View source for Lee's Discount Liquor

{{Short description|Chain of liquor stores in Nevada}}
{{Infobox company
| name = Lee's Discount Liquor
| logo = Lee's Discount Liquor.png
| type =
| industry = [[Alcohol industry|Alcohol]]
| fate =
| predecessor = <!-- or: | predecessors = -->
| successor = <!-- or: | successors = -->
| founded = {{Start date and age|1981}} in the [[Las Vegas Valley]]
| founder = [[Hae Un Lee]]
| defunct = <!-- {{End date|YYYY|MM|DD}} -->
| hq_location_city = [[Henderson, Nevada]]
| hq_location_country = United States
| area_served = Nevada
| key_people = Kenny Lee ([[President (corporate title)|president]] and later CEO)
| products =
| owner = Lee family
| num_locations = 22
| num_locations_year = 2017
| num_employees = 185
| num_employees_year = 2011
| parent =
| website = {{URL|https://leesdiscountliquor.com}}
}}
'''Lee's Discount Liquor''' is a chain of liquor stores in Nevada. It was founded by [[Hae Un Lee]] in 1981, and is the largest liquor retailer in the state, with 22 locations as of 2017. Besides the [[Las Vegas Valley]] and [[Reno, Nevada|Reno]], the company also has stores in [[Mesquite, Nevada|Mesquite]] and [[West Wendover, Nevada|West Wendover]], two locations that are popular with residents of nearby Utah, where alcohol laws are more strict. The company is known for its humorous advertising, which often featured Hae Un Lee and his son Kenny Lee, who respectively served as [[chief executive officer]] and [[President (corporate title)|president]] for the company. Hae Un Lee died of pancreatic cancer in 2021, and Kenny Lee took over as CEO, serving until his death in a car crash less than three months later.
==History==
===Early years===
Lee's Discount Liquor was founded by [[Hae Un Lee]], who immigrated to the United States from [[South Korea]] in 1980.<ref name=RJ2007/><ref name=RJ2011/><ref name=RJ2016/><ref name=Brown>{{cite web |last=Brown |first=Ben |title=Lee's Discount Liquor Celebrates Its 35th Year in Las Vegas |url=https://lvfnb.com/articles/Lees-Discount-Liquor-Celebrates-Its-35th-Year-in-Las-Vegas-aa3d8fabac2e |website=The Las Vegas Food and Beverage Professional |accessdate=March 4, 2020 |date=September 2, 2016}}</ref> Lee received a loan from a relative and used it to help finance a Las Vegas liquor store business, which he opened in 1981.<ref name=LVW/> With $100,000,<ref name=Miller/> Lee opened the {{convert|1200|sqft|abbr=on}} store,<ref name=RJ2007/><ref name=LVW/> Plaza Liquor,<ref name=RJ2016/> on the corner of [[Spring Mountain Road]] and [[Jones Boulevard]].<ref name=Miller/> Lee later changed the name to A Plaza Liquor so it would be listed first in the local phone book. When Lee extended the name to A Plaza Liquor Barn, a California chain with a similar name threatened to sue him, ultimately leading to the name Lee's Discount Liquor.<ref name=RJ2016/> Lee operated one of the few standalone liquor stores in Las Vegas, where most packaged alcohol was sold in supermarkets.<ref name=RJ2011/>
Lee had gotten the idea to open a liquor store after buying a bottle of Scotch whiskey in Las Vegas. At the time, Lee did not know how to speak English, and the cashier did not say anything to him when he purchased the whiskey.<ref name=RJ2007>{{cite news |title=Purchase of bottle of Scotch led Korean immigrant to start business |url=https://www.reviewjournal.com/business/purchase-of-bottle-of-scotch-led-korean-immigrant-to-start-business/ |accessdate=March 4, 2020 |work=Las Vegas Review-Journal |date=July 16, 2007}}</ref><ref name=RJ2011>{{cite news |last=Smith |first=Hubble |title=Lee's Liquor celebrates 30 years in Las Vegas |url=https://www.reviewjournal.com/business/lees-liquor-celebrates-30-years-in-las-vegas/ |accessdate=March 4, 2020 |work=Las Vegas Review-Journal |date=August 13, 2011}}</ref><ref name=RJ2016>{{cite news |last=Hernandez |first=Rocio |title=How Lee's Liquor became a Las Vegas success story |url=https://www.reviewjournal.com/business/how-lees-liquor-became-a-las-vegas-success-story/ |accessdate=March 4, 2020 |work=Las Vegas Review-Journal |date=August 10, 2016}}</ref><ref name=Brown/> Lee later said, "I went to buy a bottle of [[Johnnie Walker|Johnny Walker Black Label]], and the (sales clerk) said nothing to me. I spoke zero (English). So (I decided) 'This is my business.'"