AREA15 is the most-visited attraction in the United States, transformed from a vacant lot in Las Vegas into a 200,000-square-foot immersive entertainment district.

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It took a developer willing to bet on a category that didn't exist yet, and someone to carry the idea from a conversation into a business that Fisher Brothers could actually build.

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The concept began in 2015, when Winston Fisher and Michael Beneville were introduced. I was at the table when Winston first described his desire to transform a parking lot off the Las Vegas Strip, and he, Michael, and our team began brainstorming what would eventually become AREA15. In partnership with Fisher Brothers, I led the initial concept, strategy, and business case for Beneville Studios, defining the vision as it moved from a series of conceptual sketches to a standalone operating company.

From 2015 through the grand opening in 2020 until my eventual departure from Beneville Studios, I remained a consulting strategist, creative director, and liaison between the founders, developer, artists, architects, engineers, and in-house team bringing it to life.

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The success of our collaboration grew into a wider, multi-year relationship with Fisher Brothers as retained Creative Consultants. Our work expanded into the greater AREA15 campus in Las Vegas, and work on their core portfolio of Class-A commercial and residential real estate in New York City and Miami.