Refit for a Hit: Mob Attraction opens at Tropicana

After a splashy debut a year ago followed seven months later by a trip to Chapter 11 bankruptcy, what has been rechristened the Mob Attraction will fully reopen today without any ceremony.

Coming with it will be a toned-down business plan, with lower admission prices and much more modest attendance projections. The new promoters hope that their second chance will generate the profits that proved impossible as the parent company of what was formerly called the Mob Experience collapsed under more than $20 million in debt.

More than 80 percent of it is the same, said Tom Zaller, the president and CEO of Imagine Exhibitions, who has taken charge of Mob 2.0 as a consultant for the new owners. Besides the same location in the rear of the Tropicana Las Vegas, back are the live actors who play cops and mobsters, along with the videos starring actors such as James Caan and Tony Sirico. Also remaining place are the room-sized recreations of docks, back alleys and sidewalk cafes where bosses hold court, sitting at tables with plastic cannoli and cappucinos.

Also still in the display cases are the mementos of mob bosses including Tony Spilotro and Meyer Lansky, along with home movies of Benjamin "Bugsy" Siegel. This led to criticism that the attraction covered murderers and sociopaths with a warm, fuzzy patina.

"I don't think this is sugar coating it at all," Zaller said. "It's just telling both sides of the story."

However, Zaller whacked one wing at the end -- patrons walk through in one direction -- that covered about a fourth of the 30,000 square feet. While the first part draws patrons into a role playing with the actors and the next part includes the collection, interactive video and Las Vegas history, the now-closed part, wandered in directions that "left visitors confused," Zaller said.

Further, project consultant Lou Ventre said the Mob Attraction has installed new projection equipment, not visibly different to guests but more reliable than the leased originals. They were repossessed during the bankruptcy.

The collection area will now have a bar, not only as a potential profit center but as a test of possibly building a small speakeasy later.

The basic adult ticket prices of $28 per adult marks a steep discount from the previous $40 but still more than the $18 charged by the Mob Museum that opened downtown two weeks ago. With most of the liabilities stripped away by the bankruptcy, Zaller expects the Mob Attraction will show positive cash flow, even with a proliferation of $5 off coupons.

Like the Mob Museum, the Mob Attraction hopes to draw at least 300,000 people a year. Previously, Mob Experience developer Jay Bloom had talked about 1.5 million.

Contact reporter Tim O'Reiley at toreiley@reviewjournal.com or 702-387-5290.