<ref name=RJ2007/> Lee soon realized through experience that there would be customers who ask him questions about the alcohol products. He had difficulty helping such customers to locate specific products in the store, although he worked to improve his English, as well as his knowledge about the liquor business.<ref name=RJ2016/>
Lee made only $875 in the first month, and the first year of revenue brought in less than $50,000.<ref name=RJ2007/> According to Lee's son Kenny, "(He) didn't know what he was doing, and modeled it after stores in Los Angeles that not only carried liquor but other items, almost a convenience store."<ref name=LVW/> Hae Un Lee decided to promote the store in response to the poor revenue.<ref name=LVW/> The store received promotion through advertisements on vans, as well as flyers that were left door-to-door and also passed out by Lee's children. Lee also promoted the store through newspaper advertisements.<ref name=RJ2011/><ref name=RJ2016/><ref name=Brown/>
Lee learned from a friend about a liquor store in Denver, and he flew there to learn how the business was operated.<ref name=Brown/> In Denver, Lee was advised to change his store format to focus on discount liquor.<ref name=LVW>{{cite web |last=Hall |first=Debbie |title=Lee's Discount Liquor |url=http://lvwomanmagazine.com/2012/lees-discount-liquor/ |website=Las Vegas Woman Magazine |accessdate=March 4, 2020 |date=November 15, 2012}}</ref> Lee realized how successful his store could be when monthly revenues increased to $30,000 within a year and a half of its opening.<ref name=RJ2011/> Lee said he worked hard to ensure the store would be successful. He worked seven days a week and operated it largely by himself.<ref name=RJ2016/> Lee would work overnight shifts as a bellhop, go home to sleep for three hours, and then open his liquor store for a 12-hour shift.<ref name=Hawaii>{{cite news |title=Immigrant in search of the American dream |url=https://www.newspapers.com/newspage/556802946/ |accessdate=March 4, 2020 |work=Hawaii Tribune-Herald |date=October 31, 1996 |via=Newspapers.com |url-access=subscription}}</ref> At some point, Lee also worked late-night shifts as a busboy for a casino in [[downtown Las Vegas]], while operating the liquor store during the day, taking naps under the store counter at times.<ref name=RJ2011/><ref>{{cite book |last1=Simich |first1=Jerry L. |last2=Wright |first2=Thomas C. |title=More Peoples of Las Vegas: One City, Many Faces |date=2010 |publisher=University of Nevada Press |isbn=978-0-87417-818-0 |url=https://books.google.com/books?id=fCyVDwAAQBAJ&pg=PT197 |accessdate=March 4, 2020}}</ref>
===Expansion===
A second liquor store was opened in 1984.<ref name=LVW/> Spirits were the most successful product for Lee's during the 1980s, and the business later updated its selection to include premium liquors for wealthy customers.<ref name=RJ2007/> In 1989, Lee purchased his first store building to eliminate the lease, making for a bigger profit.<ref name=RJ2007/> The majority of future store locations were also owned entirely by the Lee family rather than leased.<ref name=Brown/><ref name=LVW/> Lee's son, Kenny Lee, started working for the company in 1992,<ref name=MW/> first as a store stocker and later as a cashier, before becoming a vice president six years later.<ref name=Brown/> Hae Un Lee was closely involved in the development of new store locations and would learn about the area surrounding potential sites, including the number of nearby homes, average income, and other demographics.<ref name=Brown/> By 1996, the company had three store locations.<ref name=Hawaii/>
