a 0.6% increase. Beyond its casino resorts, Laughlin, often described as an oasis on the Colorado River, offers a variety of water sports, boating experiences, and hiking trails, further enhancing its appeal to visitors seeking outdoor activities.
