LAS VEGAS: MGM Mirage has hired New York-based Bullfrog & Baum to handle PR for its food and beverage operations.
The move represents the first time the casino giant has hired a firm to handle PR for the entire company's food and beverage ventures, said Jenn Michaels, VP of PR.
"We decided it was time to up the ante on all of our properties," said Michaels.
Las Vegas has become a major fine dining destination, with noted restaurants at such casinos as MGM's Bellagio and its Mirage properties. Chefs involved with MGM properties include Wolfgang Puck and Emeril Lagasse.
Michaels found Bullfrog & Baum through a referral from a colleague. The company issued no formal RFP. Michaels said she was impressed with the agency's media relations capabilities with the New York food press.
"Their primary role is in communicating with the food and beverage media daily," Michaels said of the agency. "She [agency president Jennifer Baum] is really focused on relationships with the media."
As part of its media relations work, the agency will keep MGM apprised on trends in the food press, Michaels said. Baum said, "We are their eyes and ears. Las Vegas has become a serious focal point for the food and beverage press."
MGM Mirage operates casinos in Nevada, Mississippi, Michigan, and Australia. Its Las Vegas properties include Bellagio, MGM Grand, the Mirage and New York-New York. It also owns several golf courses. It took in net revenues of $3.9 billion last year, up 3% from 2002.