In 1997, alcohol retailer [[BevMo!]] opened two locations in Las Vegas to compete against Lee's, which opened two more stores in response and expanded its alcohol selection. After a year and a half, BevMo! closed its locations in Las Vegas. Lee's grew to become a major retailer of alcohol in the [[Las Vegas Valley]], with its biggest competitors consisting of [[Costco]], [[Sam's Club]], and supermarkets.<ref name=Miller/> Lee's developed a reputation for its low prices and large variety of products, including some obscure alcohols.<ref name=LVA/><ref name=SMiller/><ref name=MW/><ref name=SND/> There was some consideration to changing the name to Lee's Wine and Spirits, although Hae Un Lee insisted on keeping the current name to market the chain as a discount retailer.<ref name=Miller/> Lee later said, "Here in the United States, people like discounts, [[Discount Tire]]s, etc."<ref name=RJ2016/> Lee's became a frequent recipient of the "Best of Las Vegas" award, given out by the ''[[Las Vegas Review-Journal]]''.<ref>{{cite book |last=Rinella |first=Heidi Knapp |title=Best Of Las Vegas: Best Eats And Drinks, Entertainment, shopping, freebies, sports, People And More! |date=2004 |publisher=Stephens Press, LLC |isbn=978-1-932173-41-3 |page=136 |url=https://books.google.com/books?id=tYVJ6V-TGq8C&pg=PA136 |accessdate=March 4, 2020}}</ref><ref name=LVA>{{cite news |title=Question of the Day |url=https://www.lasvegasadvisor.com/question/2012-01-27/ |accessdate=March 4, 2020 |work=Las Vegas Advisor |date=January 27, 2012}}</ref><ref>{{cite web |title=Lee's Discount Liquor |url=https://bestoflasvegas.com/listing/k:lees-liquors |website=Best of Las Vegas |accessdate=March 4, 2020}}</ref>
[[File:Lee's Discount Liquor store.jpg|thumb|right|A Lee's Discount Liquor store]]
In 2003, Lee's began holding free wine-tasting events in its stores as part of its popular wine club. The first tasting included the presence of [[Andrew Firestone]], a [[reality television]] star.<ref name=MW/><ref name=LVW/><ref>{{cite news |last=McDarrah |first=Timothy |title=Fast-afoot Jackson keeps 'em guessing |url=https://lasvegassun.com/news/2003/nov/24/vegasbeat----timothy-mcdarrah-fast-afoot-jackson-k/ |accessdate=March 4, 2020 |work=Las Vegas Sun |date=November 24, 2003}}</ref> Lee's subsequently introduced a beer-tasting event.<ref>{{cite news |last=Hogan |first=Jan |title=Chugging out, sipping in – Lee's beer-tasting event growing in popularity |url=http://viewnews.com/2006/VIEW-Oct-03-Tue-2006/Summerlin/9911537.html |work=Summerlin View |date=October 3, 2006 |archiveurl=https://web.archive.org/web/20061023110746/http://viewnews.com/2006/VIEW-Oct-03-Tue-2006/Summerlin/9911537.html |archivedate=October 23, 2006}}</ref> As of 2004, Lee's had eight locations in the Las Vegas Valley, with a {{convert|29000|sqft|abbr=on}} store in [[Henderson, Nevada|Henderson]] also serving as the company headquarters.<ref name=Miller>{{cite news |last=Miller |first=Valerie |title=Wine seller |url=http://www.lvbusinesspress.com:80/articles/2004/12/23/business_profile/bizpro.txt |work=Las Vegas Business Press |date=December 23, 2004 |archiveurl=https://web.archive.org/web/20050125020315/http://www.lvbusinesspress.com/articles/2004/12/23/business_profile/bizpro.txt |archivedate=January 25, 2005 |access-date=September 21, 2020 |url-status=live }}</ref> The store offered 1,600 different products, including beer, spirits, and wine.<ref>{{cite news |last=Miller |first=Valerie |title=Immigrant's company has created a major retail chain |url=http://www.lvbusinesspress.com:80/articles/2005/05/09/news/news17.txt |work=Las Vegas Business Press |date=May 9, 2005 |archiveurl=https://web.archive.org/web/20060427060906/http://www.lvbusinesspress.com/articles/2005/05/09/news/news17.txt |archivedate=April 27, 2006 |access-date=September 21, 2020 |url-status=live }}</ref>
