Dusty the Dusthole

Dusty the Dusthole was a Clark County Department of Air Quality & Environmental Management mascot created 2003 in Las Vegas, Nevada.[1] The character and his trademark slogan "Don't Be a Dusthole" were seen by millions of residents and tourists in the state of Nevada via a massive media push consisting of billboards, radio ads, public appearances, TV spots, and print coverage.[2]

Dusty the Dusthole bumper sticker 2003

Background

In 2003, and in response to the threat of federal funding loss due to unacceptable levels of dust pollution in the Las Vegas Valley (which then were in violation of US Environmental Protection Agency policy), the "Dusty" character and its associated campaigns were created by Nevada-based agency Thomas Puckett[3] in conjunction with the Clark County, Nevada Department of Air Quality & Environmental Management.

Within three years the campaign succeeded[4] in raising awareness of dust and its serious contribution to the Las Vegas Valley air pollution issue. $1.2-million in dust violation and other pollutant-related fines were channeled to the local school district during the period.[5]

Within a decade, the EPA declared the Las Vegas Valley "clean," meeting US federal standards for airborne dust particles. The "Don't Be a Dusthole" campaign---by then retired---was cited as a positive contributing factor.[6]

Controversy

The "Dusty" character was so pervasive in the state of Nevada that off-roading groups defended themselves against the new awareness and scrutiny, having lost some of their longstanding travel privileges as result of Dusty's ubiquitous presence.[7]

We need to provide a visible counterpoint to the image of "Dusty the Dusthole" which many people in the general public equate with off-roaders thanks to some very aggressive PR and billboard campaigns. The other side on this issue is spending a lot of money to demonize us and while we might not have the same deep pockets ourselves, we can get out there and raise public awareness in a more positive manner.

Conversely, the Las Vegas area media declared the Dusthole character "(not) such a bad guy after all",[8] having saved the State of Nevada from a $280-million loss of funds thanks to the precipitous drop in dust and other pollutants from the time of the campaign's inception.

Dusthole

The "Dusty the Dusthole" character was portrayed by lifelong Las Vegas resident Alan Burd. In the Dusthole ad campaign's opening years, Burd was a common sight at various fairs and functions as the Dusty character.[9]

In December 2014, a bi-weekly Capitol Hill-based publication from National Association of Counties featured the Dusty character in a word search puzzle.[10]

References
  1. "Dusty the Dusthole Ads Begin". The Las Vegas Sun. 25 September 2003. Retrieved 24 January 2016.
  2. "$150,000 Ad Blitz Tries to Settle Dust". The Las Vegas Review-Journal. Archived from the original on 24 March 2012.
  3. "Thomas Puckett: Clark County Department of Air Quality & Environmental Management". Thomas Puckett. Retrieved 24 January 2016.
  4. "County Air Quality Hits Major Milestone: Aggressive Dust Control Measures Successful in Keeping Air Clean". Clark County, Nevada (Official). Archived from the original on 28 August 2007.
  5. "'Dusty the Dusthole' Successful: Clark County Meets Federal Air Quality Standard Three Years Straight". The Las Vegas Review-Journal. Archived from the original on 29 January 2007.
  6. "EPA Says Dust Has Settled in Las Vegas". The Las Vegas Review-Journal. 1 October 2014. Retrieved 24 January 2016.
  7. About Jeep Thrills in Las Vegas - Jeep Thrills in Las Vegas (Las Vegas, NV) - Meetup.com
  8. "Valley Lauded for Dust Control" (PDF). Henderson Home News via MPL Digital Collections. 17 January 2007. Retrieved 24 January 2016.
  9. "Actor Nothing Like His Dusty Character". The Las Vegas Review-Journal: View. Archived from the original on 15 January 2005.
  10. "Vol. 46, No. 24 - Word Search (Page 6)" (PDF). National Association of Counties. 15 December 2014. Retrieved 25 January 2016.
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