Almost two decades ago, North Strip was prepared to become the town of the corridor’s crown jewel. Massive casino-hotel complexes such as Echelon and the original Fontainebleau were expected to turn the area into a new hub of luxury and entertainment.
Then hit the major recession, and when the money dried, the desire to develop that stretch of Las Vegas Boulevard also made the desire to develop. Years went by when much -awaited projects remained unfinished, plots with valuable land were left vacant and small companies struggled to stay open.
But Vegas recovered, as it always does.
During the decade and a half after the economic collapse of 2008, the northern end of the stripless has been defined as a 1.3-mile section between Encore and Strat-by-billions of capital investments, which gives casino operators and other stakeholders a renewed sense of purpose.
But the corridor is still an ongoing work, and the question that is again asked is: Can North Strip finally deliver its unrealized potential?
The comeback begins
If the area ever meets expectations, the opening of Resorts World Las Vegas in June 2021 is likely to prove to be a turning point in North Strips resuscitation. The $ 4.3 billion megare resort was the strip’s first newly built casino engine for more than a decade.
Jim Murren, chairman of the Resorts World Las Vegas Board, is investing in the fact that the property and its 40 acres will continue to lead the fee for future progress.
“I am sure that Resorts World will play an important role in the vitalization of the northern part of the strip,” he said, leaving that in the next few years, “I think you will see more development up here than anywhere else on the strip.”
Another new casino hotel project has added the area’s speed.
After several years of construction, Fontainebleau debuted and stopped in December 2023. The President of the property, Maurice Wood, said that $ 3.7 billion megares was always depicted as a catalyst, a destination that will help form the future for North Strip. “
After Fontainebleau’s opening, “We saw how the right energy can create a rippling effect and have a positive impact on the surrounding community,” Woods said. “Now it’s all about staying consistently and continuing to set the standard for excellence.”
The Las Vegas Convention and Visitors Authority has also been busy in the area near the northern end of the strip. LVCVA owns and operates the Las Vegas Convention Center, a spreading multifacility complex that has undergone many extensions in its 66-year history.
The West Hall expansion ended in 2021 as part of a project of $ 1 billion that started three years earlier. Current renovation projects in northern and central halls will be completed by the end of 2025.
More than 5.9 million people participated in a conference or convention in Las Vegas 2024, with many of these large -scale gatherings that took place at LVCC.
Steve Hill, president and CEO of LVCVA, said that the agency sees North Strip as a “bit of an empty palette”, mature for creative investments and development.
“We believe that (North Strip) provides an opportunity for others to come and help connect what has now become some rather spectacular dots and develop critical mass (in that area),” he said.
Variation is spice in the casino life
The North Strip Revitalization is still far from complete.
Embedded between the glamor in Encore and Strat-grain is a stretch of Las Vegas Boulevard which from now on seems freely from the high-energy in the middle strip or the well-established block of themed at the southern end.
Still, where some can see challenges, see other opportunities.
“We look forward to North End growing,” Shana Gerety said, head of Circus Circus. “We look forward to developing more. There is obviously an increased amount of foot traffic that comes through, and we make changes and improvements to our property that will help us stand out from everyone else.”
The 56-year-old resort has not been neglected by owner Phil Ruffin, the billionaire’s real estate mogul who also owns Treasure Island. Since he bought Circus Circus 2019 from MGM Resorts International, Ruffin has spent over $ 30 million on renovations and upgrades, including opening slots and fun area 2024 with its coin -powered slot machines and $ 2 beers, sausages, shrimp and tacos.
Gerety said that the property is leaning to provide value and focus on the “fun” aspect of Las Vegas. It is a sharp contrast to luxury and abundance shown by the two newer megare resorts in the area.
“Each property has a different type of appeal, and every property can offer something else … and I love it,” she said. “I love that North End becomes a move where people can go and experience (another side of) Vegas.”
Skylar Dice, Senior Deputy President and General Manager for Strat, said that his team mainly has a two -developed strategy that involves upgrading the property and focusing on industry grounds, such as good customer service and fair playing conditions.