As of 2006, Lee still worked seven days a week. He said Las Vegas was a difficult place to operate a liquor store for several reasons, including competition from grocery stores and bars. In addition, [[Clark County, Nevada]] has laws which prohibit liquor stores from operating within 1,500 feet of schools, churches, and other businesses with a liquor license. At the time, Lee operated nine of the 45 liquor stores located in the Las Vegas Valley,<ref name=LVS2006/> and Lee's Discount Liquor had become the largest alcohol retailer in Nevada.<ref name=RJ2007/> Lee attributed his success to repeat customers, a large selection of products, and large stores which allowed him to buy products in bulk.<ref name=LVS2006>{{cite news |last=Buhler |first=Brendan |title=Liquor stores don't have much of a shot |url=https://lasvegassun.com/news/2006/may/01/liquor-stores-dont-have-much-of-a-shot/ |accessdate=March 4, 2020 |work=Las Vegas Sun |date=May 1, 2006}}</ref> A {{convert|12000|sqft|abbr=on}} Lee's Discount Liquor store opened in [[Mesquite, Nevada]] in 2006.<ref name=Hummel>{{cite news |last=Hummel |first=Debbie |title=In a growing Utah town, the liquor store stands alone |url=https://www.latimes.com/archives/la-xpm-2007-jun-03-adna-stgeo3-story.html |accessdate=March 4, 2020 |agency=Associated Press |date=June 3, 2007}}</ref> It became popular among residents in nearby Utah, where alcohol laws are more strict.<ref name=Hummel/><ref name=SLT/>
In 2010, [[McCarran International Airport]] sought to open a liquor store in its facility for additional revenue,<ref>{{cite news |last=Schoenmann |first=Joe |title=Are liquor sales set to take off at McCarran? |url=https://lasvegassun.com/news/2010/jul/18/are-liquor-sales-set-take-mccarran/ |accessdate=March 4, 2020 |work=Las Vegas Sun |date=July 18, 2010}}</ref><ref name=AOL>{{cite news |last=Golden |first=Fran |title=Las Vegas Airport Liquor Store Clears Hurdle |url=https://www.aol.com/2010/08/06/las-vegas-airport-liquor-store-clears-hurdle/ |accessdate=March 4, 2020 |work=AOL |date=August 6, 2010}}</ref><ref>{{cite news |title=Airport cleared to negotiate liquor store lease |url=https://www.reviewjournal.com/news/airport-cleared-to-negotiate-liquor-store-lease/ |accessdate=March 4, 2020 |work=Las Vegas Review-Journal |date=August 3, 2010}}</ref> during a period of poor economic conditions.<ref name=LVS2011>{{cite news |last=Schoenmann |first=Joe |title=Lee's Runway Liquor must start construction by Dec. 30 or risk default |url=https://lasvegassun.com/news/2011/dec/22/lees-runway-liquor-must-start-construction-dec-30/ |accessdate=March 4, 2020 |work=Las Vegas Sun |date=December 22, 2011}}</ref> Lee's was chosen to operate the store, which would be called Lee's Runway Liquor and would share revenue with the airport.<ref name=AOL/> Lee's had until the end of 2011 to begin construction on the store,<ref name=LVS2011/> but it ultimately did not proceed because of disagreements about the proposed partnership with the airport.<ref name=LVA/><ref>{{cite news |title=Question of the Day |url=https://www.lasvegasadvisor.com/question/2012-03-26/ |accessdate=March 4, 2020 |work=Las Vegas Advisor |date=March 26, 2012}}</ref><ref>{{cite news |last=Schoenmann |first=Joe |title=In the county, what's become of contracts, airport liquor store, expletives |url=https://lasvegassun.com/news/2012/may/06/whats-become/ |accessdate=March 4, 2020 |work=Las Vegas Sun |date=May 6, 2012}}</ref> As of 2011, Lee's had 185 employees, and Kenny Lee had become the company [[President (corporate title)|president]].<ref name=RJ2011/><ref name=LVW/> In 2012, Kenny Lee took over daily operations of the 17 store locations, although his father remained involved in the business as well.<ref name=MW/>
