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For Greenberg Traurig, the allure of Sin City goes beyond the slots and the showgirls. The firm, which announced the opening of its Las Vegas office last week, hopes to secure a foothold in the booming Nevada market. Greenberg Traurig has acquired Quirk & Tratos, a 13-lawyer entertainment and intellectual property firm. Greenberg’s president and chief executive, Cesar Alvarez, said his firm will expand that Las Vegas office to take advantage of the burgeoning local market. Quirk & Tratos has been a big player in Nevada’s intellectual property law, helping to draft state legislation. It is also known for its practice of art law, representing galleries, museums, collectors and artists. The firm also practices Internet law, and because Vegas is Vegas, it has a piece of the gambling action. “You got to do some gaming when you’re in Vegas,” Alvarez said. Name partner Mark Tratos will be managing shareholder of the Greenberg Traurig office there. “Mark Tratos came along, and we did what we like to do, which is take a small group and add people they didn’t already have.” While entertainers and gambling will spur some of the business for Greenberg’s new office, Alvarez said he expects real estate and corporate practices to thrive in the city. “It’s a fast-growing area, and it has the components of a rapidly growing real estate market, a rapidly growing entertainment market and a rapidly growing IP market,” Alvarez said in an interview. The acquisition is in line with the two-pronged strategy behind Greenberg Traurig’s growth. “If you look at the map of where our offices are, you’ll see they are in two places,” Alvarez said. “They’re in very fast-growing states and in key financial cities.” Greenberg Traurig has 1,350 attorneys in 24 offices in the United States and five offices abroad. Greenberg’s current expansion is linked to projected growth patterns in the southern half of the country. From Southern California to Nevada in the west, to Georgia and Florida in the east, the southern half of the county is expected to experience rapid growth. Alvarez said Greenberg Traurig needed an office in fast-growing Nevada to bolster its position. “We are in all the growth states, and Nevada and Las Vegas are booming areas,” Alvarez said. Las Vegas, the nation’s fastest-growing metropolitan area, has experienced a surge in real estate construction. High-rise condominiums are cropping up and home values are rising, a scene reminiscent of the South Florida market. As business in Las Vegas kept getting bigger and better, Greenberg’s real estate and entertainment clients began to ask the firm when it would jump into the action. But before entering the market, Alvarez wanted to find a suitable firm to merge with. “These people are culturally compatible with us,” Alvarez said.

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