CAESARS FORUM: Building the Future of Las Vegas Meetings

BUILDING THE FUTURE OF LAS VEGAS MEETINGS

CAESARS FORUM Skybridge entrance

NEW AND INNOVATIVE, CAESARS FORUM WELCOMES ITS FIRST CLIENTS THIS SUMMER

By George Seli

n the midst of the challenge our industry is facing,

Ilet’s not forget the positive developments that will also be part of the new normal. Game-changing new meeting facilities are among them, and CAESARS FORUM is a standout example. Although the venue will not host clients until later this summer, it has already established itself as a unique offering within Las Vegas’ meetings landscape. That’s quite an achievement, considering the breadth and variety of meeting facilities in the city. CAESARS FORUM’s two pillar-less ballrooms — the largest in the world — comprise a highly configurable space with a sophisticated airwall system, boardrooms and even an adjoining, 100,000-sq.-ft. outdoor event plaza. Far from being a “big box” convention center, the interior of the FORUM has a thoughtful design that both evokes nature and brings attendees closer to it via extensive use of natural light and plant life. Supporting the venue are four Caesars Entertainment hotels that are part of the CAESARS FORUM campus: Caesars Palace, Harrah’s Las Vegas, The LINQ Hotel + Experience and the Flamingo Las Vegas. All have recently reopened, and in time will be welcoming groups that have booked CAESARS FORUM.

Prior to the travel restrictions brought on by the pandemic, those bookings had been robust, representing over $450 million. Since March, the sales team has been working to reschedule groups that have needed to cancel, when possible. However, all the discussions and negotiations have been smooth and collaborative, observes Lisa Messina, Vice President of Sales. “Everybody has come to the table in a sensitive, cooperative way to say, ‘We were all dealt this terrible card, so how do we get through this together and take care of our respective organizations?’” she relates. Both suppliers and planners have handled the situation “in a way that is productive and positive, instead of creating any more angst,” Messina adds.

With Caesars Entertainment’s new health and safety protocols in place (see sidebar, page 23), guests can feel at ease when gathering at CAESARS FORUM and in any of the hotels. “We have had the mindset that as long as we could open safely and securely and the demand from our customers is there, we would

“You can do events on the Forum Plaza with the backdrop of the Strip. It affords you more diversity in terms of what you accomplish with your event.” —Lisa Messina, Vice President of Sales, Caesars Entertainment

open the properties sooner rather than later,” says Messina. “We’ve been pleasantly surprised with the number of people who are ready to come back to Las Vegas. We started opening back up in early June and the demand is strong. And for 2021 meetings will be back in a big way so we’re feeling very optimistic.” As a result of the re-openings, Caesars Entertainment is now able to host planners who want a walk-through of the CAESARS

CAESARS FORUM’S FIRST GUESTS Even more significantly, two major meeting-planning companies will be the first groups to actually utilize the venue. ConferenceDirect and Experient will hold their respective annual conferences at CAESARS FORUM in the first week of September. These conferences will surely open doors to even more future business for the venue.

“Holding our conference in CAESARS FORUM gives us the opportunity to experience the new facility firsthand, and so that we can share our experience with our customers for their consideration in booking future meetings,” explains J.J. Wills, Senior Vice President, Marketing Programs & Business Development with ConferenceDirect. She highlights the venue’s adaptability to the needs of the annual conference: “We are using one ballroom, and dividing it into multiple rooms to accommodate our tradeshow, general session, meals and breakouts. As we are designing the event, it has been really beneficial to have the flexibility to reconfigure the space in a variety of ways that meets our needs and can adapt to any changes we make to the agenda.” Wills adds that “We plan to hold a reception one evening on the adjacent Plaza,” taking advantage of the space’s scenic backdrop, which includes the 550-ft. High Roller observation wheel.

The combination of indoor and outdoor space is one of the three features of CAESARS FORUM that have most intrigued clients, Messina notes. “Many customers enjoy having that natural light and fresh air. You can do events on the Plaza with the backdrop of the Strip. It affords you more diversity in terms of what you accomplish with your event,” she explains. The second feature is logistical: “The fact that it’s one story and has great access, for those that have large production load-ins for exhibits. You’re not competing with the hotel loading docks, so load in/out is much more manageable and will save you time and money.” And third, clients such as ConferenceDirect have been drawn to the venue’s flexibility: “The fact that it is so large and pillar-less gives the customer a blank canvas to create the experience that meets their needs,” Messina says.

