Vegas' next big thing

  @FortuneMagazine September 10, 2013: 11:31 AM ET
FIO16 ferris wheel

A space for a new kind of visitor: the Linq, a 300,000-square-foot outdoor mall towered over by a Ferris wheel


Gary Loveman, CEO of Caesars Entertainment, the biggest casino operator in the world, does not like conjecture. Give him facts, and lots of them. He calls himself a "recovering academic" (he has a Ph.D. in economics from MIT) and recalls the many tests that led his company to its latest endeavor, a $550 million project called the Linq. It's an outdoor mall built out of a dusty service road that leads to what will soon be the largest Ferris wheel on earth (the preferred nomenclature is "observation wheel," since it is not temporary or for carnivals). The wheel is called the High Roller.

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