Clark County NV Archives Obituaries.....Deitch, Jim November 9, 1993
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Las Vegas Review Journal - 11/10/1993
PUBLIC RELATIONS EXECUTIVE DIES

Jim Deitch known for his creative publicity

Public relations executive Jim Deitch, who devised ad campaigns for Howard 
Hughes' hotels, had faces painted on buses, and promoted a giant thermometer 
during the 40 years he lived in Las Vegas, died Tuesday morning.  He was 67.
Deitch, a graduate of the University of Southern California, was a managing 
editor for the Las Vegas Sun before he was selected in 1962 as bureau manager 
of the Las Vegas News Bureau, formerly the publicity arm of the Las Vegas 
Chamber of Commerce.
In 1969, he was hired by the Las Vegas Convention and Visitors Authority as 
advertising director.  The same year he founded his advertising and public 
relations company, Deitch & Associates, with his partner Lois Sagel.
The company was responsible for campaigns for many of Howard Hughes' hotels, 
including the Sands, the Landmark and the Frontier, and for a campaign to 
increase riders on city buses by giving individual buses names and painting 
them with smiling faces.
"Jim was like Peter Pan; He had wonderful dreams and wonderful creativity," 
Sagel said.
"He contributed a lot to the Las Vegas image," said Myram Borders, current 
chief of the news bureau, which is now part of the visitors authority.  "It 
was not only many times part of his job but part of his personal belief in 
portraying Las Vegas in a positive image, which ultimately resulted in a great 
big city with a lot of tourists."
One of Deitch's best-known recent projects was promoting the 134-foot-tall 
thermometer at the Bun Boy restaurant in Baker, Calif., a town in the Mojave 
Desert about 90 miles south of Las Vegas.  The height of the thermometer, the 
world's tallest, marks the record 134-degree high reached in nearby Death 
Valley in 1913.
Deitch was born on April 10, 1927, in Chicago and moved to Las Vegas in 1953.
He is survived by his wife, Joyce; two sons, David and Jeffrey; a daughter, 
Jennifer Havens; and four grandchildren; all of Las Vegas.
He is survived by two brothers, Donald Deitch of San Francisco and Gene Deitch 
of Prague, Czech Republic; and his mother, Ruth Goodman, of San Francisco.
Funeral Services are pending.

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