AREA15

Client: Fisher Brothers / AREA15

Type: Experiential Design / Real Estate Redevelopment / Creative Consultancy

Services: Creative Direction / Creative Strategy / Experiential Design / Master-Planning / Business Development

AREA15 is now the most-visited attraction in the United States (placer.ai, 2003), transformed from a vacant lot in Las Vegas into a 200,000-square-foot immersive entertainment district. Getting there required five years, 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 Fisher Brothers could actually build.

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 into what would eventually become AREA15. I led the initial concept, strategy, and business case for Fisher Brothers, defining the vision as it moved from a series of conceptual sketches to a standalone operating company.

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.