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MSG Entertainment, Las Vegas CVA Team Up for Concert Series

NEW YORK (CelebrityAccess MediaWire) — MSG Entertainment, the Las Vegas Convention and Visitors Authority (LVCVA) and R&R Partners, LVCVA's agency of record, will present the first-ever official MSG Concert Series with Las Vegas as its exclusive presenting sponsor. Never before has Madison Square Garden packaged all of its concerts under one umbrella sponsorship and marketed them as a single concert series.

The Only Vegas Concert Series at The Garden will launch during November with acts ranging from Guns 'N Roses to Andrea Bocelli in the Arena. Each subsequent concert through September 2007 will feature highly visible Las Vegas messaging, from the moment visitors approach the Garden to the moment they leave. From signage in the mall area, on mezzanines, turnstiles, stanchions, a Lucky #7 ticket window and more, to a lock-up logo underneath the scoreboard, to video loops on the MSG marquee and Garden Vision, patrons will come away from their time in the Garden with Las Vegas on their minds.

"There is no other venue with the depth and reach of Madison Square Garden in the world – it continues to showcase a multi-faceted line-up of history-making concerts and events that attract sold-out audiences again and again," said Jay Marciano, president, Madison Square Garden Entertainment. "We are at a point in our history where we are looking to strategically associate our unparalleled collection of assets with partners that can benefit from an association with a brand as powerful and beloved as ours. We are thrilled that R&R Partners recognized the value of that association and came on board in this ground-breaking new deal for Las Vegas."

"New York is a key target market for the Las Vegas brand and the quality of Las Vegas entertainment is one of our primary messages," said Rob Dondero, executive vice president of R&R Partners. "Our partnership with Madison Square Garden delivers on two levels — an efficient buy in a tough media market and an association with one of the premier music venues in the world. We want people to leave the Garden after a concert wanting to follow their favorite acts to Vegas. The top names in the world all play our stages, just as they do at MSG."

According to Dondero, the Only Vegas Concert Series at The Garden is the cornerstone of R&R Partners' music strategy for Las Vegas, positioning the city as a broad-based juke box to the world. — Bob Grossweiner and Jane Cohen