Big casino operator, Caesars Entertainment Corporation has just hired Rick Caruso, a Los Angeles shopping centre magnate, to develop a retail and entertainment district in the middle of the Las Vegas Strip across Las Vegas Boulevard from Caesars Palace.
The creation is called Linq, and will be a $550-million venue created to appeal to younger clientele. At the crown of this new district, will be an enormous ferris wheel.

The new venue would be outdoors, and be similar to the more open Caruso’s Grove shopping centre in Los Angeles, instead of the sealed casinos. City leaders hope that Linq will appeal to the growing Gen X and Gen Y clientele, with it’s bars, restaurants, and stores.

“There are millions of people walking around the sidewalk in Vegas,” Caruso said, “but they have nowhere to go except inside.”

The Linq is the newest tactic for luring visitors to Las Vegas, which has always relied on their grand resorts and casinos to generate buzz and attract visitors in the past. The recession, coupled with a building boom has left Las Vegas casino companies with empty rooms and mounting debt, so it’s now a number one priority to find a way to attract tourists in other ways.

Construction on Linq will commence later on this year, and be completed by 2013.

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