OPINION
¶ 1 Michelyn and Kelly Williams appeal from the trial court’s dismissal of their complaint against Lakeview Company, which does business as the Gold Strike Inn, and other defendants (collectively, “Lakeview”) for lack of personal jurisdiction. For the reasons explained below, we reverse.
FACTS AND PROCEDURAL HISTORY
¶ 2 Plaintiffs Kelly and Michelyn Williams, passengers in a car driven by Patrick Kelsey, sustained serious injuries in a single-car accident when returning from a trip to Defendant Lakeview’s Gold Strike Inn and Casino in Nevada. Plaintiffs allege that the accident occurred because Casino employees over-served alcoholic beverages to Mr. Kelsey. All plaintiffs are Arizona residents and the accident occurred on U.S. Highway 93 in Mohave County, Arizona.
¶ 3 The Gold Strike Inn is located just a few miles from the Arizona/Nevada border. The Casino derives business advantage from its location as the first Casino Arizonans encounter when they cross the border, and considers its location a valuable business asset. Indeed, Lakeview regularly advertises in Arizona, both for individual customers and for tour operators to bus tourist groups to the Casino. 1 That advertising has proved successful: Each day, ten to fifteen tour buses stop at the Gold Strike Inn, bringing approximately 300 potential customers. Four to six buses each week come from Arizona, from cities such as Flagstaff, Prescott, Phoenix, and Lake Havasu City. Tout-bus trade is an important part of the Casino’s business.
*471 ¶4 Lakeview regularly runs a full-page advertisement in the Cerbat Gem, a newspaper that serves northwestern Mohave County, including the area in which plaintiffs reside. Lakeview acknowledges that each advertisement solicits the patronage of the Casino’s “Arizona neighbors” and that it appreciates the business of its Arizona customers.
¶ 5 Defendants also rely on Arizona to help supply their work force; seventeen of defendants’ employees reside in Arizona. Arizonans thus not only fill the Casino as customers, but help staff it as well. From January 26, 1997 to February 15, 1997, a period encompassing the February 8, 1997 accident, approximately twenty-three percent of the occupants of the Inn were Arizona residents; for the remainder of February, seventeen percent of the customers were Arizona residents.
¶ 6 Plaintiffs filed suit in Arizona. Defendants moved to dismiss, claiming that Arizona courts lack personal jurisdiction over them and that Nevada law, which would shield the Casino from liability, should apply to the ease. The trial court agreed with Lakeview that jurisdiction was lacking and dismissed the case without ruling on the choice-of-law issue. Plaintiffs appealed.
DISCUSSION
Personal Jurisdiction
¶ 7 We review
de novo
a dismissal for lack of personal jurisdiction,
see A. Uberti and C. v. Leonardo,
¶ 8 Arizona’s long-arm statute is very broad and is intended to allow Arizona courts to exert personal jurisdiction over a nonresident litigant to the maximum extent permitted by the Constitution of the United States.
See Houghton v. Piper Aircraft Corp.,
¶ 9 The Due Process Clause of the federal constitution limits a state’s power to exercise jurisdiction over non-resident defendants who have “no contacts, ties, or relations” with the forum state,
see International Shoe Co. v. Washington,
¶ 10 If the quantity and quality of a defendant’s contacts with the forum state are sufficient, a state may constitutionally assert either general or specific jurisdiction over a foreign defendant. General jurisdiction subjects a defendant to suit on virtually any claim within the court’s competence, even those that do not arise out of or relate to the defendant’s forum-related activities,
see Batton,
¶ 11 We accept as true plaintiffs’ assertion that Lakeview regularly advertised in a local Arizona newspaper, the Cerbat Gem, soliciting Arizona residents to visit its Nevada Casino, that a substantial number of
*472
Lakeview’s customers were Arizona residents, that Lakeview employed seventeen Arizona residents at its Casino in Nevada, and that Lakeview actively solicited Arizona tour bus companies to bring passengers to its Casino. We conclude, however, that these activities are not sufficiently “substantial” or “continuous and systematic” to confer general jurisdiction over Lakeview.
