Las Vegas, Nevada—America’s most famous city of sin—is looking to rebrand.
After a deadly mass shooting on Oct. 1, Las Vegas’ 14-year-old tourism motto, “What happens here, stays here,” no longer felt appropriate to city tourism officials, the Associated Press reports. The catchphrase, used since 2003, refers to the high debauchery for which the city is famous. But in the wake of the tragedy, the city put it on hold.
The evening of the attack, R&R Partners, the agency for the Las Vegas Convention and Visitors Authority (LVCVA), swiftly pulled (paywall) all its ads with the irreverent slogan. The slogan isn’t permanently retired, but for now you won’t find it on any official city marketing. “We will return to What Happens Here Stays Here when appropriate and we will know this by listening and communicating with the guests,” a spokesperson from LVCVA writes in an email.
“It would be completely insensitive to go out with a sort of carefree, have fun, let loose kind of message,” R&R told the Las Vegas Review-Journal earlier this month. “We’ve canceled all of our current advertising for now.”
In the meantime, R&R is in the market for a new motto. They’re currently trying out #VegasStrong, the hashtag people used in the aftermath of the attack to express solidarity with the city and victims.
This post has been updated with comment from the Las Vegas Convention and Visitors Authority.