Caught in identity crisis

Thursday, Dec. 14, 2006 | 7:22 a.m.

What: "Viva Las Vegas!"

When: 2 p.m. and 4 p.m., Mondays through Saturdays

Where: The Stratosphere's Theater of the Stars

Tickets: $16.85; 380-7777

More than 3 million fans have seen "Viva Las Vegas!" since the feel-good revue made its debut in April 1991.

Whether they will be able to see it again after the end of the month is in question. The show's final performance at the Stratosphere will be Dec. 30.

"The contract ran out," producer Dick Feeney said. "We were discussing some new possible deals, but we just couldn't come to terms.

"I think part of the reason we couldn't come to terms is that they're going through a re-evaluation. They've hired some new marketing people, an analyst from New York."

Stratosphere spokesman Michael Gilmartin said the officials are looking at options, as far as entertainment goes.

Feeney says he will find a new venue for "Viva."

"I have had contact with a few properties in town," he said. "The show has such a recognition - we get a tremendous amount of repeat business. I mean people have seen the show a hundred times; a certain segment, every time they come to town, they will see the show."

But have time and changing demographics finally caught up with the popular, bargain-basement production whose price of admission has gone up only $5 - tickets still are less than $17 - in the past 10 years?

Feeney says the Stratosphere is going through an identity crisis.

"They're looking at other properties and what they're doing," he said. "They're looking at young nightclub crowds spending money up and down the Strip, but all of the Strip properties are in a bit of an identity crisis, too."

"Viva" is now the longest-running afternoon show in Las Vegas, opening at the Sands Copa Room in 1991.

"We had an eight-week contract and then they cut it to four," Feeney said. "I said, 'OK, we'll give it a try.' "

Much to everyone's surprise, the show caught on.

But after five years, when Sheldon Adelson closed the Sands to build the Venetian, Feeney moved his show down the street to the Stratosphere; it celebrated its 10th anniversary at that location in October.

Feeney also produces, along with Sandy Hackett, "The Rat Pack Is Back" and "The World's Greatest Magic Show" at the Greek Isles.

"The town's changing quite a bit," he said. "We get two major conglomerates (MGM Mirage and Harrah's Entertainment) who control something like 90 percent of the casinos. Before, moving shows around was a little bit easier because you had a bunch of independents and they were all looking for an edge against the other guy.

"Now, it's a little bit tougher."