The naming of casinos in Las Vegas, Nevada, is an essential ingredient in the design of the city's entertainment landscape. More than 300 names have been used in the naming of gaming in Las Vegas since 1955. They occur in seven dominant patterns: 1) luck and good fortune, 2) wealth and opulence, 3) action, adventure, excitement and fantasy, 4) geography, 5) a certain moment, era, or season, 6) intimacy and informality, and 7) "power words" commonly used in the naming of businesses. The

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... s are described and analyzed from the perspective of the evolution of Las Vegas. Regional variations between the Las Vegas Strip, Downtown Las Vegas, and suburban Las Vegas are also discussed. The names provide a powerful means of evoking senses of place, images, and identities for the casinos. They underscore the interpretative subjectivity and plurality of the relationship between people and commercial urban environments.