The Hettema Group Selected to Design World's Largest Observation WheelThe High Roller, planned to be the world's largest observation wheel, will soon rise above the sands of Las Vegas, Nevada. With light and movement, the High Roller will combine entertainment with spectacle while offering the view of the Las Vegas skyline. Caesars Entertainment Corporation selected The Hettema Group, an award-winning design team that specializes in creating and producing one-of-a-kind, immersive experiences. "The Hettema Group is thrilled to be working with Ceasars Entertainment as designer and art director for the High Roller wheel and guest experience," said Phil Hettema, president and creative executive, The Hettema Group. "Our goal has been to create both an iconic, elegant, and unique design for the wheel, as well as a festive and unforgettable guest experience from beginning to end." Among the planned features, visitors will have the opportunity to reserve a cabin on the High Roller for special occasions complete with cocktails, music, and entertainment as party-goers soar into the sky with the lights of Vegas below. Since the invention of the Ferris Wheel by G.W. Ferris -- the most popular attraction at the Chicago World's Fair in 1893 -- giant wheels have been popular throughout the world. Now state-of-the-art technology has made larger and more sophisticated observation wheels possible, from the London Eye to the Singapore Flyer, but at 550', the High Roller will be the tallest wheel ever built. The Hettema Group is working on the project in collaboration with Arup, known for their engineering and design work on the London Eye and the Singapore Flyer. "Our alliance with Arup will enable us to take a quantum leap forward, in both sophistication and design of the wheel," Hettema added. Rising parallel to the strip, the giant wheel will be a new addition to the Las Vegas skyline, with 28 air-conditioned cabins capable of carrying 40 people each. During the 30-minute ride, visitors will be treated to spectacular views of the Las Vegas Strip, city skyline, and vistas beyond. With the opening planned for late 2013, more than 4.5 million visitors per year are anticipated to climb on board as the big wheel keeps on turning. Work is now underway on the High Roller, which will serve as the majestic centerpiece of The LINQ, a new $550 million development by Caesars Entertainment encompassing an open-air retail, dining, and entertainment district located in the middle of the Las Vegas Strip. 
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