BUILDING EXCITEMENT
THE DECISION TO CREATE THE WORLD ’ S LARGEST OBSERVATION WHEEL WAS A NO-BRAINER , CONSIDERING THE SUCCESS OF SUCH WHEELS IN LONDON , SINGAPORE AND ELSEWHERE .
LINQed In
THE LINQ Las Vegas , Nevada
THE QUEST FOR NON-GAMING attractions in Las Vegas took a dramatic turn earlier this year with the opening of the Linq , a shopping and dining district nestled among several Caesars Entertainment hotels on the east side of the Strip capped off by the High Roller , the largest observation wheel in the world .
The Caesars Entertainment properties on the east side of the Strip — Harrah ’ s , Imperial Palace , Flamingo and Bill ’ s Gamblin ’ Hall — were slated at one time for demolition , to be replaced by a CityCenterlike multi-use development . But when the recession hit Las Vegas hard , Caesars went back to the drawing board . The company wanted to attract more visitors to that side of the Strip , where 11 million pass by on an annual basis .
The decision to create the world ’ s largest observation wheel was a no-brainer , considering the success of such wheels in London , Singapore and elsewhere . The location was the only question , and when it was determined that the wheel would work best behind the existing hotels , a “ link ” to the Strip was needed and the “ Linq ” was born . To be built in an alleyway between the Imperial Palace and the Flamingo , the Linq was envisioned as an entertainment / shopping / dining center that would bring vitality and life to a previously dead area .
Meanwhile , the Imperial Palace was renovated and renamed the Quad , which was again changed to the Linq in October . The Flamingo was updated and renovated so that today , the shops and restaurants of the Linq serve the hotels on that side of the street . Also , the Cromwell replaced Bill ’ s Gamblin ’ Hall , and is now viewed as a boutique hotel serving upperend Caesars customers . The Cromwell also hosts Drai ’ s , the latest update of the original Las Vegas nightclub experience , on the roof of the property with a dramatic view of the Strip .
Jon Gray , the original general manager of the Linq , explains how this works :
“ We were under-indexed in the Flamingo , the Quad ( now the Linq hotel ) and Cromwell in restaurants per room ,” he says . “ That was another reason we did the Linq . We were a great exporter to non- Caesars restaurants . But now with the Linq , it will satisfy that desire for more dining options .”
Entertainment was also a prime concern , and the addition of Brooklyn Bowl , a bowling alley / restaurant / bar , brings some top acts to the Linq . All of the shops , restaurants and hotels are joined together by Caesars ’ state-of-the-art loyalty program .
“ Total Rewards is totally integrated ,” says Gray . “ We ’ ve already been booking
( l . to r .) Christian Stuart , general manager of the Linq Hotel & Casino ; Greg Miller , senior vice president of development , Caesars Entertainment ; Tariq Shaukat , chief commercial officer ; Bob Morse , regional president ; Eileen Moore , president of hospitality , the Linq ; Jon Gray , general manager of the Linq Promenade ; Stephanie Richter , director of hotel operations , the Linq .
room packages with tickets to the High Roller and Brooklyn Bowl as part of the attraction . And this isn ’ t limited to Vegas . Our out-of-market properties are also fully invested in this effort . They ’ re very excited about using the wheel and the Linq to drive business to them .”
The Linq spans more than 300,000 square feet , and features more than 30 retail , dining , nightlife and entertainment venues ( 70 percent restaurants and bars , 30 percent retail and entertainment ). — ROGER GROS
ARCHITECT OF RECORD : Klai Juba Architects
DESIGN ARCHITECT : David Schwarz , David M . Schwarz Architects
VORTEX DESIGN ARCHITECT : Branislav Hetzel , Hetzel Design
DESIGNER : The Hettema Group
GENERAL CONTRACTOR : W . A . Richardson Builders
RETAIL ADVISER : Rick J . Caruso , Founder and CEO , Caruso Affiliated
INVESTMENT : $ 350 million
14 CASINO DESIGN 2014