Posted on: Sunday, December 2, 2001

Not just any 'Butler' will do for Reno ads

Associated Press

RENO, Nev. — More than 100 men of various sizes and occupations turned out to audition for the role of "Sterling the Butler," northern Nevada's next icon.

Contenders flashed their pearly whites at the camera last week, hoping to win a yearlong gig promoting the $105 million expansion at the Reno-Sparks Convention Center, set to open in July.

The winner will appear as Sterling the Butler on billboards and in newspaper and television ads as part of the region's latest effort to lure convention and trade show business.

"I'm pretty sure I'll get teased pretty hard by my friends for doing this, but I've done some other work for the Peppermill, appearing in commercials and in ads, so I figured I'd try this," said 52-year-old Dean Albright.

After delivering a short biography to the camera, the silver-haired accountant lifted an imaginary lid from a silver platter and leaned forward in a welcoming gesture.

"You rang? Sterling here at your service," he said, smiling.

Friendly, dependable service is the main message the Reno-Sparks Convention & Visitors Authority wants the imaginary character to convey, said Deanna Ashby, the agency's marketing director.

"With Sterling, we want to be able to make the claim that you will receive impeccable service at the convention center," Ashby said. "We want to give the building a personality."

But not just any personality.

Sterling the Butler has to be rugged but elegant, fit and attractive like Tom Selleck of television's "Magnum P.I." or an aging George Clooney. And he has to be skilled at skiing and other outdoor sports, Ashby said.

Finally, the perfect Sterling has to live here.

A panel of community members will pick the winner from a list of 10 finalists.