The Pier Observatory Mall Entertainment Program at Caesar's Atlantic City Atlantic City, New Jersey USA Adventure Studios worked with this well-known developer in exploring alternatives for a themed attraction - a mall entertainment installation, at a retail-entertainment center to be built on the Pier off the boardwalk in front of and part of Caesar's Atlantic City. The overall objective was to create an attraction suitable to encourage "wondrous" and repeat visitation, create an icon, and to specifically draw visitors to the retail-entertainment center along the Pier. The story behind The Pier Observatory at Atlantic City is its' status as the world?s first group transporter, a virtual reality chamber that each hour on the hour, takes guests on an immersive journey. The hourly shows at the Pier will always be worth waiting for. As the hostess notes to us as our experience begins, the Observatory is the first full audience simulator (and perhaps ... something more ... perhaps a place too well devised). Whether transported to the night sky over Paris, placed in a living music video, or inserted in thunder storm, each experience truly places each guest in the moment. The Show space at the Pier is always activated. Whether a guest wanders up the staircase during a peak performance, or just anytime during the day, there is always something rather interesting happening in this place. And the Observatory is not only aware of the presence of guests. The room is also self-aware. The Observatory also has a personality. We likely never see our ?room presence,? but guests certainly catch fleeting feelings of a sentient and benevolent spirit in this place. Perhaps the spirit of Atlantic City?s madcap days of yesterday really do live on here at the Pier. Guests moving up the staircase ?feel? water move past them as it gushes down the staircase. A family group milling about in the plaza finds that the overhead rigging is "interested" in what they are looking at. And when they walk up the staircase, they find that a group picture of their plaza experience awaits them on a nearby screen. Not only does our presence here have a personality, but it changes throughout the day, at times energetic, at other times playful, perhaps at other times needing to express the dramatic. The room does not scare, but the room seems to always reveal some new aspect of its personality. Did I just hear the jumping horse splash into the fountain ? I certainly saw the splash ! And the opportunity for guests to ?self select? themselves for a fully interactive moment in each Show, is truly remarkable. When my hair stood on end, perhaps I really did become part of the spirit of Atlantic City ! Client: Gordon Group Holdings, LLC
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