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NEVADAN AT WORK: Twenty-year veteran of openings prepares for CityCenter




The inside joke among his public relations colleagues is that Alan Feldman is the most powerful person on the Strip.

Local, national and international journalists seeking interviews with MGM Mirage's corporate executives, or anyone at the company's nine Strip resorts, have to go through Feldman.


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  • An account executive for Hill & Knowlton in Los Angeles when he arrived in Las Vegas to supervise communications for the opening of The Mirage, Feldman learned after two decades not to take himself too seriously.

    "What a complete confused point of view that is," Feldman said, laughing at his perceived influence. "I never thought I was powerful in any way, shape or form. My wife is happy to remind me of that if I should lose sight of reality."

    The opening of The Mirage, which celebrates its 20th anniversary Nov. 22, was the first in a long line of important Las Vegas events -- good and bad -- for which Feldman oversaw communications. He spent 10 years with Mirage Resorts and the past 10 years as senior vice president of public affairs for MGM Mirage.

    Feldman helped open Treasure Island -- which included the implosion of the Dunes, the Strip's first public demolition -- and Bellagio. Next month, Feldman leads communications efforts for the opening of the $8.5 billion CityCenter.

    Feldman has been through two corporate mergers -- MGM Grand's $6.4 billion buyout of Mirage and MGM Mirage's $7.9 billion purchase of Mandalay Resort Group in 2005. He's also advised some of the casino industry's most high-profile executives, including Steve Wynn, Terry Lanni and Jim Murren.

    Feldman handled communications in bad times: the terrorist attacks of Sept. 11, 2001, and the impact on the tourism industry; Hurricane Katrina's devastation of the Gulf Coast casino community; the economic crisis that led to near bankruptcies of MGM Mirage and CityCenter this year; and the 2003 tiger attack on Roy Horn of Siegfried & Roy that ended the entertainers' Strip showroom career.

    Through all the milestones, Feldman said he is proudest of being part of the group that established the National Center for Responsible Gaming and his current service on the board of directors of the Las Vegas Performing Arts Center Foundation. Later this month, during the Global Gaming Expo, the American Gaming Association will award Feldman a lifetime achievement honor for communications.

    Question: What was your of knowledge of Las Vegas in 1989?

    Answer: I honestly didn't much care for it. I had been here six times and my experiences weren't that pleasant.

    I ran the Mirage team for Hill & Knowlton and we met with everyone in September before the opening. Steve and Elaine (Wynn) described a Las Vegas that was foreign to us. It was the Las Vegas they envisioned and not necessarily what you could see at the time. We had an extensive tour of The Mirage and we saw it was something totally different, like nothing else in Las Vegas. I'm having that same experience again, 20 years later, with CityCenter.

    Question: What brought you to Las Vegas permanently?

    Answer: After The Mirage opened, media calls kept coming. A decision was made a few months later to bring in someone with experience. I interviewed several candidates for a potential director of public relations position. I had already decided to leave Hill & Knowlton. I was asked to come to Las Vegas. It seemed like a fun adventure. By the time I joined the staff, (the opening of Circus Circus') Excalibur was around the corner and Steve was already talking about the hotel next door (Treasure Island).

    Question: Can you describe the excitement surrounding The Mirage, the Strip's first new resort in 15 years?

    Answer: I would love to say that we planned it all out, but the strategy was mostly managing the flood of calls, requests and proposals. We still had to be proactive, but managing all the interest in the property was so intense and it was something like 80 percent of the job. The Mirage kept its promise. If it had not, no one would have come inside.

    Question: What was your relationship like with Steve Wynn?

    Answer: Our relationship was formed when he was my client. He owned the place and I worked for the agency that represented The Mirage. My job was to give him counsel when he asked. It was up to him whether he wanted to take that advice. My point is that whatever happened was his call.

    That never changed when he became my boss. He would tell me what he would want to do. I would either say, "Great," or I would tell him the possible outcome. Whichever way he went, that was fine. That may have distinguished me from others in similar positions. There are people who view the role of counselor as one whose advice must be taken. Your role is to give perspective. Your client makes the decision.

    Question: Can you compare the opening of The Mirage and the opening of CityCenter?

    Answer: This project is profoundly more complex than The Mirage, which is still a very special property.

    Las Vegas is completely a different place. In 1989, we had to convince people that a hotel would be worth talking about. Today, everyone wants to know what's new and hip.

    The bar has been raised high, and CityCenter has to cross it by a significant margin. I have no doubt that it does and it will. Add the drama of the economic times we find ourselves, and this is an incredibly important moment for our company, this city and the state.

    Question: Do you have any special moments in your career?

    Answer: Opening day of The Mirage was magical. The people inside had no idea of the huge crowds waiting. I remember standing behind a pillar when the doors opened and the lobby was filled with people. They just started applauding. It was the damndest thing I've ever seen.

    The reopening of the Beau Rivage (in Biloxi, Miss.) was incredibly emotional. It came on the one-year anniversary (of Hurricane Katrina) and there were memorials up and down the Gulf Coast. It was a profoundly sad day, but in the middle of it were our employees marching up the driveway, happy to be going back to work.

