Area15 Explained

AREA15 is an experiential retail and entertainment complex located in Las Vegas, Nevada, one mile west of the Las Vegas Strip. It houses several major experiential entertainment residencies and includes sculptures and other art displays, as well as alcohol outlets and a restaurant.

AREA15 is a joint project between Fisher Brothers and Beneville Studios. Plans for the project date to 2016, and the opening was initially scheduled for December 2019. However, new ideas for the project pushed back its opening. Portions of the facility were eventually opened on September 17, 2020. Large sections of AREA15 are occupied by two feature installations: Omega Mart, and Lost Spirits.[1] [2] Omega Mart is an interactive art installation that is operated by experiential art collective Meow Wolf.[3] Lost Spirits is a football field sized installation and includes a fully functional distillery housed in a dreamlike world.[4]

History

Conception and opening

AREA15 is located one mile west of the Las Vegas Strip,[5] beside Interstate 15. The land was previously occupied by a Mercedes-Benz dealership. Fisher Brothers purchased the site and nearby acreage in 2005, with plans for a mixed-use project on the parcels. These plans were derailed due to the financial crisis of 2007–2008, and the project was never built. In 2016, planning began to develop AREA15 on the site of the former dealership.[6] It is a joint project between Fisher Brothers and Beneville Studios. Winston Fisher and Michael Beneville determined that an original concept was needed for their project to adequately compete with the Strip. They eventually decided on an entertainment and retail complex with a science-fiction theme.[7] [8] Meow Wolf had originally planned to open a project in downtown Las Vegas with the assistance of Tony Hsieh. This plan did not work out, but Meow Wolf still decided to proceed with a project in the city, eventually teaming up with AREA15.[9]

Winston Fisher described AREA15 as an event center inspired by shopping malls and theme parks.[10] The project's slogan is, "AREA15 does not exist." Fisher said, "I had a desire to make something original, something different. I wanted to make something that doesn't exist." He further said, "This couldn't have existed in 2005 anyway. Meow Wolf didn't exist. A lot of the technology we're using didn't exist." The project's name is a reference to Area 51, but it also refers to Fisher Brothers' founding in 1915 and the adjacent Interstate 15.[11] The name was originally meant only as a working title.

AREA15 was originally set to open in December 2019,[12] with Meow Wolf as its anchor tenant.[8] [13] [14] Nomadic, a virtual reality company, was announced as the facility's second tenant in May 2019, set to occupy 6000square feet.[15] A month later, it was announced that Emporium, a bar and arcade, would occupy another 10000square feet.[16] Prospective retail tenants had to offer unique elements to qualify for a space.[11] [17] AREA15's opening date was delayed until January 2020, and was subsequently delayed further, as new ideas and features were implemented.[12] This included an indoor zip line, which required additional steel, necessary to reinforce the ceiling. AREA15 was later scheduled to open for private events in February 2020, followed by a public opening three or four months later.[18]

Portions of AREA15 were eventually opened on September 17, 2020.[19] [20] AREA15 has capacity for approximately 7,000 people, although upon opening, it was limited to 750 to allow for social distancing, due to the COVID-19 pandemic.[12] Reservations were also required in order to control capacity.[21] Meow Wolf's plans were delayed until early 2021, due to the pandemic.

Features

AREA15 has various features,[22] [23] many of which are housed within a large, charcoal-colored building.[17] [24] Describing the building's minimal exterior appearance, Michael Beneville said, "I love Las Vegas—the lights and the glitz. We knew that we couldn't even try to do something that could outdo the casinos." One side of the building's exterior features a giant abstract mural.[25] The building measures 200000square feet. Art Island, an outdoor art gallery, is located in front of the facility. It includes several sculptures,[26] which come from the annual Burning Man festival and are available for sale.[27] Also located in front of the building is an old airplane, on display in the parking lot.[18] [12]

The interior includes a main hall known as The Spine,[17] [12] which is lit with blacklights and neon colors.[12] [22] The Spine is 80 feet wide, 300 feet long, and 32 feet high.[28] Meow Wolf's project, known as Omega Mart, occupies space on the Spine's west side, while two floors of various tenants are located on the east side.[17] The interior entrance includes a 12-foot-tall, 360-degree projection mapped skull.[12] [27] The Spine also includes Oddwood, an indoor bar with a giant, artificial Japanese maple tree that is made with thousands of LED lights.[17] [29] An indoor lounge and private events space, known as Sanctuary, features a volcano-shaped canopy.[12] The Portal is a large room with four projection mapped walls, capable of simulating various environments.[12] [30] [31] [32] The Portal hosted the 2022 Best of Vegas awards by Las Vegas Weekly.[33] [34]