In April 2016, a Lee's cashier was shot and killed during a store robbery,<ref>{{cite news |last=Torres-Cortez |first=Ricardo |title=Employee killed in robbery at Lee's Discount Liquor store; witness identified |url=http://www.lasvegassun.com/news/2016/apr/19/employee-killed-in-robbery-at-lees-discount-liquor/ |accessdate=March 4, 2020 |work=Las Vegas Sun |date=April 19, 2016}}</ref><ref>{{cite news |last=Crosby |first=Rachel |title=Lee's Liquor cashier's silence may have saved pregnant co-worker's life |url=https://www.reviewjournal.com/crime/homicides/lees-liquor-cashiers-silence-may-have-saved-pregnant-co-workers-life/ |accessdate=March 4, 2020 |work=Las Vegas Review-Journal |date=April 20, 2016}}</ref><ref>{{cite news |last=Crosby |first=Rachel |title=Pregnant Lee's Discount Liquor manager to name son after cashier gunned down Monday |url=https://www.reviewjournal.com/crime/pregnant-lees-discount-liquor-manager-to-name-son-after-cashier-gunned-down-monday/ |accessdate=March 4, 2020 |work=Las Vegas Review-Journal |date=April 21, 2016}}</ref> and three men were subsequently arrested for their involvement.<ref>{{cite news |last=Torres-Cortez |first=Ricardo |title=2 arrested in slaying of Lee's Liquor employee |url=https://lasvegassun.com/news/2016/may/04/2-arrested-in-slaying-of-lees-liquor-employee/ |accessdate=March 4, 2020 |work=Las Vegas Sun |date=May 4, 2016}}</ref><ref>{{cite news |last=Crosby |first=Rachel |title=Third suspect in fatal Lee's liquor store shooting surrenders to police |url=https://www.reviewjournal.com/crime/homicides/third-suspect-in-fatal-lees-liquor-store-shooting-surrenders-to-police/ |accessdate=March 4, 2020 |work=Las Vegas Review-Journal |date=May 4, 2016}}</ref><ref>{{cite news |last=Ferrara |first=David |title=Men accused in Lee's Liquor killing plead not guilty |url=https://www.reviewjournal.com/crime/homicides/men-accused-in-lees-liquor-killing-plead-not-guilty/ |accessdate=March 4, 2020 |work=Las Vegas Review-Journal |date=June 7, 2016}}</ref> Two of the suspects received prison sentences,<ref>{{cite news |last=Lacanlale |first=Rio |title=Brothers sentenced in killing of Las Vegas liquor store clerk |url=https://www.reviewjournal.com/crime/courts/brothers-sentenced-in-killing-of-las-vegas-liquor-store-clerk-1886891/ |accessdate=March 4, 2020 |work=Las Vegas Review-Journal |date=November 6, 2019}}</ref> while prosecutors sought the death penalty for the third suspect, who was convicted on all charges.<ref>{{cite news |last=Ferrara |first=David |title=Death penalty trial begins in Lee's Liquor killing in Las Vegas |url=https://www.reviewjournal.com/crime/courts/death-penalty-trial-begins-in-lees-liquor-killing-in-las-vegas-1945152/ |accessdate=March 4, 2020 |work=Las Vegas Review-Journal |date=January 28, 2020}}</ref><ref>{{cite news |last=Ferrara |first=David |title=Man convicted of all counts in Lee's liquor store murder case |url=https://www.reviewjournal.com/crime/courts/man-convicted-of-all-counts-in-lees-liquor-store-murder-case-1951328/ |accessdate=March 4, 2020 |work=Las Vegas Review-Journal |date=February 5, 2020}}</ref>
As of 2016, Hae Un Lee had no plans of retiring from his position as the company's [[chief executive officer]].<ref name=RJ2016/> Later that year, construction began on a new Lee's Discount Liquor location in [[West Wendover, Nevada]], near the Utah border.<ref>{{cite web |title=Lee's Discount Liquor Breaks Ground |url=https://www.westwendovercity.com/Home/Components/News/News/121/15?arch=1&npage=9 |website=West Wendover City |accessdate=March 4, 2020 |date=December 21, 2016}}</ref> It opened the following year, marking the company's first location in northern Nevada.<ref name=Fox1>{{cite news |last=Winslow |first=Ben |title=A massive new liquor store is opening in West Wendover |url=https://fox13now.com/2017/07/25/a-25000-square-foot-liquor-store-is-opening-in-west-wendover/ |accessdate=March 4, 2020 |work=KSTU |date=July 26, 2017}}</ref><ref name=Fox2>{{cite news |last=Winslow |first=Ben |title=Lee's Discount Liquor opens a huge store in West Wendover, making Utahns run for the border |url=https://fox13now.com/2017/11/11/lees-discount-liquor-opens-a-huge-store-in-west-wendover-making-utahns-run-for-the-border/ |accessdate=March 4, 2020 |work=KSTU |date=November 11, 2017}}</ref><ref name=SLT>{{cite news |last=Stephenson |first=Kathy |title=Giant discount liquor store opens in West Wendover, giving Utah buyers another place to cross the border for cheap booze |url=https://www.sltrib.com/news/2017/11/08/giant-discount-liquor-store-opens-in-west-wendover-giving-utah-buyers-another-place-to-cross-the-border-for-cheap-booze/ |accessdate=March 4, 2020 |work=The Salt Lake Tribune |date=November 8, 2017}}</ref> The store is {{convert|30000|sqft|abbr=on}} and offers more than 6,000 products.