Estimates are that 4,000 to 5,000 visitors typically attend the Miss USA pageant, staying at the host cities for an average of five to six days. The Miss USA staff and crew alone spend more than $300,000 total and stay on site anywhere from two to three weeks.
Jonathan Seiden, legal counsel for Miss Universe Organization parent company Endeavor said: "You'll get a nice feature on prime time TV about the city and about the contestants leading to the event. Viewers will see downtown, your mountains, your beautiful murals ... and contestants talking about all the wonderful things you can do in the Reno-Tahoe area."
"Our fanbase shows up not just on TV but also on social media in many different ways," Seiden said. "The audience is still there - they're just in different places." Seiden also touted the event as a strong performer on the international scene. The event generates more than 100 million impressions globally and digital exposure worth $1.5 million.
"Miss USA is distributed to over 70 countries in the world," Seiden said. "When we highlight Reno-Tahoe, it won't be just for the United States but for an international audience who maybe doesn't know much about the area and may want to come visit."
Miss Teen USA pageant coming to Reno as well. By also bringing in Miss Teen USA, which will be held a couple of days before the May 2 Miss USA pageant, area hotels would be able to generate additional room nights. It also increases the exposure that Reno would get from the deal.
Miss Universe 2018 Catriona Gray also will be on hand as a guest, which should help generate additional interest.
This year will be unique by virtue of having Miss Universe in attendance. She's a superstar in the Philippines right now so a Filipino audience coming from California will also play into this.
Reno Mayor Hillary Schieve was one of the strong supporters for bringing the pageants to Northern Nevada, citing the Miss USA brand's cachet, reach and scope.