Another attraction, Birdly, simulates the experience of flying over large cities.[12] [35] Museum Fiasco is a 5000square feet kunsthalle museum with an emphasis on light and sound.[36] [37] [38] [39] Other features include an indoor axe-throwing lounge,[40] [41] an ice cream shop, and the Haley's Comet zip line rollercoaster (Rollglider), which travels through the Spine.[12] In late 2020, AREA15 operated a temporary Christmas attraction known as Wanderland, consisting of an outdoor tree-lined village.[42] [43] A temporary roller-skating rink operated in early 2021.[44]

Chris Wink, a founder of the Blue Man Group, is AREA15's director of content,[45] [30] and the facility includes a 1500square feet mirror room known as Wink World,[46] [47] [48] opened in January 2021.[49] At the end of the month, chef Todd English opened a restaurant at AREA15 known as The Beast.[50] [51] Prior to opening in its permanent location at the facility, The Beast operated as a pop-up restaurant, occupying an outdoor events area.[52] [53] [54] In February 2021, a 6300square feet golf simulator attraction was added,[55] [56] and Emporium opened its arcade and bar.[57] [58]

Meow Wolf's Omega Mart is an interactive walk-through art exhibit that is themed after a grocery store. It measures 52000square feet and includes items for purchase.[59] [60] [61] [62] Meow Wolf spent three and a half years planning Omega Mart,[9] [63] and more than 325 artists worked on the project.[64] It opened on February 18, 2021.[65] [66]

In 2021, AREA15 also added a four-acre, outdoor event space known as The Grounds. It was built on the former site of Scandia Family Fun Center, and would be used for concerts and festivals.[67] [68] Later in the year, The Grounds hosted the Daytime Stage for the iHeartRadio Music Festival.[69] [70]

AREA15 also added the Lost Spirits distillery in 2021.[71] It is a distillery housed within a dreamlike cluster of tasting rooms themed around the company's distilled spirits. It is often described by journalists as a "boozy amusement park" or "Willy Wonka for adults."[72]

Illuminarium, a multisensory virtual reality attraction, opened in 2022.[73] The Wall, a music and events venue, was added in 2023.[74] At that time, AREA15 included two retailers, while entertainment-focused tenants occupied the remaining spaces.[75]

In January 2023, Universal Destinations & Experiences announced a new "horror experience," which will be named Universal Horror Unleashed and be the anchor tenant in a 20-acre expansion of AREA15.[76] Unlike Universal's temporary Halloween Horror Nights events, it will be a permanent and year-round fixture, occupying a 110,000 square-foot space.[77] [78] [79] [80] Another phase of expansion was announced in October 2023, and would include a hotel and nightclub, as well as 1,341 residential units. It would also feature office, retail and dining space.[81]

In February 2024, Lionsgate has announced a partnership with Area15 to open the John Wick Experience, an attraction based on the eponymous film series and the fourth attraction in Las Vegas to be themed to the studio's films after the Saw and Blair Witch escape rooms and The Hunger Games: The Exhibition at the MGM Grand, to open later this year. Chad Stahelski and his company 87North Productions were involved in the overall design of the experience, which will allow guests to step into the Las Vegas Continental and be tasked with high-stakes missions, as well as visiting a themed bar and retail shop.[82]

Second location

A second location is scheduled to open in Orlando, Florida in 2024.[83] [84]