Following Golden Entertainment’s acquisition of Strat-technically, not on the strip and in Las Vegas City Limits-2017, the Nevada-owned and driven gaming company invested millions of dollars in the city’s most noticeable landmark. Recently, the North Strip casino increased its game-friendly casino games and adds more 3: 2 Blackjack and one-zero roulette table.
“We are always looking for new ways to improve the guest experience,” Dice said. “But what we are really focused on right now is to build the guest service culture for the team here.”
‘Where the strip started’
The northern end of Las Vegas Boulevard has always been an important part of the success of the entire resort corridor, which originates from the earliest days, says UNLV history Professor Michael Green.
From the 1941 opening of El Rancho Vegas and Last Frontier a year later, North Strip has been home to remarkable casino properties. Over the years, casino icons such as Thunderbird, Stardust and Riviera have called North Strip Home and emphasize how it has historically been an important part of the city’s identity.
“Here is something that cannot be disputed: North End is where the strip started,” Green said. “The combination of Resorts World and Fontainebleau that opens and talks about activity for that purpose, I think, has revived a certain interest in the idea that North End can make a comeback, and it would be good if it did.”
Amanda Belarmino, associate professor at UNLV’s William F. Harrah College of Hospitality, said there is considerable excitement about the possibility of a North Strip Revival.
“The extension of the congressional center and two new properties have helped to increase the profile for that part of the strip,” she said. “There are several possibilities for that area, but it seems that developing the festival (basics next to Circus Circus) may be the most promising area. In addition, new development close to Strat would also be helpful when it comes to making the area safer and more appealing.”
Larger, better northern strip
At present, there are a handful of proposed projects that can help get new energy for the North Strip.
At the site of the former Riviera, the local developer Brett Torino wants to build a facility with mixed use with a 439 foot entertainment trip and 600 feet high towers containing a 750-room non-gaming hotel and 425 housing units.
LVXP, a team of Las Vegas-based real estate developers, has presented an ambitious project for the 27 acre plot just south of the Sahara Hotel casino. The not yet named proposal has a 752 foot high tower with a 2500-room ultraluxury resort anchored by a 6,000-seater theater and an 18,000-seater, modern NBA-ready arena.
Murren, who helped to design and create the center (Aria, VDara, Waldorf Astoria, Veer Towers and the shops at Crystals) during his time as CEO of MGM Resorts, said that a sports arena at the northern end of the strip would be a proverbial game. The Murren compared the probable impact to the one in the T-Mobile Arena and the visitor’s volume that it gives to the surrounding MGM-operated properties at the other end of the strip.
“I would love to see another arena up here,” he said. “I would like it to be selfish to be here at Resorts World. But if that is not, I would still like this up and generate 15 to 20,000 spectators, 120 days a year. It would have a major impact on the North Strip.”
Gerety, which monitors a property with available land that is often cited as a potential landing site for large -scale development, agrees with the masonry’s grip on an arena in the area.
“If we could get some kind of entertainment and stadium place on the north end, it would be the last cross mark, I think, for all of us,” Gerety said.
Although he did not specifically mention an arena, wood echoed up his comrades.
“It will take sustainable investments, unique programming and deliver unmatched hospitality,” he said. “The more value we give to this area, the stronger its identity.”
When developers are setting up new projects and large casino players double their efforts, North Strip stands at a crossroads again. Whether the current momentum leads to lasting transformation or another false start remains to be seen.
But this time the efforts feel different.
“I think (this is) what makes Las Vegas so unique, so big, so dynamic and so relevant, cultural and entertainment for the world, as we constantly reinheigh what we can be and extend the boundaries of the fantasy,” said Murren. “(Las Vegas has) had all kinds of ups and downs, but we continue to redo ourselves and get stronger, bigger and better every time we come back. And I think it will happen up here.”
Contact David Danzis at ddanzis@ theplayerlounge.com or 702-383-0378. Follow @AC2vegas-danzis.bsky.social or @AC2vegas_danzis on X.
