Area15, the innovative experiential and art immersion attraction in Las Vegas, is gearing up for a major expansion to boost tourism in the city. Celebrating its fourth anniversary this month, Area15 has big plans to grow by more than 35 acres, introducing a hotel, housing units, and the thrilling Horror Unleashed themed attraction developed by Universal Destinations and Experiences, set to open next year.
Expanding its footprint, Area15 is set to transform the tourism landscape in Las Vegas. The Las Vegas City Council is poised to establish a tourism improvement district to facilitate the necessary infrastructure upgrades, such as water and sewer lines, to support the phased development of this ambitious project. This district aims to attract retail outlets and increase visitation to the area, ultimately driving economic growth.
In an interview with the Review-Journal, Area15 CEO Winston Fisher expressed his excitement for the upcoming developments, stating, “There’s a lot coming, and it’s pretty exciting. Las Vegas is one of the most creative towns in the world, so we’re just expanding on that. You might think we’re crazy, but we take creativity and storytelling really seriously and we’re a platform for storytellers to come to life.”
Horror Unleashed, the highly anticipated attraction by Universal, is set to debut in time for Halloween 2025. While similar experiences exist in theme parks globally, the Las Vegas iteration will be the first standalone horror attraction of its kind. Fisher shared that Horror Unleashed will offer interactive experiences inspired by the horror film genre, along with thrilling rides, promising an unforgettable experience for visitors.
With the proposed expansion exceeding the current infrastructure capacity, the tourism improvement district will play a crucial role in supporting the development of Area15. By utilizing sales tax proceeds, developers can enhance the existing infrastructure to accommodate the proposed multi-story buildings and amenities, paving the way for a new era of immersive entertainment in Las Vegas.
To gain approval for the New Vegas Immersive District Project, Area15 representatives presented their case before the Las Vegas City Council and the Nevada Commission on Tourism in public hearings. Their objective was to demonstrate the project’s potential to attract out-of-state visitors, foster new retail businesses, and ensure minimal impact on existing establishments. The process to establish the tourism district began over a year ago, with thorough research and planning conducted to assess the project’s economic impact.
According to a comprehensive study by Johnson Consulting Group, the expansion of Area15 will introduce a range of new offerings, including a 100,000-square-foot horror-themed immersive entertainment experience, 418,000 square feet of retail space, 320,000 square feet of office space, a 200-room nongaming hotel, and 585 multifamily housing units. These additions are expected to create a vibrant new neighborhood within the Area15 complex, attracting visitors and residents alike.
By 2037, when the project reaches stabilization, the expanded attraction is projected to draw 6.9 million annual visitors and generate significant economic benefits. The study forecasts $796 million in annual on-site spending, $1.4 billion in indirect and induced spending, the creation of 4,086 jobs, $384 million in increased earnings, and $15.8 million in eligible sales tax revenue. Importantly, the study indicates that the majority of spending will come from non-Nevada residents, with minimal displacement of existing sales and use tax revenue.
Advocates for the improvement district successfully presented their case to the City Council and the Commission on Tourism, garnering unanimous approval for the project. Led by Lt. Gov. Stavros Anthony, the commission recognized the potential of the Area15 expansion to drive tourism growth and economic development in Las Vegas. With plans to introduce an ordinance establishing the new district in October, the city is poised to embrace this transformative initiative.
Fisher emphasized the role of Area15 in shaping the future of Las Vegas as a premier destination for immersive entertainment. He stated, “We’re going to continue to curate and foster best-in-class experiences that want to be in Vegas and help Vegas continue to grow. Let’s not shoot for 42 to 45 million visitors, let’s shoot for 60 million.”
Since its inception, Area15 has attracted a diverse audience, particularly appealing to younger visitors seeking unique experiences. A study conducted by Drive Research in 2024 revealed that the attraction has become a popular destination for visitors aged 18 to 34, with a significant percentage of this demographic frequenting the site. This trend underscores Area15’s success in redefining entertainment in Las Vegas and catering to the evolving preferences of a new generation of visitors.
As Area15 prepares for its expansion, which includes upcoming attractions such as iFLY Indoor Skydiving, Lionsgate’s John Wick Experience, and Superplastic, the future looks bright for this dynamic destination. While the timeline for completing the expansion remains contingent on economic factors and the success of existing attractions, the vision for Area15 as a hub of creativity and innovation is set to propel Las Vegas to new heights in the tourism industry.
In conclusion, Area15’s strategic approach to boosting tourism in Las Vegas through innovative offerings and infrastructure enhancements underscores the city’s commitment to growth and innovation. With the expansion project poised to redefine the entertainment landscape and attract a diverse audience, Area15 stands as a beacon of creativity and storytelling in the heart of Las Vegas. As the project moves forward, the city can anticipate a surge in visitor numbers, economic benefits, and a vibrant new neighborhood that reflects the spirit of innovation and imagination.