External links

36.1322°N -115.1808°W

Notes and References

  1. Web site: 2021-07-23. Down the rum rabbit hole: The booze fantasia at Lost Spirits Distillery. 2021-09-27. Las Vegas Review-Journal.
  2. Web site: 2021-03-23. ART: Area 15 Meo Wolf. 2021-09-27. NoHo Arts District.
  3. News: Can an art collective become the Disney of the experience economy? . New York Times. May 1, 2019. Monroe. Rachel. Rachel Monroe.
  4. Web site: Baltin. Steve. A First Look At Lost Spirits Las Vegas, The Distillery Tour That Is A World Like No Other. 2021-09-27. Forbes.
  5. News: Dickstein . David . Travel: Ready to return to Vegas? Here's what's new . January 2, 2021 . Orange County Register . September 25, 2020.
  6. News: Millward . Wade Tyler . Art, shopping, superheroes inspiration for Las Vegas attraction . December 26, 2020 . Las Vegas Review-Journal . January 18, 2018.
  7. News: Millward . Wade Tyler . Las Vegas sci-fi entertainment project to have art gallery . December 26, 2020 . Las Vegas Review-Journal . September 13, 2018.
  8. News: Raz . Nicole . The Ladder: Jim Heilmann leaves Fashion Show mall for AREA15 . December 26, 2020 . Las Vegas Review-Journal . October 4, 2018.
  9. News: Sheckells . Melinda . Inside Meow Wolf's New Omega Mart Interactive Experience in Las Vegas . February 19, 2021 . The Hollywood Reporter . February 16, 2021.
  10. News: Carter . Geoff . Winston Fisher, CEO of Las Vegas' attraction mecca Area15, invites you to jump down the rabbit hole . October 9, 2023 . Las Vegas Weekly . March 2, 2023.
  11. News: Karel . Janna . Area15 bringing art, tech, Meow Wolf experience to Las Vegas . December 26, 2020 . Las Vegas Review-Journal . February 15, 2019.
  12. News: What is Area15? The new entertainment complex opened Thursday.. Las Vegas Review-Journal. Janna Karel. September 17, 2020. 2020-09-18.
  13. News: Karel . Janna . Meow Wolf to bring portals, mystery, robots to Las Vegas in 2020 . December 26, 2020 . Las Vegas Review-Journal . December 23, 2019.
  14. News: Las Vegas: New things to look forward to in 2020 . December 26, 2020 . Los Angeles Times . December 23, 2019.
  15. News: Karel . Janna . VR company Nomadic to join Meow Wolf at Area15 in Las Vegas . December 26, 2020 . Las Vegas Review-Journal . May 15, 2019.
  16. News: Karel . Janna . Arcade bar Emporium to join Meow Wolf at Area15 in Las Vegas . December 26, 2020 . Las Vegas Review-Journal . June 18, 2019.
  17. News: Carter . Geoff . Raiding Area15: Learn what's happening inside that giant black box (as far as we know) . December 26, 2020 . Las Vegas Weekly . August 1, 2019.
  18. News: Karel . Janna . Todd English, zip line and airplane to call Area15 home . December 26, 2020 . Las Vegas Review-Journal . December 17, 2019.
  19. News: Karel . Janna . Area15 to open Sept. 17 with art cars, mirror rooms, distillery . December 26, 2020 . Las Vegas Review-Journal . September 1, 2020.
  20. Web site: Stapleton . Susan . Martin . Bradley . Everything to Know About Area15, the Interactive Experience With Food and Drink . Eater . December 26, 2020 . September 2, 2020.
  21. News: Glusac . Elaine . Sizing Up the Rural-Urban Travel Divide: Who's Up and Who's Down . January 1, 2021 . The New York Times . October 6, 2020.
  22. News: Moon Reed . C. . Guiding you through new Las Vegas interactive hub Area15 . December 26, 2020 . Las Vegas Weekly . September 17, 2020.
  23. News: Komenda . Ed . AREA15, Las Vegas' mysterious 'experience box,' is opening Thursday . January 1, 2021 . Reno Gazette Journal . September 17, 2020.
  24. News: Carter . Geoff . Area15 sets a September opening date . January 1, 2021 . Las Vegas Weekly . September 1, 2020.
  25. News: Karel . Janna . Massive Meow Wolf mural at Area15 takes root . January 2, 2021 . Las Vegas Review-Journal . April 3, 2020.
  26. News: Karel . Janna . Area15's Art Island has massive festival artworks on display . December 26, 2020 . Las Vegas Review-Journal . June 25, 2020.
  27. Web site: Cascone . Sarah . Not All Burning Man Art Gets Incinerated . Artnet . January 1, 2021 . September 22, 2020.
