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Let the games begin:
Harrah's bets on retail

By Kevin Kenyon

How do you turn a gaming destination into a retail showcase?

That was the question posed to officials at the Cincinnati office of FRCH Design Worldwide during last year's renovation and expansion of Harrah's flagship hotel and casino in Las Vegas.

The answer to that question, according to Paul Lechleiter, FRCH's senior vice president, was The Shops at Harrah's Casino, a group of four one-of-a-kind retail venues that aim to capture the excitement of the casino and promote the Harrah's brand at the same time.

Knowing it would be difficult to compete with some of the best retail destinations in the world (i.e. The Forum Shops at Caesars directly across the street) it was decided at the beginning that something unique needed to be created.

"You're not going to compete brand to brand with the retail in Las Vegas, so the idea was to do everything possible to take Harrah's customers and keep them on the property longer," Mr. Lechleiter explained.

The four concepts, which feature bright colors, bold theming, striking shapes and theatrical lighting, made their collective debut in the fall of 1997. They include:

* The Art of Gaming, which celebrates the gaming experience through art. The 1,400-square-foot store offers a unique selection of original art (commissioned by Harrah's) as well as related books and art-inspired accessories, gifts and jewelry at price points ranging from $5 to $15,000.

* On Stage is an 1,800-square-foot store which sells compact discs, videos, theatrical memorabilia and an array of branded goods based on Harrah's live shows and the casino experience. According to officials at FRCH, On Stage's design is unmistakably theatrical, and features stage-like wood flooring marked with cue lines and fixtures resembling wardrobe cabinets.

* Carnival Corner, conceived as the Las Vegas version of a gourmet food market and party store, features enticing visual displays, nostalgic graphics, and unique design details, such as panels of glass marbles and star-shaped flooring insets. The centerpiece of the 4,000-square-foot store is a colorful juice and coffee bar.

* The final concept, Jackpot, carries a carefully selected line of branded apparel, accessories and gifts in its 1,100-square-foot space. Jackpot's boutiquelike setting features bold colors, maple wood fixtures and terrazzo flooring embedded with chips of mirror and iridescent shells.

The stores are strategically located around the resort's central court to attract hotel guests as well as visitors to the casino. There are Jackpot and an Art of Gaming locations near the lobby, and Carnival Corner and Onstage are located in the courtyard. There is also another Jackpot store near the hotel's outside entrance facing the strip.

Although Harrah's had primarily made its name as a gaming destination, last year's expansion and renovation presented an opportunity to transform the resort's underdeveloped retail component.

"What they really wanted was to become more of a complete entertainment destination," said Steve McGowan, FRCH's vice president, who helped design the project. "We looked at their brand and said, 'What are these guys all about?' We broke it down into great entertainment and shows, food, recreation, gaming and a party atmosphere. Given that formula, we blew the stores out."