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 14
CASINO DESIGN 2014
renovated and renamed the (l. to r.) Christian Stuart, general manager of the Linq Hotel & Casino; Greg Quad, which was again Miller, senior vice president of development, Caesars Entertainment; Tariq changed to the Linq in Shaukat, chief commercial officer; Bob Morse, regional president; Eileen October. The Flamingo was Moore, president of hospitality, the Linq; Jon Gray, general manager of the updated and renovated so Linq Promenade; Stephanie Richter, director of hotel operations, the Linq. that today, the shops and room packages with tickets to the High restaurants of the Linq serve the hotels on Roller and Brooklyn Bowl as part of the that side of the street. Also, the Cromwell attraction. And this isn’t limited to Vegas. replaced Bill’s Gamblin’ Hall, and is now Our out-of-market properties are also fully viewed as a boutique hotel serving upperinvested in this effort. They’re very excited end Caesars customers. The Cromwell also about using the wheel and the Linq to drive hosts Drai’s, the latest update of the origibusiness to them.” nal Las Vegas nightclub experience, on the The Linq spans more than 300,000 roof of the property with a dramatic view square feet, and features more than 30 retail, of the Strip. dining, nightlife and entertainment venues Jon Gray, the original general manager (70 percent restaurants and bars, 30 percent of the Linq, explains how this works: retail and entertainment). —ROGER GROS “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 ARCHITECT OF RECORD: Klai Juba Architects Linq. We were a great exporter to nonDESIGN ARCHITECT: David Schwarz, David M. Caesars restaurants. But now with the Linq, Schwarz Architects it will satisfy that desire for more dining VORTEX DESIGN ARCHITECT: Branislav Hetzel, options.” Hetzel Design Entertainment was also a prime conDESIGNER: The Hettema Group cern, and the addition of Brooklyn Bowl, a GENERAL CONTRACTOR: W. A. Richardson bowling alley/restaurant/bar, brings some Builders top acts to the Linq. All of the shops, RETAIL ADVISER: Rick J. Caruso, Founder and restaurants and hotels are joined together by CEO, Caruso Affiliated Caesars’ state-of-the-art loyalty program. INVESTMENT: $350 million “Total Rewards is totally integrated,” says Gray. “We’ve already been booking