See Burger King Corp. v. Rudzewicz,
¶ 12 Instead, we focus on specific jurisdiction, which allows a state to exercise jurisdiction over a foreign defendant when the cause of action arose in the forum state; the defendant caused the event to occur in the forum state or has purposefully availed itself of the privilege of conducting business in the forum, thereby invoking the benefits and protections of its laws; and the exercise of jurisdiction comports with fair play and substantial justice and therefore satisfies the due process rights secured by the Fourteenth Amendment to the United States Constitution.
See Uberti,
¶ 13 Some cases set forth as a separate element the requirement that the claim must “arise out of or relate to” the defendant’s activities in the forum.
See, e.g., Helicopteros,
¶ 14 We conclude that Lakeview did both. At the time of the accident (February 8, 1997), Lakeview had advertised in an Arizona monthly newspaper each month for more than a year, and had mailed brochures to “between 50 and 100” Arizona tour bus companies offering to pay commissions to tour operators based on the amount of time that they parked their buses, and hence kept Arizona patrons at Lakeview’s Casino. Some of the ten to fifteen tour buses that stopped at the Casino each day originated from Arizona, and approximately twenty-three percent of the rooms at the Casino were booked by Arizona residents from January 26 to February 15, 1997, the weeks surrounding the accident. Thus, Lakeview actively, and apparently successfully, solicited business in Arizona; its behavior was “purposeful, voluntary, and calculated to have an effect in Arizona.”
O’Connor, Cavanagh, Anderson,
*473
Westover, Killingsworth & Beshears, P.A. v. Bonus Utah, Inc.,
¶ 15 Lakeview asserts that the exercise of personal jurisdiction over it would be inappropriate because it does business only in Nevada, its partners are all residents of Nevada, and it owns no real or personal property in Arizona. The Supreme Court has determined, however, that the lack of physical presence in or contact with the forum state does not automatically deprive its courts of jurisdiction.
See Calder v. Jones,
¶ 16 Lakeview also claims that the plaintiffs’ cause of action cannot properly be maintained in Arizona because the damage-causing event — serving alcohol to an intoxicated person — occurred in Nevada, not Arizona. For this proposition, they rely on a federal district court case purportedly requiring that “[t]he actual damage causing event must occur in the forum. Feeling the effect of an out-of-state event in the forum is not enough for personal jurisdiction to exist.”
Westphal,
¶ 17 Unlike the situation in Westphal, the accident that caused the plaintiffs’ injuries— the injury-causing event — occurred in Arizona. Lakeview’s potential liability for this injury-causing event is premised upon its negligence in serving liquor to an intoxicated person, thereby creating the conditions that led to the injury and damages; that the serving of alcohol occurred in Nevada does not, however, mean that the “injury causing event” occurred in Nevada for purposes of determining whether Arizona has jurisdiction in this case. Thus, to the extent that West-phal could be construed to require that the injury-causing event occur in the forum state, this case is distinguishable from Westphal: 2 the injury-causing event — the car accident— occurred in Arizona, the forum state.
¶ 18 Lakeview also argues that the plaintiffs’ injuries do not arise out of or relate to Lakeview’s solicitations for business in Arizona. We disagree. Gambling, drinking, and good times are the implicit promises in the advertising that lures Arizona customers to the Casino. Serving alcohol to Mr. Kelsey, a Casino patron, is reasonably related to the solicitations and to Mr. Kelsey’s and the plaintiffs’ presence at the Casino. To argue that overserving alcohol was not a cause of the plaintiffs’ injuries ignores modern tort doctrine and the realities of interstate commerce. If a Nevada resident loaded a time bomb into a car, which it then sent across the border into Arizona, or stood on the Nevada side of the border and shot a cannon into Arizona, which exploded and injured an Arizona citizen, it would be unreasonable for the Nevada resident, having caused an event to occur in Arizona, not to expect to be haled into court here to answer for the offense. Given the reasonable probability and foresee
*474
ability of injury in Arizona from the action, Arizona’s exercise of jurisdiction would not seem unexpected or unreasonable. Society has recognized that turning intoxicated drivers loose on the highways is no less dangerous. Defendants likewise should expect to be called to answer before an Arizona jury for its determination whether defendants’ actions in overserving then releasing intoxicated drivers on Arizona’s roads is negligent. The due process requirement is simply that the injuries “arise out of’ or “relate to” actions that the defendants have purposefully directed toward residents of the forum state.
