Las Vegas is known as the entertainment capital of the world and for its iconic expression, “What Happens Here, Stays Here.” But few know that for 21 consecutive years Las Vegas has been the #1 business destination in the United States for domestic and international visitors. And staying #1 can sometimes be harder than getting to #1. The Las Vegas Convention and Visitors Authority (LVCVA) and R&R Partners have been working with us to strengthen and diversify the Las Vegas business offering, building what will be a world class innovation business center at a new Global Business District located at an expanded Convention Center. Over the years we have conducted a range of domestic and international business idea hubs using our co-creative techniques, brainstorm and collaboration sessions, ethnography, site visits, depth interviews, audience reprioritization, quantitative monitoring, and communications testing. Using the resulting strategy to broaden the campaign, LVCVA has been able to achieve record-breaking increases in business visitation, convention attendance and hotel bookings.