Prefunction space

Don Ross, Caesars Entertainment’s Vice President of Catering, Conventions and Events, explains the value of having that “blank canvas.” “I’ve learned over the years that if I have 10 customers and I give them a diagram of a ballroom, I’d have 11 different ways to set it up. They all want flexibility.” Ross points to CAESARS FORUM’s high number of rig points and the large roll-up door that allows the two ballrooms to be opened up to create an exhibit hall experience. “You can drive an 18-wheeler right into the “We built facility, into both ballrooms and CAESARS even into the smaller ballrooms,” he adds. FORUM for everybody, from BIOPHILIC DESIGN Groups will also benefit from associations and nonprofits CAESARS FORUM’s biophilic to corporate design, an approach that increases occupants’ connection to nature in various ways, from actual exposure to the natural groups, union groups and tradeshows.” environment to the visible use —Don Ross, of natural building materials Vice President to motifs that represent nature. of Catering, The interior designer for the facility, Chelsea Lavell, Partner, Conventions and Events, Caesars Director of Interior Design at KGA Architecture, explains that Entertainment biophilic design is especially suited for a conference venue: “Studies have shown that by introducing natural lighting and plants, people are more comfortable, and they learn and retain information better, which is perfect for the building we were designing and its size.” Plants adorn the exterior video screen where groups can display their messaging and branding. Even the interior lighting system is biophilic, featuring tunable lights that can mimic sunlight in the morning and create a lounge-like atmosphere in the evening. The design of the light fixtures themselves evokes rainfall.

Lavell’s team also took innovative measures to maximize the natural light. “There are six boardrooms, four of them with direct access to the Plaza. We introduced some glazing materials that separate the prefunction corridor from the boardrooms. When the rooms are not in use, [the glass] is clear so that we can get as much of that natural light to the core of the building as possible,” she explains. “But when the rooms are occupied, users can flip the light switch and the glass becomes frosted to allow privacy for their meeting.”

Ross says that designing and opening CAESARS FORUM is a milestone in his over 30-year career with Caesars Entertainment, comparable to the opening of Paris Las Vegas in 1999 (the resort reopened last month). “We’ve had the good fortune now twice in my career to be able to work from the onset as operators in designing and offering our

“Studies have shown that by ideas on how to use the space, set up diagrams, and insight on the technology capabilities,” she relates. introducing natural lighting and plants, people are more comfortable, and they learn and retain information better, which is perfect for the HIGH-END, CREATIVE F&B Wills looks forward to collaborating with Caesars Entertainment on the meal functions for ConferenceDirect’s annual meeting. “I trust the Caesars Entertainment team to be creative and innovative, while adhering to safety building we were designing guidelines,” she says. and its size.” —Chelsea Lavell, Partner, Director of Interior Design, KGA Architecture “We typically have breakfasts, lunches, dinners, receptions and breaks. I imagine we will scale back some, avoid buffet services, and set rooms to allow for social distancing while eating. We will remain focused on why we are meeting — the productive business conversations and education sessions input,” he notes. “What’s unique about the FORUM is that it’s that take place — while serving healthy, high-quality F&B.” standalone. We look at it as a complex because it’s connected Leading the food operation is Eric Vaughn, Director of to the hotels, but we are operating it as a standalone facility.” Culinary Operations for CAESARS FORUM and Las Vegas Region. Vaughn has become intimately familiar with Caesars FROM EVENT CONSULTATION TO EXECUTION Entertainment’s conference clientele over his more than 19 Yet CAESARS FORUM is similar to all other Caesars years with the company. Most recently, Entertainment properties in one important respect: quality he served as Director of Culinary experiences. Ross’ team prides itself on going beyond the Operations at Paris Las Vegas, Bally’s execution of a client’s meeting to offering a consultative Las Vegas and Planet Hollywood. “We approach. “Our Convention Services Managers [CSM] want to give participants coming to and sales team partner with the customers to understand dine with us a restaurant-quality dining their needs and provide them creative ideas based on our experience,” he says. “The quality of experience and the utilization of the space,” says Ross. “We want our team to collaborate and make recommendations and not to be order-takers. We are fortunate to have such a what’s prepared, beginning with the prep all the way to somebody’s plate, is meticulously thought about and carried Spinach & red oak salad, one of the dinner items on the CAESARS FORUM menu tenured and experienced team.” out with recipes that benchmark us as the place that has the

Wills confirms that approach to customer service. “Now that most flavorful food with the best presentation.” Menus have the building is complete, both Sales and Convention Services also been thoughtfully designed to include special dietary have been very supportive and responsive, providing us with needs, such as vegan and gluten free. Beyond quality and selection, Vaughn’s team brings

CAESARS HEALTH AND SAFETY PROTOCOLS creativity to the table. “When we get to dinnertime, we find that clients want to have a different, interesting and interactive experience that they A s Caesars Entertainment welcomes groups back to Caesars Palace, CAESARS FORUM and its other Las Vegas properties, the company’s staff is well aware of the due diligence that don’t have anywhere else. That’s our opportunity to be really creative and shine,” he explains. “We put a lot of effort into thinking what [the dinner function] is required while the pandemic persists. Accordingly, Caesars could look like and spend a great deal of time

Entertainment has implemented new Health and Safety Protocols. poring over exactly what the client’s needs are.” For

“We’ve been very open with our clients that we’re going to do example, last year his team created a “futuristic” first and foremost what the federal and state governments say we need to do,” says Lisa Messina, Vice President of Sales, Caesars reception for a major high-tech client. “A lot of thought went into that event in order to make it

Entertainment. “We’ve then been studying what the general industry is doing, whether it’s being driven by APEX, the USDA, etc.

