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January 28, 2015

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j. patrick coolican:

Fancy names aside, they’re still Ferris wheels


Steve Marcus

A model shows the SkyVue observation wheel relative to Mandalay Bay in the company’s offices Monday, May 21, 2012. The top of the 500-foot tall ride will be higher than the Mandalay Bay with a phenomenal view of the Las Vegas Strip, said SkyVue developer Howard Bulloch.

J. Patrick Coolican

J. Patrick Coolican

Linq Project Underway

Construction workers are seen during a media tour of the Linq project Wednesday, July 25, 2012. Launch slideshow »

Observation Wheels

If all goes according to plan, two giant observation wheels will dot the Las Vegas skyline. These artist renderings show the two wheels. At left, Caesars Entertainment is planning to erect one near O'Sheas as part of Project Linq. (The rendering is from 2009, when Caesars was known as Harrahs Entertainment.) At right is the Skyvue Las Vegas Super Wheel project, which has already broken ground at a site near Mandalay Bay. Launch slideshow »

Observation Wheels Under Construction

A view looking north from a helicopter shows Strip casinos Monday, May 21, 2012. The Linq, a $550 million Caesars Entertainment project between the Flamingo and Imperial Palace, will be anchored by the 550-foot tall Las Vegas High Roller observation wheel. The photo is taken from the approximately 550 feet. Launch slideshow »

SkyVue Observation Wheel

The foundation for the SkyVue observation wheel across from Mandalay Bay is poured Thursday, March 1, 2012. Launch slideshow »

Journalists and public relations professionals — also referred to in newsrooms as “flacks,” “hacks” and “corporate shills” — are in a constant tussle about language.

(I use the terms lovingly, of course — we’ll all be in PR eventually.)

It’s not “torture”; it’s “enhanced interrogation techniques.” It’s not a “used car”; it’s “pre-owned.” Even though it will weaken the Clean Air Act, we’re calling it the “Clear Skies Initiative.”

Las Vegas marketers achieved one of the all-time euphemism scores when they magically turned gambling into gaming.

Journalists play a balancing act between good common sense and recognizing that people are allowed a certain freedom to refer to themselves, their products and their policies as they wish.

That brings me to the injunction against “Ferris wheel.” Desert Land LLC and Desert Oasis Investments LLC are building the SkyVue Las Vegas Super Wheel on the south Strip, and Caesars Entertainment is building the High Roller as part of the new LINQ project. (Note that Caesars puts LINQ in all capital letters, which conveys its importance.)

But don’t call them Ferris wheels. Caesars is particularly adamant about this.

That is why I’m calling them Ferris wheels. Have you heard about the giant new Ferris wheels coming to Las Vegas? Gonna be killer. (By that I mean cool, not dangerous.)

Why are they so opposed to us calling them Ferris wheels? Oh, they tell us, they’re so much more than Ferris wheels. The SkyVue Ferris wheel will be 500 feet tall. Caesars’ High Roller Ferris wheel will be 550 feet, even taller than the London Eye, which is another Ferris wheel.

According to the Associated Press, the High Roller Ferris wheel “would have 28 air-conditioned bubble-like cabins capable of accommodating 40 people each. At capacity, more than 1,100 people at a time would see broad panoramas of marquee-lit resorts during a 30-minute revolution.”

(Let’s hope gambling and smoking will be allowed in the “bubble-like” cabins. Otherwise, it wouldn’t be a true Vegas experience.)

I think the real aversion to calling them what they are — which is Ferris wheels — is that Ferris wheels evoke a less glamorous image. We think of a rickety ride run by some methed-out carnie at a county fair. In my hometown back East, this event is called Old Home Day, notable, as a friend memorably put it, for its drunken, tattooed bikers and little kids with broken limbs. Plus, fried dough and a Huey Lewis cover band.

I acknowledge that the glamorous Ferris wheels under construction on the Strip sound different than the Ferris wheel of our youth. But this need to distance themselves from the Ferris wheel label is snobby elitism on the part of these companies. I’m guessing a lot of Americans experienced all the important things in life — the first kiss, first shot of Jack Daniel’s, first puff on a joint — on a Ferris wheel.

Moreover, the attack on the Ferris wheel name is an attack on a famous Nevadan. That’s right, the inventor of the Ferris wheel is a Nevadan, more or less, and we’re now denying him his legacy on behalf of a corporate branding campaign.

Here’s Guy Rocha, the retired state archivist: “George W. G. Ferris Jr. was 5 years old when his family moved from Galesburg, Ill., to Carson Valley, Nevada Territory, in the summer of 1864. One story goes that his inspiration for the Ferris wheel came from his fascination with the operation of the large undershot water wheel near the Cradlebaugh Bridge on the Carson River — others say the big water wheel near the Mexican Mill.”

Ferris, Rocha writes, was a successful civil engineer back East when he came up with the idea for the Ferris wheel for the World’s Columbian Exposition in Chicago in 1893.

“When the 264-foot-high Ferris wheel finally opened on June 21, it was an overwhelming success and the fair’s primary attraction. During the 19 weeks it operated, the Ferris wheel carried 1,453,611 paying customers. Its gross take was $726,805.50.”

The wheel was used in other expositions, but Ferris died in 1896 at age 37.

Hmmm. That’s my age. I tried to think of a good euphemism for “died,” but they don’t work very well.

Here’s hoping that after I get “downsized“ and “right-sized” and “synergized” out of journalism, Caesars will hire me to operate its Ferris wheel.

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  1. Was this supposed to be funny or clever? I missed the point of your article.
    I have seen the drawings for these wheels and there way anyone would confuse them for a Ferris wheel.

  2. In essence, both are modified Ferris Wheels, and the inventor, should be given some honor at each of them. It seems like over-kill to have two located on the Las Vegas Strip, absolutely saturating the market, and diminishing the novelty of such an attraction. Having both so close, will likely have a negative effect financially as well. But welcome to Clark County, where money and power are supreme with the Planning Commission.

    Why can't they have a monorail from the international airport to all the attractions along the Las Vegas Strip, Fremont Street, Town Square, Summerlin, Las Vegas Raceway, Red Rock, even Boulder City? NO. We need two Ferris Wheels.

    Prediction: when both Ferris Wheels are operational, within 5 years, one of them will go belly-up and be a blight to the area like the Harmon. This is so very UNfortunate.

    Blessings and Peace,

  3. When one goes Belly Up we can Put it on it's side and call it the Largest Scrambler Ride in The world.

  4. They should legalize prostitution in the Wheels ( Cabins).30 minutes per trick seems about right.

  5. I hope they don't price the public right out of it.What will you need to pay to get on ? A days wages? I know this is a gambling town...but with a project like this and the bust of City Center you have to wonder if they people are not suffering from heat stroke !!