By Jim O'Connell/O'Connell & Goldberg
As the first high-rise condominium to be built on the Las Vegas Strip in two decades, Turnberry Place would feature breathtaking views and luxurious amenities in each
residence. But considering the sales center was to be located in a trailer on the construction site, how could the sales team effectively showcase these attributes?
Our answer became what is known today as "The Ride." Stepping into a private elevator, potential buyers are whisked "up" to the top floor, where they emerge in a lavishly
appointed 2,795-sq.-ft. model apartment. They are greeted by their host, who magically appears on plasma screens in various rooms as he leads a tour of the apartment. He appears
in distinctive attire as he moves from room to room, including a chef's apron for the kitchen and a bathrobe for the master bath. Romantic flames suddenly spark in the fireplace.
Inviting jets of water come to life in the whirlpool. The majestic views afforded by a clear day slip into the panoramic glitter of Las Vegas by night.
To make this happen, we designed and oversaw construction of a full-scale apartment inside a larger, rectangular structure. The three-dimensional community skyline effects
viewed from the apartment's balconies are actually huge photomurals that form cycloramas on opposite sides of the unit. Concealed theatrical lighting instruments used in concert
with a series of fiber optics simulate various day-to-night effects.
In addition to illuminating the skyline, virtually every light fixture in the apartment is controlled by computers. Lights that fade out in one room as they fade up in another
contribute to the flow of the tour, ensuring that visitors keep up with the tour guide's pace. Thousands of prospective buyers have enjoyed "The Ride" at Turnberry Place, and the
client credits it as one of the keys to the project's enormous success.