As the Aladdin Resort & Casino
continues its slow transformation into the Planet Hollywood Resort
& Casino, its Shops at Desert Passage retail complex is staging
its own metamorphosis and will re-emerge as the Miracle Mile Shops.
Although the reinvented shopping complex won't hang its new shingle
until mid-2007, myriad "miracles" are already taking place as a new
kind of visitor experience progressively unfolds.
For example, the
colors and contours of Desert Passage's existing Moroccan
decorative theme are disappearing in a $50 million makeover that
began in March.
Russ Joyner,
general manager of the shopping complex, said that some of the
existing Middle Eastern design components may remain because a
complete purge "would not be cost-effective." But he made it clear
that a modern, sleek, urban look will prevail when the rebirth is
complete.
One major aspect
of the renewal involves the context in which the retailers will
operate. It will allow them, Joyner said, "to be a bit more
expressive, let the retail storefront tell more of the story of
what's going on inside the space ... more glass, bigger signage,
brighter lighting."
As for the kinds
of shops that will operate in, and define, the complex, Joyner
hinted at retailers "that are part of popular culture."
"We don't want to
necessarily have shops that relate to a [specific] theme but that
are more relevant to the masses," he said.
He mentioned
clothing retailers Quicksilver and Urban Outfitters as part of an
evolving midmarket roster that also includes the recently opened
Rocky Mountain Chocolate Factory and Hawaii-based convenience
outlet ABC Stores.
On the
menu
Restaurant
outlets are in the same vein. Tenants such as the Tacone Flavor
Grill (specializing in gourmet wrapped and grilled sandwiches,
soups and salads, desserts and smoothies), Max's Cafe and Pampas
Churrascaria are three recent additions that appeal to a critical
mass: not too pricey for the marketplace but still fun,
interesting, hip and contemporary.
A Greek
restaurant, Taverna Opa, will open this fall. A Trader Vic's is
planned for spring of next year and, although the entrance will be
located inside the Miracle Mile complex, the Polynesian-themed
restaurant will also have "a substantial exterior presence,"
according to Joyner.
In fact, the
outside appearance of the entire Miracle Mile complex will change
dramatically.
"By the first of
the year, you'll see a very obvious change in the property from the
exterior," Joyner said. "We're making great efforts to be relevant
from the Strip."
Highlights will
include a 162-foot reader board to extend 40 feet above the roof
line, which will give Miracle Mile management "lots of
opportunities to tell the story of what goes on inside the
property."
According to
Joyner, there will also be more "seamless" and "user-friendly"
means for visitors to combine the hotel-casino and shopping mall
experiences.
Having a
ball at the mall
The mall will
also have a strong entertainment element, some updated from Desert
Passage days and some brand-new.
The new Steve
Wyrick Entertainment Complex, a multishow venue slated to open this
fall, will house a 500-seat theater, an "ultra lounge," a magic
shop and a restaurant called Flavour.
The existing V
Theater, home to "V the Ultimate Variety Show" and Beatles homage
"The Fab Four," will be renovated and remodeled.
Meanwhile, erotic
revue "The Fashionistas" will continue at Krave, an alternative/gay
nightclub attached to the retail complex.
In terms of
special attractions, Joyner said management has "a few ideas in the
design stages," including a special-effects experience throughout
the property.
"We've dedicated
a fair amount of open space within the center that we can take
advantage of as opportunities present themselves, and we'll
continue to work in concert with the hotel and casino in joint
effort attractions," Joyner said.
Currently,
shoppers enjoy "live" rainstorm shows at Merchants' Harbor -- every
hour on the hour weekdays and every half-hour Friday to Sunday --
as well as performances by acrobats, contortionists and
musicians.
Although the
Theater for the Performing Arts is in the operational hands of the
Aladdin/Planet Hollywood, the venue entrance is located in the
shopping area, and there are plans to remodel and upgrade that
entryway while the theater itself is undergoing
renovations.
Joyner mentioned
other enhancements such as patio entryways, additional signs to
navigate the center, an interactive directional system, people
movers, new carts and kiosks and "transitions to and from the
casino that will be much more generous, wider and
inviting."
For more
information, visit www.desertpassage.com.
To contact the reporter who wrote this article, send e-mail
to [email protected].