We also look to our customers and ask, ‘What are you trying “We want to give to achieve? How can we partner with you?’” Like all responsible hospitality organizations, Caesars Entertainment is also intensifying its sanitation measures. “Our industry has always been focused on cleanliness and sanitation, and we’ve been good at doing this behind the scenes. Now the world has people coming to dine with us a restaurant-quality dining experience.” changed and customers want to see what we’re doing, and we are happy to share this with them,” says Don Ross, Vice President of Catering, Conventions and Events, Caesars Entertainment. —Eric Vaughn, Director of Culinary Operations, CAESARS FORUM

For details on the protocols, visit caesarsmeansbusiness.com. and Las Vegas Region

The FORUM Ballroom

into something that wasn’t just spaceship props on cables,” he says. Innovative items included crudités within small gardens encapsulated in clear plastic to look like bio-domes.

An onsite kitchen with the latest food-preparation equipment supports Vaughn’s staff at CAESARS FORUM. The technological assistance will enable staff to both deliver faster service and devote more time to “making that recipe and presentation really awesome,” says Vaughn. Efficiency is especially important when hosting large-scale banquets (CAESARS FORUM has a capacity of about 10,000). “Equipment is a big part of it, but nothing can beat good planning,” Vaughn stresses. “That really is the core of it, and I think that’s where a lot of people miss the mark, either by not planning, not planning enough or not thinking through the fine details that need to be planned. Just because you have an event for10,000, this doesn’t mean you’re not going to have a very special garnish, and you’ve got to put the plan in place to make sure every detail happens.”

HOTEL UPGRADES COMPLEMENTING CAESARS FORUM Concurrently with the $375 million investment into CAESARS FORUM, Caesars Entertainment has upgraded the hotel product on the campus, including guestrooms at The LINQ Hotel, Harrah’s and the Flamingo. “We knew we were going to have a new type of customer [at these hotels], the convention customers,” says Ross. “We invested a lot of capital with newly designed rooms, redesigning the lobby and reception areas, brand-new carpeting and marble — a whole facelift as these hotels are connected to CAESARS FORUM.”

But even with these enhancements, planners and show organizers still have a variety in price points among the hotels on the campus, which is so important. “With Harrah’s, The LINQ Hotel and the Flamingo you have three different experiences and price points,” Messina notes. “And then within those resorts you have multiple types of rooms, from standard rooms larger than typical city hotel rooms to hundreds of suites. That helps planners make sure that they’re offering choices [in room product], so that more customers book inside the room block.”

In addition to the room and lobby renovations, Ruth’s Chris Steakhouse at Harrah’s was also completely renovated last year, and a new steakhouse, Bugsy & Meyer’s, opens this summer at the Flamingo.

Another renovation of note is Caesars Palace’s $250 million upgrade of the Colosseum, completed last September. The comprehensive projected updated the • Accommodates more than 10,000 participants within 300,000 sq. ft. of flexible meeting space, including two 110,000-sq.-ft. pillar-less ballrooms, two 40,000-sq.-ft. ballrooms and six state-of-the-art boardrooms • More than 100 breakout rooms • Six boardrooms • Divisible into limitless configurations, utilizing over two miles of airwalls • Built on one floor for convenient move-in, along with nine easily accessible loading docks • Forum Plaza, a 100,000-sq.-ft. outdoor event space • LEED Silver rating • Direct access via skybridge to Harrah’s Las Vegas and

The LINQ Hotel + Experience • Adjacent to the High Roller observation wheel and

LINQ Promenade, restaurant and entertainment complex

seating and technology. Most interestingly, a new platform was added that can raise guests near the front of the stage so that they are closer to the performers. “We do have a lot of planners and show organizers that utilize the Colosseum,” says Ross. “If they want to have a general session, they can make an extension to the stage for a production company to take over. This gives us more flexibility.”

A CUSTOMER-CENTRIC CREATION Flexibility is also a guiding principle in CAESARS FORUM’s development. The ancient forum in Rome was one of the original places for gatherings. Similarly, CAESARS FORUM is flexible and can be used for a great variety of events, held by many different kinds of organizations. As Ross puts it, “We built CAESARS FORUM for everybody, from associations and nonprofits to corporate groups, union groups and tradeshows.”

So while the building is customer-centric in terms of having the design, technology and food service that will optimize a client’s event, it is not focused on any particular type of customer or event. Striking that balance is an impressive feat. The design team’s ingenuity will ensure CAESARS FORUM plays a major role in the future of Las Vegas meetings.