Linq Las Vegas

Caesars in Vegas betting on non-gaming entertainment attraction

Construction is underway on the Linq, a $550 million retail and entertainment complex

LAS VEGAS – In this town, where “wow” is a prerequisite for anything new, Caesars Entertainment Inc., the company behind the $550 million Linq retail/dining/entertainment venue being built at the heart of the Strip, boasts that it will be the next must-see attraction, luring gamblers and non-gamblers alike.

Caesars Entertainment, of course, also owns Bally’s, Showboat, Harrah’s Resort and Caesars in Atlantic City, as well as Harrah’s Philadelphia Casino and Racetrack in Chester.

And at an event on the terrace at Pure nightclub at Caesars Palace announcing the project’s first tenants, Gary Loveman, Caesars Entertainment chairman and CEO, said the Linq is just the type of non-gaming attraction that Atlantic City is focusing on.

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“Something of this general sort, I think, could work in Atlantic City as we try to widen the attractions in the city,” he said.

The centerpiece of the Vegas development is the High Roller, being billed as one of the world’s tallest Ferris wheels. True to its name, at 550 feet it will soar higher than the Singapore Flyer and be 107 feet taller than the London Eye, and will feature 28 enclosed observation cabins that will hold up to 40 passengers each.

There will be nowhere to gamble at the Linq, reflecting what the Strip will see more of, industry observers say.

“We’re standing here, overlooking the intersection of Flamingo and Las Vegas Boulevards, which is at the heart of everyone’s visit to the Strip, whether you stay with us or not,” Loveman said. “What we had hoped to do here is to create a place where everyone in Vegas would have a reason to come and gather, to meet among friends or business associates, and to introduce an experience that was not just gaming.”

The three-story complex is called Linq because, when it is completed next year, it will link three Caesars properties: the Flamingo, the Imperial Palace (soon to be renamed the Quad), and Harrah’s.

“We recognized that we had the capacity to cater to customers that were visiting our competitors to the north and to the south, and to create a very special experience here at the center of the Las Vegas Strip,” Loveman said.

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