When in Rome — Caesars Palace : The First Themed Casino in Las Vegas
by Patricia M . Kirtley and William M . Kirtley
ABSTRACT
“ Welcome to Caesars , I am your slave ” intoned toga-clad cocktail waitresses wearing high-heeled sandals on the opening day of this stately pleasure dome . This single sentence typified the intent of the creator and builder of this sumptuous development , Jay Sarno ( 1922-1984 ). He dreamed of building a casino-hotel that afforded every “ reveler ” �a unique gaming experience : posh accommodations , fine dining , star-studded entertainment , and up-scale shopping . Sarno chose replicas of the world ’ s most famous art to adorn his creation . This paper analyzes the realization of his dream through the theory of two philosophers fascinated by the reproduction of images . Roland Barthes ( 1915-1980 ) elaborated upon the objective nature of art and what the viewer brings to it . Walter Benjamin ( 1892-1940 ) developed the notion of phantasmagoria to describe the illusions of sound and light shows in Paris , an apt metaphor for this establishment in Paradise . Benjamin ’ s thoughts on lithographs illuminate the characteristics of the art in Caesars : accessibility , flexibility , decorativeness , and anonymity . These attributes transformed this casino-resort into an icon of popular culture . The authors take a deeper look into the simulacrum , pastiche , and theme of a place that caters to men ’ s wants and desires . The authors also discuss the Forum , an extension of Caesars Entertainment Corporation ’ s holdings . The Forum provides an opportunity for consumers to shop without guilt for the
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