Sea Change at the Forum Shops

      When developer Sheldon Gordon was searching for a new attraction for The Forum Shops at Caesars, he was looking for something bigger than Hot Dog on a Stick.
      The result is "Race For Atlantis," a first-of-its kind Imax 3-D motion simulator ride that is breathlessly described in promotional material as "a multi-sensory, immersive experience that takes riders on an exhilarating, visually stunning chariot race through the legendary kingdom."
      It also has a more pedestrian design: boosting foot traffic at the tony mall at Caesars Palace.
      "They could do about 3 million admissions a year, and I would guess a fair number of them would not have been there otherwise," said Gordon, whose Gordon Group Holdings Inc. and the Simon DeBartolo Group developed the Forum Shops.
      Discussion about the attraction began during the planning stages for the recently completed Forum Shops expansion, where "Race For Atlantis" is located near the animatronic statues.
      "The idea came from Sheldon Gordon," said Rich Gelfond, vice chairman and co-chief executive officer of Imax Corp. "About three years ago he approached us and suggested we put a simulator ride in the Forum Shops."
      "Race For Atlantis," which opens late this week, came together as a joint venture between Caesars World and Imax, the Toronto-based maker of wide-screen films and projection systems.
      "Our ride is the first large-scale 3-D ride ever created," Gelfond said. "We think it will be the best ride experience anywhere in the world outside of a theme park."
      While declining to be more specific about the cost than to say the price was in the tens of millions of dollars, Gelfond said "Race For Atlantis" is the largest single attraction with which his company has been involved.
      Gelfond said he expects most customers to be people who would have made it to the Forum Shops already, but many will make a special trip to see the ride.
      "We're planning an extensive regional marketing program," he said.
      That's just fine with Caesars executives.
      "I think it fits in with the overall theme of combining entertainment with shopping," said Maureen Taylor Crampton, marketing director of the Forum Shops.
      Plus, patrons can get through the ride in about a half hour -- including the four-minute ride and three-minute preshow -- and get back to shopping. The ride costs $9.50 for adults, less for locals, children and seniors.
      "It doesn't have to be a planned event. It's more spontaneous," Crampton said. "They can see the show and then return to the mall."
      Last year, the Forum Shops enjoyed average annual sales per square foot of $1,200, making it the nation's most successful retail center in terms of sales.
      The industry norm is about $350 to $400 per square foot. About 50,000 customers visit the Forum Shops every day.
      Caesars Palace spokesman Phil Cooper said the attraction will not get lost in Las Vegas' sea of attractions.
      "You see a lot living and working here, but this will blow you away," he said.
      "I saw the film in Los Angeles, and even without the 3-D glasses, I'm dodging the stuff coming out of the screen."
      Gordon said he wanted to make sure "Race For Atlantis" wasn't a kiddie ride.
      "I was very strong in my opinion that the ride not be geared to 14- and 14 1/2-year-olds," Gordon said. "I'm significantly older than 14 and I came off very stimulated. The ride will attract a very wide age and gender range."
      Because "Race For Atlantis" opens within days of Star Trek: The Experience at the Las Vegas Hilton, set to open Jan. 4, representatives of both attractions understand the comparisons but play them down.
      "They are completely different guest experiences," said Michelle Knoll, vice president of marketing for the Las Vegas Hilton. "I believe Star Trek: The Experience ... will meet or exceed visitor expectations."
      Gelfond of Imax declined to discuss comparisons other than to say: "They're unavoidable because of the timing of the openings."