The developers of Southern Highlands unveiled plans Wednesday to extend the Las Vegas Strip farther south.

Clark County Commissioners granted approval to Olympia Gaming for a master plan to develop a 100-acre site bordered by Las Vegas Boulevard to the east, Interstate 15 to the west and St. Rose Parkway to the south, that will include retail, gaming, hotel and entertainment.

The initial development will use 50 acres of the parcel and will include a $750 million hotel-casino that will have 610 rooms, a large gaming area, meeting space, restaurants and other entertainment attractions.

About 20 acres of the overall site will feature mixed-use retail. The project is expected to break ground in the fall of 2006.

The project, named the Southern Highlands Casino-Resort, comes on the heels of the $600 million South Coast, which is being built by Coast Casinos, a Boyd Gaming Corp. subsidiary, and is expected to open soon after Jan. 1 at its 60-acre location off Las Vegas Boulevard and Silverado Road. The South Coast will open with 600 rooms and a second 700-room tower, currently under construction, is expected open by May 2006.

Olympia Gaming said its project will be the first major hotel-casino travelers from California will see when entering the Las Vegas Valley along Interstate 15.

"Increased population growth and market demand have made the South Strip the next area of resort development," Olympia Gaming President Gary Goett said.

He expects the hotel-casino, which is slated to open in 2008, to attract tourists as well as residents of several neighboring communities, including Southern Highlands, Silverado Ranch, Anthem, Seven Hills, and Green Valley.

When completed, the project is expected to cost developers more than $2 billion, Goett said.

"I envision constructing a spectacular development that is an attractive alternative to the Strip," Goett said. "We are creating a casino-resort that provides guests with multiple entertainment options whether its a day of shopping, dining, gaming, or relaxing."

Southern Highlands, developed by Olympia Land Corp., is a 2,700-acre master-planned community that includes the Southern Highlands Golf Club.