  28. News: Q&A With Fisher Brothers & Area15's Winston Fisher . January 2, 2021 . Commercial Observer . November 17, 2020 . 2:10.
  29. News: Karel . Janna . Area15 in Las Vegas announces addition of bar with giant, twinkling tree . December 26, 2020 . Las Vegas Review-Journal . August 7, 2019.
  30. News: Katsilometes . John . Area15 Raiders party thunders with ambient drums . January 1, 2021 . Las Vegas Review-Journal . September 22, 2020.
  31. Web site: Stapleton . Susan . Watch the Las Vegas Raiders in an Off-the-Wall Experience at Area15 . Eater . January 2, 2021 . November 17, 2020.
  32. News: Mills . Sadë . Gallerie 360 at AREA15 serving up imaginative drink experience . January 2, 2021 . KSNV . November 16, 2020.
  33. News: 2022 Best of Vegas Party At Area15 . January 13, 2023 . Las Vegas weekly . June 16, 2022.
  34. News: Overton . Stephanie . Best of Las Vegas Awards to be held at AREA15 . January 13, 2023 . KLAS . June 10, 2022.
  35. News: Roberts-Garcia . Michelle . Las Vegas' New Neon Art Exhibit Looks Like A Trippy Wonderland . January 1, 2021 . Narcity . September 23, 2020.
  36. Web site: Stapleton . Susan . Museum Fiasco Futuristic Exhibits to Area15 in November . Eater . January 2, 2021 . October 21, 2020.
  37. News: Mills . Sadë . Museum Fiasco launches inaugural exhibit 'Cluster' at AREA15 . January 2, 2021 . KSNV . November 17, 2020.
  38. News: Museum Fiasco now open at AREA15 . January 2, 2021 . KTNV . November 17, 2020.
  39. News: Katsilometes . John . 'Cluster' lights up your life at Museum Fiasco at Area15 . January 2, 2021 . Las Vegas Review-Journal . November 10, 2020.
  40. News: Karel . Janna . Axe-throwing to join experiential lineup at Area15 in Las Vegas . January 2, 2021 . Las Vegas Review-Journal . October 2, 2019.
  41. News: New indoor ax-throwing lounge to open at AREA15 . January 2, 2021 . KTNV . December 10, 2020.
  42. News: Area15 opens Wanderland for holiday season . January 2, 2021 . Las Vegas Review-Journal . November 27, 2020.
  43. Web site: Tuttle . Brittani . Area15's Wanderland outdoor holiday experience now open . Attractions Magazine . January 2, 2021 . December 2, 2020.
  44. News: Lilly . Caitlin . AREA15 in Las Vegas opens 'ElectroRoll' pop-up roller skating rink . February 5, 2021 . KVVU . January 29, 2021.
  45. News: Katsilometes . John . A former Blue Man winds up in Area15 in Las Vegas . December 26, 2020 . Las Vegas Review-Journal . July 25, 2019.
  46. News: Katsilometes . John . Area 15's Wink World a splash of neon dreams . February 5, 2021 . Las Vegas Review-Journal . January 10, 2021.
  47. Web site: Davis-Friedman . Samantha . Wink World is coming to AREA15 Las Vegas this fall from co-founder of Blue Man Group . Attractions Magazine . January 2, 2021 . August 25, 2020.
  48. News: Mills . Sadë . AREA15 adds Aliume 3-D Psychedelic Art Gallery to their list of experiences . January 2, 2021 . KSNV . November 10, 2020.
  49. News: Blue Man Group co-founder opens new AREA15 attraction . February 5, 2021 . KTNV . January 7, 2021.
  50. Web site: Stapleton . Susan . Chef Todd English Reveals His Food Hall at Area15 With Dishes From His Global Empire . Eater . February 5, 2021 . January 25, 2021.
  51. News: Durano . Genevie . Todd English's food hall, the Beast, debuts at Las Vegas' Area15 . February 19, 2021 . Las Vegas Weekly . February 11, 2021.
  52. News: Knapp Rinella . Heidi . Pandemic prompts Area15 to pivot to a pop-up restaurant . January 1, 2021 . Las Vegas Review-Journal . September 17, 2020.
  53. Web site: Stapleton . Susan . Chef Todd English Unleashes the Beast Pop-Up Food Experience on an Unsuspecting Las Vegas . Eater . January 1, 2021 . September 22, 2020.
  54. News: The Beast Pop-Up by Todd English now open at AREA15 . January 1, 2021 . KTNV . October 2, 2020.
  55. News: Katsilometes . John . Area15 breaks out the Five Iron Golf virtual club . February 5, 2021 . Las Vegas Review-Journal . January 31, 2021.
  56. News: New urban golf experience opening at AREA15 . February 5, 2021 . KTNV . February 1, 2021.
  57. News: Emporium Arcade Bar now open at AREA15 . February 5, 2021 . KTNV . February 4, 2021.
