LAS VEGAS – AREA15, the wholly reimagined retail and entertainment complex opening in late 2019, announced the hiring of Jim Heilmann as General Manager. In his new role, Heilmann will oversee day-to-day operations, drive strategic growth objectives, manage tenant, artist and event integration and spearhead long-range planning to build strong community partnerships. Located just off The Strip on W. Desert Inn Road, AREA15 will offer 126,000 square feet of immersive experiences, themed events, art installations, experiential retail, restaurants and nightlife. The anchor tenant Meow Wolf, an immersive art experience, will collaborate with artists locally and globally to create unforgettable and imaginative experiences for the projected 1 million visitors per year. Heilmann’s expertise in managing large-scale retail centers will be instrumental in cementing AREA15’s reputation as the world’s first immersive bazaar.
“Jim brings a unique perspective to our growing team at AREA15,” said Winston Fisher, CEO of AREA15. “His in-depth knowledge of the traditional retail industry will complement many of the groundbreaking ideas we are implementing as we set out to change the retail model. And we’re going to have a lot of fun along the way.”
With over 20 years of experience in retail, Heilmann most recently served as the Senior General Manager of Fashion Show mall on the Las Vegas Strip. In this capacity, he aggressively led a team interdepartmentally to innovate, drive revenue, create operational efficiencies, and improve best-in-class standards and consumer experiences. Under Heilmann’s leadership, Fashion Show mall grew to be one of the nation’s largest, most productive and iconic shopping centers. Prior to his position at Fashion Show mall, Heilmann managed a variety of retail complexes owned by the real estate company, General Growth Properties, now Brookfield Properties Retail Group. He has an extensive history of assembling and leading high-performing, multi-discipline teams through many challenges and high-profile projects, program launches, events and initiatives.
Heilmann earned a Bachelor of Science in Economics from Northern Illinois University. He lives in Las Vegas, Nevada with his wife and two daughters.
AREA15 is a wholly re-imagined world weaving together immersive experiences, themed events, art installations, restaurants, bars, and nightlife. Opening in late 2019, the complex will appeal to a variety of clientele, including gamers, comic-con and sci-fi enthusiasts, artists, music and festival lovers, and anyone simply looking for an immersive and unique experience. AREA15 is a development project led by a joint venture between real estate development firm Fisher Brothers and creative agency Beneville Studios, both of New York. The complex offers up to 126,000 square feet of customized tenant space for a curated collection of experiential and retail businesses, 68,000 square feet of leasable ground floor space, and up to 58,000 square feet of mezzanine space. A 40,000-square-foot indoor and outdoor event space—ideally suited for live music, festivals, corporate events, e-sport tournaments and much more—will be adjacent to the retail and dining options. Complementing the retail and event space is the interconnected “Spine,” a destination unto itself as an immersive bazaar and promenade that ties all of the tenants together.
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