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Rohit Joshi, representative of the owner of Neonopolis, says he’s finally achieved his goal of attracting a financially stable “name” tenant to the mostly empty mall.
Tuesday, Nov. 11, 2008 | 2 a.m.
For years, the hulking downtown retail structure called Neonopolis has remained mostly empty, save for a restaurant and pool hall anchoring one ground floor corner, and a sparsely attended movie theater complex on its top floor.
Sun Archives
- Downtown has more misses than hits so far (9-9-2008)
- Downtown’s biggest booster unbowed (8-15-2008)
It was the great hope of downtown redevelopment when it opened in May 2002, and by most accounts it had failed. Long-promised restaurants and night life venues never materialized. Some businesses came, fell flat and left. Dozens of others resisted moving there in the first place.
At least that used to be the story.
The 250,000-square-foot, $100 million, box-shaped mall may finally be fulfilling its potential. In the process, a symbol of downtown Las Vegas’ difficulties could become a sign of its growing viability.
Neonopolis seems to be attracting so much attention at once that Mayor Oscar Goodman — who in the past has noted the project was launched by a previous administration — was moved to dance around his chair at a recent City Council meeting.
“Neonopolis, as I’ve always characterized it, has been my albatross,” Goodman said at an Oct. 30 news conference. “I’ve had to live with it, but I was never happy with what was happening there.
“As I stand here today, it could be the tipping point as far as success down there.”
There’s a new sandwich shop and a sushi restaurant on the ground floor. An upscale Italian restaurant and a swank new lounge for young hipsters are to open next month.
One flight up are the Southern Nevada Museum of Fine Art, with a large and modern gallery space, and the Southern Nevada Center for the Arts. Three of Galaxy’s movie screens on the top floor are to be converted into theater space.
According to the owner’s representative, Rohit Joshi, one of his plans since coming to Neonopolis in mid-2006 was to attract a financially stable “name” tenant, to help convince businesses that it was a viable site to consider. He’s found two.
Telemundo, the Spanish-language television station, has announced plans for 20 employees to occupy 17,500 square feet on the third floor, including a broadcasting studio, as well as fancy new LED video screens and satellite dishes on the roof.
Perhaps most impressive, the attraction called Star Trek: The Experience appears also to be coming to Neonopolis. Plans are to retrofit a large amount of space on the first floor to allow for rides, as well as a Trek-themed restaurant and museum.
The Trek attraction ended an 11-year run at the Las Vegas Hilton in September.
When asked whether developments at Neonopolis were proof that downtown redevelopment generally was turning the corner, Goodman said at his Oct. 30 weekly news conference: “We’re doing phenomenally.
“In this market, it’s incredible how much interest we have in the downtown.”
The fast-talking Joshi said it’s gratifying to have his hard work on the project finally seem to be paying off.
He’s also happy that the city, which has more than $30 million invested in the land underneath Neonopolis and the parking garage there, believes a successful Neonopolis will be a bellwether for a revitalized downtown.
“If it used to be an albatross around the mayor’s neck, I think it’s becoming a necklace,” Joshi said between laughs.
Nice job Mr. Joshi! Thank you for providing a wonderful example of what is possible when people believe more in their vision of success than the vision of failure.
Well geesh. I think a lot of the problem is advertising. I would have loved to go to the art museum. I went to Jillians for lunch. Walked down to the Western and all around Fremont street. Took pictures of all the neon (even went to the neon graveyard) but most of all I would have loved to visit the art gallery
Most of those early businesses in there that failed didn't advertise or promote themselves. You simply can't rely on foot traffic to make your business work.
You HAVE to advertise and promote yourself.
Good points,
The fact is, Neonopolis is a more of a destination mall/location. You can't compare it to a mall like say Galleria or Meadows were locals frequent often or when they are board. Locals rarely go to Neonopolis unless there is an event, and tourists just happen to stumble upon it as they travel down Fremont. A prominent "anchor tenant" alone wont attract traffic. (I.e. a movie theater, nice restraint, major department store etc.)The space needs to not only create a single identity or brand position, but cater to that clientele early and often with constant events and aggressive advertising and promotion. I always thought that the space/venue should have capitalized on its proximity to the "Arts District" and cater to that clientele. Art events could be held their especially on first Friday and the mall could have focused on attracting arts related tenants (galleries, museums, studios, shops etc.). The movie theater could have instead been a performing arts theater booking various types of shows and events and with the growing demographic of young contemporary "hipsters" who are into art, fashion and music the space could have quickly developed an identity catering to that group.
Be careful because the best and only thing Star Trek has going for it is the loyal fan base, but that alone won't spark the revitalization of this project unless the mall develops an identity that works with its location and the demand.
Fans of old-school Vegas are rooting for downtown.
It's nice to see new life breathed into this location that has such potential. I'm sure it's been an uphill battle to turn this place around, and wish nothing but success for Neonopolis. Southern Nevada Museum of Fine Art is well worth the visit with works from the likes of Dali, Miro, Picasso, and much, much more. And it's only 3 bucks per visit.
I moved to Las Vegas for 3 reasons:
1. Weather
2. Casinos
3. Star Trek - The Experience!
I was so disappointed when it closed, I think the main issues with it was advertising, advertising and most of all advertising! The powers that be took off the ads on the Monorail, and other than the sign at the Hilton, there was no sign that The Experience even existed! Perhaps this will give a chance for someone to realize the potential of this attraction! It is a destination site, and if treated as that, I think it will do very well!!! Good luck to Neonopolis with this bold venture!