  58. Web site: Stapleton . Susan . Mural-Lined Walls Come Together With Arcade Games and Local Beers at Emporium Arcade Bar . Eater . February 5, 2021 . February 5, 2021.
  59. News: Meow Wolf was set to transform themed entertainment in Vegas and beyond. Then came the pandemic . December 26, 2020 . Los Angeles Times . August 8, 2020.
  60. News: Karel . Janna . Meow Wolf in Las Vegas to sell bizarre items, portals to other worlds . December 26, 2020 . Las Vegas Review-Journal . August 11, 2020.
  61. Web site: Vitu. Teya. August 10, 2020 . Meow Wolf unveils 'Omega Mart' as its Las Vegas attraction. January 2, 2021 . Santa Fe New Mexican.
  62. Web site: Zara. Christopher. August 11, 2020 . Here's a preview of Meow Wolf's trippy new Las Vegas grocery store—fingers crossed for 2021. January 2, 2021 . Fast Company.
  63. News: Harrison . Tyler . 'Omega Mart' exhibit opens doors on Thursday at AREA15 . February 19, 2021 . KVVU . February 17, 2021.
  64. Web site: Szydelko . Paul . Omega Mart brings an 'immersive art experience' to Meow Wolf in Las Vegas . Travel Weekly . February 5, 2021 . January 25, 2021.
  65. News: Martens . Todd . Meow Wolf's Omega Mart is opening in Las Vegas in a pandemic. What to know . February 19, 2021 . Los Angeles Times . February 17, 2021.
  66. News: Karel . Janna . Omega Mart opens a mysterious interactive world at Area15 . February 19, 2021 . Las Vegas Review-Journal . February 19, 2021.
  67. News: Lawrence . Christopher . Area15 adding concert, events space for crowds of 20K . October 10, 2021 . Las Vegas Review-Journal . March 4, 2021.
  68. News: Luschek . Mat . AREA15 to open new outdoor event space in summer of 2021 . October 10, 2021 . KSNV . March 3, 2021.
  69. News: Radke . Brock . Las Vegas' Area15 hosts this year's iHeartRadio Music Festival Daytime Stage . October 10, 2021 . Las Vegas Weekly . September 16, 2021.
  70. News: Katsilometes . John . Journey's epic iHeartRadio set a sample of Vegas residency . October 10, 2021 . Las Vegas Review-Journal . September 19, 2021.
  71. News: Carter . Geoff . Las Vegas has never seen a distillery, tasting tour and themed space like Lost Spirits . October 10, 2021 . Las Vegas Weekly . August 19, 2021.
  72. Web site: 2021-09-24. Lost Spirits Distillery Las Vegas - What You Need to Know Before You Go. 2021-09-28. Local Adventurer » Travel Adventures in Las Vegas + World Wide.
  73. Web site: Szydelko . Paul . Illuminarium is set to debut at Vegas' Area15 . Travel Weekly . October 9, 2023 . March 29, 2022.
  74. News: 'The Wall' now open at Area 15 . October 9, 2023 . KSNV . March 6, 2023.
  75. News: Fink . Charlie . AREA15: The Mall Of The Future . October 9, 2023 . Forbes . June 13, 2023.
  76. Web site: Horror has a new name in Las Vegas. What we know about Universal's plans for the city. . Eve . Chen . . October 17, 2023 . October 22, 2023.
  77. News: Segall . Eli . Universal bringing full-time 'horror party' to Las Vegas . October 9, 2023 . Las Vegas Review-Journal . January 11, 2023.
  78. News: Katsilometes . John . Area15 to expand; repurposed Boeing 747 in the plans . October 9, 2023 . Las Vegas Review-Journal . January 24, 2023.
  79. Web site: 2023-01-11 . Year Round Horror Experience Comes to Las Vegas . 2023-01-15 . en-US.
  80. News: Glenn. Brian. Universal Destinations & Experiences reveals Universal Horror Unleashed as name for Las Vegas year-round experience. 2023-10-17. en-US.
  81. News: Blennerhassett . Patrick . Area15 expansion plans include hotel, nightclub . October 9, 2023 . Las Vegas Review-Journal . October 5, 2023.
  82. News: D'Alessandro. Anthony. ‘John Wick Experience’ To Open Doors Later This Year, Lionsgate’s Fourth Las Vegas Attraction. 2024-02-21. en-US.
  83. News: Kubersky . Seth . Las Vegas' Area15, a collection of immersive interactive experiences, is opening soon in Orlando . December 18, 2022 . Orlando Weekly . May 11, 2022.
  84. News: Ryzewski . Steven . Here's the latest on Las Vegas attraction Area15 in Orlando . December 18, 2022 . Orlando Business Journal . August 18, 2022.

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