<ref name=SLT/> Like the Mesquite store, it attracts buyers from Utah, where alcohol prices had recently been increased by the state's [[Utah Department of Alcoholic Beverage Control|Department of Alcoholic Beverage Control]].<ref name=Fox1/><ref name=Fox2/><ref name=SLT/> Kenny Lee said, "Utah is all state-run and priced so outrageously that people will drive to stock up." The Mesquite store was one of the company's most successful locations. At the time, Lee's remained as the largest liquor retailer in Nevada, with 22 locations.<ref name=SLT/> The stores are owned by various members of the Lee family.<ref name=MW/> Stores range from 5,000 to 31,000 square feet, with the average store being around 16,000.<ref name=SND>{{cite news |title=Lee's Discount Liquor Projects $85 Million In Sales For 2015 As Good Times Return To Vegas |url=https://www.shankennewsdaily.com/index.php/2015/07/07/12847/lees-discount-liquor-projects-85-million-in-sales-for-2015-as-good-times-return-to-vegas/ |accessdate=March 4, 2020 |work=Shanken News Daily |date=July 7, 2015}}</ref>
In 2019, Lee's opened its first store in [[Reno, Nevada]], a 20,000 square foot store on the north side of town.  A second store was added in south Reno in late 2019.<ref>{{cite news |last=McGinness |first=Brett |title=Under construction: 7 projects underway in Reno-Sparks |url=https://www.rgj.com/story/money/business/2019/08/05/reno-sparks-construction-projects-apartments-aloft-hotel/1602603001/ |accessdate=March 4, 2020 |work=Reno Gazette Journal |date=August 8, 2019}}</ref><ref>{{cite news |title=Retail Summary: Third Quarter 2019 |url=https://www.nevadabusiness.com/2020/01/nevada-retail-summary-third-quarter-2019/ |accessdate=March 4, 2020 |work=Nevada Business Magazine |date=January 1, 2020}}</ref> Hae Un Lee died of pancreatic cancer in August 2021. Kenny Lee took over as chief executive officer, but died in a car crash less than three months later.<ref>{{cite news |last1=Torres-Cortez |first1=Ricardo |last2=Schnur |first2=Sabrina |title=Kenny Lee, owner of Lee's Discount Liquor, killed in crash |url=https://www.reviewjournal.com/local/local-las-vegas/kenny-lee-owner-of-lees-discount-liquor-killed-in-crash-2483077/ |access-date=November 21, 2021 |work=Las Vegas Review-Journal |date=November 20, 2021}}</ref><ref>{{cite news |last=Harrison |first=Casey |title=Lee's Discount Liquor CEO Kenny Lee killed in car crash |url=https://lasvegassun.com/news/2021/nov/20/lees-discount-liquor-ceo-kenny-lee-killed-in-car-c/ |access-date=November 21, 2021 |work=Las Vegas Sun |date=November 20, 2021}}</ref> Kenny's wife, Nami Lee, is now the CEO of the company.<ref>{{Cite web |last= |first= |date=2024-04-02 |title=Foley Entertainment Group renames Henderson arena |url=https://www.fox5vegas.com/2024/04/02/foley-entertainment-group-renames-henderson-arena/ |access-date=2024-04-29 |website=KVVU-TV |language=en}}</ref>
==Advertising==
Lee's Discount Liquor is known for its humorous advertising, which consists of print ads, commercials, and billboards throughout the Las Vegas Valley.<ref name=RJ2016/><ref name=LVA/><ref name=Fox1/><ref name=SMiller>{{cite book |last=Miller |first=Steve |title=Uncopyable: How to Create an Unfair Advantage Over Your Competition |date=2020 |publisher=Sound Wisdom |isbn=978-1-64095-171-6 |url=https://books.google.com/books?id=1z6lDwAAQBAJ&pg=PT95 |accessdate=March 4, 2020|edition=Updated and Expanded }}</ref> Some commercials and billboards feature Lee and his son Kenny,<ref>{{cite news |last=Knapp Rinella |first=Heidi |title=Notable Las Vegans share memories with famous fathers |url=https://www.reviewjournal.com/life/notable-las-vegans-share-memories-with-famous-fathers/ |accessdate=March 4, 2020 |work=Las Vegas Review-Journal |date=June 15, 2018}}</ref><ref name=Fox1/><ref name=SMiller/> who said, "We are goofy, funny and a little edgy."