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Mob Museum's Black History Month Event PR Campaign | Vox

Winner of a 2023 Pinnacle Award by the Public Relations Society of America

The Project

The Mob Museum, the National Museum of Organized Crime and Law Enforcement, provides a world-class journey through true stories—from the birth of the Mob to today’s headlines. This year, the Museum, in partnership with the Historic Harrison Guest House, set out to commemorate Black History Month with a distinctive event paying tribute to the iconic Moulin Rouge – Las Vegas’ first racially integrated hotel-casino. The program titled “A Night at the Moulin Rouge: Celebrating the Iconic Las Vegas Resort Through Memories and Music” included a dynamic and rousing musical tribute reminiscent of a night in the Moulin Rouge lounge as well as a notable panel discussion.

Guests enjoyed the lineup of musicians, tap dancers and singers. Entertainers Paris Red, Ivery Wheeler and Leon Gilliam wowed the audience both in their performances and with their sparkling attire. Attendees also learned about the Moulin Rouge’s history as well as its legacy as a catalyst for civil rights reform in Las Vegas from former property employees and prominent community figures who experienced the Moulin Rouge at its height. To round out the event, the Museum also displayed a pop-up exhibit of Moulin Rouge ephemera for guests to view.

The Results

The month prior to the Moulin Rouge event, The Vox Agency distributed a news release to local, regional and national media announcing the upcoming program at The Mob Museum. The Museum also used this information to approach prospective event sponsors. The effort secured media coverage in the Las Vegas Review-Journal, Las Vegas Weekly, USA Today and three out of the four local broadcast stations in Las Vegas. These stories highlighted the roster of talented performers and notable speakers, as well as the significance of the tribute for Black History Month.

  • “About one hundred people packed inside The Mob Museum courtroom swayed and clapped Thursday night as jazz and dance transported guests back almost 70 years to what it was like inside a once-iconic Las Vegas institution.” – Las Vegas Review-Journal
  • “‘The Moulin Rouge and its impact on the Black community and the role it played in the desegregation of Las Vegas can’t be understated,’ says Shakala Alvaranga, director of public programs for The Mob Museum: National Museum of Organized Crime and Law Enforcement in Las Vegas. Alvaranga’s recent sold-out Black History program, ‘A Night at the Moulin Rouge,’ spotlighted dancer Anna Bailey; Sammy Davis Jr.’s adopted son, Manny Davis; and Katie Duncan, who worked at the real-life Moulin Rouge.” – USA Today