That's the thinking behind Frontier Nevada, a brand-new tourism and economic development concept unveiled this week by Citizen Outreach Foundation President Chuck Muth and former Nye County Commissioner Joni Eastley. Instead of calling the region “rural Nevada,” the proposal introduces a new name with a much stronger image: Frontier Nevada. “Frontier Nevada gives people an adventure they can actually plan.” Instead of hiding the state's unusual attractions, Frontier Nevada leans into them. Maybe Frontier Nevada is the next one.