    Contact reporter Howard Stutz at hstutz@reviewjournal.com or 702-477-3871.

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    Note: Comments made by reporters and editors of the Las Vegas Review-Journal are presented with a yellow background.

    MGMEYE2nd show wrote on November 11, 2009 10:08 AM: Hanah:

    I cannot tell you my line of work. I would not ask you. However, I can tell you I am deep within the bowels of a/the casino. You are looking in from the outside. One must have credibility to analyze facts and deliver conclusions. Your comments are global and do not address my issues. Did you visit Yahoo Finance as linked? Have you spent time at an MGM Mirage casino and witnessed intoxicated individuals gambling? Have you researched the educational backgrounds of MGM Mirage executives and operational VP's including Mr. Feldman's (reread the above article).

    You are correct Mr. Feldman is a "spin doctor" he is the chief propagandist. Yet his overall objective is to protect the corporation's "ego." A corporation, particularly MGM Mirage (more a closed corporation than a public corporation)is covered by a thin veil behind which lurks the corporate ego with all its self interests and dark secrets. If the veil opens ever so much the public will see the corporation for what it is. So, Mr. Feldman is the keeper of the veil and as you stated the "spin doctor." Actually, a spin doctor is technically a primitive title for a propagandist.

    By the way going green is no big deal. Tax subsidies, depreciation and amortization makes it economically feasible. Corporations like MGM Mirage do nothing out of charity--there must be a pay-off always calculated in dollars and cents. The calculation never includes living beings if they must--out of necessity--be placed within a cost/benefit analysis they are always batched and converted to a monetary value. Consequently, MGM Mirage can never make a decision without this conversion. By the way the casino will still be full of smokers. Why smoker? Because of the cost/benefit analysis. Lost gamblers/healthy employees converted to dollars.


    hanah wrote on November 10, 2009 02:23 PM: I would be interested to find out what line of work both Mgmeye and city cemetery are in, as their comments completely discredit a section of Las Vegas that supports many aspects of its community. City Center is a one of a kind unique project with certification for green living (the first hotel in this state). Yes, unfortunately people were hurt or killed in its construction, but it is a risk that those workers are aware of when they accept the responsibility. I have lived in Las Vegas all my life and I can say I am hard pressed to find a Spin Doctor like Mr. Feldman who is as honest and forth right with his community. He is involved because he cares. He could hide under the corporate umbrella but instead he stands in the rain and tells it like it is. The Las Vegas community is lucky to have such a good hearted person in this role.


    MGMEYE wrote on November 09, 2009 08:29 AM: To be a good propagandist one must be a good actor. A short stint in theater school probably helped. As City Cemetery stated it is amazing how many executives and operating VP's within MGM have incomplete or limited education. Of course, the financial schemers and legal wheelers have to have the credentials.

    Mr. Feldman needs to get out a bit more. I have observed too many times to count, at MGM's crown jewel, pit bosses and floor supervisors allowing critically intoxicated gamblers to keep on "gaming" until they cause a scene, pass out or loose their bankroll. Truly, it's a cruel scene to witness. Disgraceful, no need to be proud of your National Center for Responsible Gaming (Gambling).

    It should be pointed out that Mr. Feldman is not simply an executive but is also an insider with a stake or strong financial interest in the company. Most insiders for some inexplicable reason could foresee the future during the later part of 2007 and early 2008 and cashed out their stock holdings and options. Mr. Feldman was just a tad late (probably because he does not office with the big boys)but still made a pretty penny. No one officially--has to date-- questioned the timing of these transactions. In hindsight it sure looks like a feeding frenzy. Can you comment Mr. Feldman? See links below:

    http://finance.yahoo.com/q/it?s=MGM


    Carl wrote on November 08, 2009 11:47 PM: Just what exactly does Alan Feldman do on a day to day basis? His position is dead weight within MGM - what a farce.


    Ashley: Team Feldman wrote on November 08, 2009 11:37 PM: First of all "Bob," you've obviously never met Alan Feldman or you'd know better than to make such an outlandish remark. Then again, your lack of proper capitalization and punctuation shows your level of education. Speaking of education, "City Cemetery," why don't you do a bit of research on the building of other hotel operations and come back with some comparative numbers for us? As for Feldman's personal level of education, regardless of university credits, (which he has earned) he has EXPERIENCE and charisma. That's something they don't teach you in a classroom. You would be hard pressed to find anyone to handle his position with half his class.


    Greg wrote on November 08, 2009 06:29 PM: RE: Bob

    Alan Feldman is a good guy. Alan gets trotted out under the best-worst circumstances to deliver the official corporate statements, not an easy job.

    Hopefully, MGM Mirage won't build a big company bonfire like before major college football games to promote the City Center opening and ask Alan to light the first match.


    bob wrote on November 08, 2009 02:44 PM: this guy is a joke..... worst pr person in the state.


    City Cemetery wrote on November 08, 2009 12:20 PM: City Cemetery is creepy. Who would go to a place where so many died in constructing this monstrosity? City Cemetery is a misfit on the Strip.

    Another example of a guy with virtually no education can make it in Las Vegas. Good luck.