Caesars Palace : The First Themed Casino in Las Vegas
A CONSUMER ’ S DREAM
When in Vegas Shop as the Romans Do . ( When in Vegas , Ad )
There is no question that Caesars markets to aggressive , risk-taking , testosterone-fueled men . With this obvious emphasis on capturing male patrons , one might inquire , “ is there anything that appeals to women or to both men and women ?” Fifty years of management elicited a simple response , “ Yes , welcome to the Forum !” A Las Vegas Visitors and Convention Bureau survey ( 2017 ) indicated that only 5 % of visitors come to the largest city in Nevada to gamble , that is fourth on the list of why people visit Las Vegas . It ranks after vacations ( 48 %), visiting friends and relatives ( 14 %), and attending a convention ( 10 %). The survey also indicated that once visitors arrived , 74 % spent money shopping ( Las Vegas Visitors and Convention Authority 15 ). Management eventually saw that the future of business in Las Vegas lay in shopping , and in 1992 opened the stores at the Forum .
Named after the shops at the center of ancient Rome , the Forum is a 636,000-square foot shopping mall built as an extension wing of the main complex . It is known as one of the shopping wonders of the world . “ Its lavish Romanesque architecture and décor welcome you to luxury shopping , dining , and entertainment unlike anywhere else ” ( Vegas Magazine ). This is not an ordinary shopping mall , “ The statues talk . The sky does tricks ” ( Emperors Guide 1 ). The spiral escalator is one of 103 in the world . Ceiling lights simulate a complete cycle of night and day every hour . Computer controlled laser projectors replicate the starry skies at night . Small replicas of Greek and Roman statues occupy the niches above the shops .
This area contains 270 specialty stores and restaurants . The directory of the Forum Shops indicates there are twice as
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