<ref name=RJ2016/> Hae Un Lee and his son got the idea to do the commercials in 2002, after seeing a commercial for another father-son business in Minnesota that belonged to the same [[guild]] as the Lees.<ref name=LVW/> Kenny Lee said, "It's almost like we're cheesy local celebrities. But my dad gets a kick out of it."<ref name=MW>{{cite news |title=Lee's Discount Liquor Is A Vegas High-Roller |url=http://marketwatchmag.com/kenneth-lee-lees-discount-liquor-leaders-2015/ |accessdate=March 4, 2020 |work=Market Watch |date=September 22, 2015}}</ref> [[Dan Aykroyd]] and [[Mike Ditka]] have also appeared in Lee's commercials to promote their alcohol brands.<ref name=LVW/><ref>{{cite news |last=Rumore |first=Kori |title=Mike Ditka's almost 40 years as a paid pitchman: Check out more than 50 commercials from the former Chicago Bears coach |url=https://www.chicagotribune.com/sports/bears/ct-mike-ditka-endorsements-htmlstory.html |accessdate=March 4, 2020 |work=Chicago Tribune |date=January 10, 2020}}</ref>
Lee's advertisements often feature jokes relating to alcohol; they have received some criticism.<ref name=SMiller/><ref name=RJ2016/> In 2013, several billboard advertisements became controversial for their message, "Alcohol: it's cheaper than therapy." A [[Change.org]] petition was started by a group who believed that the billboards encouraged people with alcohol addiction to drink more, rather than to seek therapy. Hae Un Lee did not believe the ads were funny, while Kenny Lee said, "I thought they were funny and goes well with our television commercials, but didn't realize the people it would affect."<ref>{{cite news |last=Saclolo |first=Alison |title=No laughing matter: Liquor store chain removing controversial billboard |url=https://lasvegassun.com/news/2013/jun/15/no-laughing-matter-liquor-store-chain-removing-con/ |accessdate=March 4, 2020 |work=Las Vegas Sun |date=June 15, 2013}}</ref><ref>{{cite news |title=Vegas-Area Liquor Store Removes "Alcohol: Cheaper Than Therapy" Billboard |url=https://www.rttnews.com/2136907/vegas-area-liquor-store-removes-alcohol-cheaper-than-therapy-billboard.aspx |accessdate=March 4, 2020 |work=RTTNews |date=June 17, 2013}}</ref><ref name=MW/> Kenny Lee later said, "There's always going to be people who don't like our ads. When [[KLUC]] did an online poll about us, 85% of the people said that they knew we were just joking around. When you are in a city where you have mobile billboards with half-naked girls, it's hard to believe that people would give us trouble for the stuff that we put on our signs."<ref name=Brown/>
===Lee's Family Forum===
On April 1, 2024, Lee's official acquired the naming rights to The Dollar Loan Center arena in [[Henderson, Nevada]], which is the home of local sports teams the [[Henderson Silver Knights]] of the [[American Hockey League]], [[Vegas Knight Hawks]] of the [[Indoor Football League]] and the [[Vegas Thrill]] of the [[Pro Volleyball Federation]]. The next day, it was renamed [[Lee's Family Forum]].<ref>{{Cite web |date=2024-04-02 |title=Henderson arena gets new name 2 years after opening |url=https://www.8newsnow.com/news/local-news/henderson-arena-gets-new-name-two-years-after-opening/ |access-date=2024-04-02 |website=KLAS |language=en-US}}</ref>
==See also==
* {{portal-inline|Nevada}}
==References==
{{reflist}}
==External links==
* [https://leesdiscountliquor.com/ Official website]
* [https://web.archive.org/web/20070701000000*/http://www.leeswineclub.com Lee's Wine Club], archived via the [[Wayback Machine]]
[[Category:Alcohol distribution retailers]]
[[Category:Companies based in Henderson, Nevada]]
[[Category:1981 establishments in Nevada]]
[[Category:Retail companies established in 1981]]
[[Category:American companies established in 1981]]