JUMPING THE SHARK

"WHAT HAPPENS IN VEGAS, STAYS IN VEGAS!", ONE OF AMERICAS MOST POPULAR ADVERTISING TAG LINES. ON SEPT.15, 2007 O.J. SIMPSON USED THE LINE WHILE JOKING WITH REPORTERS, AND TRYING TO MAKE LIGHT OF HIS LEGAL PROBLEMS IN VEGAS REGARDING THE BREAK-IN AT THE PALACE CASINO MEMORABILIA SHOP.

EXPERTS AGREE THAT AT THIS POINT IN TIME, WHEN OJ USED THE LINE, "WHAT HAPPENS IN VEGAS STAYS IN VEGAS" OFFICIALLY "JUMPED THE SHARK".

"JUMP THE SHARK" IS A TERM COINED IN TELEVISION THAT REFERS TO WHEN A GOOD TV SHOW GOES BAD, FROM AN EPISODE OF "HAPPY DAYS" WHEN A WATER-SKIING FONZIE JUMPED OVER A SHARK. THOUGH THE SHOW CONTINUED TO PULL MASSIVE RATINGS YEARS LATER, SOME FANS CONSIDER THE SHARK JUMPING THE BEGINNING OF ITS DECLINE.

"JUMPING THE SHARK", IS PURELY SUBJECTIVE, AND NOT NECESSARILY THE PRECISE MOMENT WHEN THINGS TURN BAD. IT'S JUST AN INDEFINABLE INSTANT WHEN THINGS STOP GETTING BETTER.

IT'S NOT JUST THAT THE TAG LINE WAS USED TO JUSTIFY AN ALLEGED ROBBERY THAT'S RESULTED IN A LIST OF CRIMINAL CHARGES. IT'S THAT ONE OF THE COUNTRY'S MOST REVILED PUBLIC FIGURES USED IT WHEN THE SPOTLIGHT WAS ON HIM FOR ALL THE WRONG REASONS.

SO WHAT WILL VEGAS USE TO REPLACE THE, "WHAT HAPPENS HERE, STAYS HERE" TAG LINE? ARE YOU READY? AND YOU READ IT HERE FIRST:

"YOUR VEGAS IS SHOWING"

Plagiarized from David G. Schwartz, Director of the Center for Gaming Research at the University of Nevada, Las Vegas.