On Wednesday, the Las Vegas City Council approved America’s first officially designated “immersive district,” a sprawling 35.5-acre area next to the art and entertainment complex known as AREA15. This groundbreaking project promises to breathe new life into Ward 3, a largely industrial neighborhood located 2.5 miles northwest of the Strip that has long suffered from neglect as the city expanded around it.
Councilmember Olivia Diaz, who represents the ward, expressed optimism about the district’s potential impact. “I really see it as a spark that’s going to bring that area of Ward 3 to life and further revitalize it,” she said.
The New Vegas Immersive District, its formal name, aims to reach full capacity by 2037. The ambitious plans include multi-family housing units, office spaces, and an array of retail and dining options alongside captivating tourist attractions.
Among the attractions already in the works is Universal Horror Unleashed, a mammoth 100,000 square-foot, year-round take on Universal Studios’ famed Halloween Horror Nights. This attraction is currently under construction adjacent to AREA15’s warehouse, located north of the Las Vegas Strip. Additionally, Lionsgate Entertainment is developing a 12,000 square-foot attraction inside AREA15 based on the popular “John Wick” action movie series starring Keanu Reeves.
The investment driving this new district comes from the Fisher Brothers—Winston, Ken, and Steven Fisher—who have already funneled a reported $100 million into AREA15. Developers are optimistic that the New Vegas Immersive District will ultimately draw 7 million visitors annually, funneling an estimated $384 million in tourism dollars into the local economy each year.
