Question of the Day - 05 November 2024

Area15, the cutting-edge mall at 3215 S. Rancho Drive just west of I-15, celebrated its fourth anniversary in September.

This destination-platform-experience that redefines retail, entertainment, and art, also described as "a content box for the 21st century, a gateway into a new economy, and a portal into a wholly reimagined world weaving together events, art, brands, technology, and design that will make you forget everything you know about what an event venue is supposed to be," is, as you might imagine, ever evolving.

Area15 is home to a number of immersive experiences, including the anchor tenant, Meow Wolf’s Omega Mart, the Liftoff thrill ride, Laser Maze, Five Iron Golf, Dueling Axes, a variety of virtual reality and simulator attractions, and Illuminarium in a separate building. Coming soon are iFLY Indoor Skydiving, Lionsgate’s John Wick Experience, and the "animated-character universe" Superplastic.

The biggest deal, however, is a 35-acre expansion that will encompass Universal's 100,000-square-foot Horror Unleashed themed attraction slated to debut in time for next Halloween and remain open year-round. 

Area 15 also recently received the designation of a tourism improvement district from the Las Vegas City Council. Dubbed the New Vegas Immersive Tourism District Project, it's an official economic-development classification designed to encourage further expansion and attract more visitors. In addition, the tourism district's sales taxes will subsidize developers installing updated infrastructure for the expansion.

Ultimately, the district will be built out with nearly a half-million square feet of new retail space, 320,000 square feet of office space, a 200-room non-casino hotel, and 585 multifamily housing units. The hotel and residential units won't be on Area 15's property, but in a new adjacent residential neighborhood. 

Area15 and the new district are targeted at a much younger demographic than Vegas is accustomed to attracting. According to a recent study conducted by Drive Research, Area15 has become a go-to destination for those aged 18 to 34, who make up 70% of visitors to the mall. Compare that to the LVCVA Visitor Profile, in which the 21-to-39 age group make up less than 40% of overall visitation.  

And good for the youngsters. They have a dedicated place to go and we wheezing geezers are happy to leave it to them.