Burger King,
¶ 19 In this case, Lakeview’s forum-related activities, such as soliciting in Arizona for Arizona residents to frequent its gambling and drinking establishment, knowing that they will drive on Arizona’s public highways while returning home from the Casino, are sufficiently connected to the injuries caused by the Casino’s negligent serving of intoxicating liquor to those Arizona residents to justify this court’s exercise of personal jurisdiction. Plaintiffs’ injuries can fairly be said to “arise out of or result from” allegedly tortious activities that Lakeview intentionally directed toward the forum.
Calder,
¶ 20 Having determined that Lakeview has minimum contacts with Arizona, we must determine whether it is fair and reasonable to subject Lakeview to the jurisdiction of Arizona courts.
See Uberti,
¶21 Lakeview has not claimed that it would be unreasonable to subject it to the jurisdiction of Arizona courts if minimum contacts are found to exist; nor has it asserted that litigation in Arizona would be unduly burdensome, that Arizona lacks a sufficient interest in resolving the action, or that plaintiffs’ interest in obtaining relief in Arizona is insufficient to support jurisdiction. Because Lakeview has not established that jurisdiction in this state would be unreasonable, we hold that Arizona may constitutionally exercise personal jurisdiction over Lakeview. Traditional notions of fair play and substantial justice are not offended.
See Burger King,
Choice of Law
¶ 22 Lakeview asks us to address the choice-of-law issue, even though the trial court did not address it, on the ground that we must sustain the trial court’s judgment dismissing the case on any theory framed by the pleadings and supported by the evidence.
See Coronado Co., Inc. v. Jacome’s Dep’t Store, Inc.,
¶ 23 We find
Hoeller v. Riverside Resort Hotel,
¶24 Defendants attempt to distinguish
Hoeller
on the ground that the
Hoeller
plaintiffs had not been to the defendant’s Casino and had no contact with Nevada: They “were Arizona residents injured by an Arizona resident while driving on an Arizona highway.” This court held, however, that they were “justified in expecting that their personal injury claims would be adjudicated under Arizona law.”
Id.
at 457,
¶25 The Supreme Court of California reached a similar result in
Bernhard v. Harrah’s Club,
Defendant by the course of its chosen commercial practice has put itself at the heart of California’s regulatory interest, namely to prevent tavern keepers from selling alcoholic beverages to obviously intoxicated persons who are likely to act in California in the intoxicated state. It seems clear that California cannot reasonably effectuate its policy [of protecting California residents] if it does not extend its regulation to include out-of-state tavern keepers such as defendant who regularly and purposely sell intoxicating beverages to California residents in places and under conditions in which it is reasonably certain these residents will return to California and act therein while still in an intoxicated state. California’s interest would be very significantly impaired if its policy were not applied to defendant.
Since the act of selling alcoholic beverages to obviously intoxicated persons is already proscribed in Nevada, the application of California’s rule of civil liability would not impose an entirely new duty requiring the ability to distinguish between California residents and other patrons. Rather the imposition of such liability involves an increased economic exposure, which, at least for businesses which actively solicit extensive California patronage, is a foreseeable and covera[ble] business expense. Moreover, Nevada’s interest in protecting its tavern keepers from civil liability of a boundless and unrestricted nature will not be significantly impaired when as in the instant case liability is imposed only on those tavern keepers who actively solicit California business.
Id.
CONCLUSION
¶ 26 For the foregoing reasons, we reverse the trial court’s dismissal of the plaintiffs’ complaint and remand for further proceedings consistent with this decision.
Notes
. The solicitations were sent to more than fifty tour bus operators throughout Arizona.
. The opinion in Westphal, while informative, is not binding on this court. Moreover, the language upon which Lakeview relies is dicta in the case.
. The case has been superseded by statute.
See Strang v. Cabrol,
