Hal Rotham, University of Nevada history professor and author of Neon Metropolis, How Las Vegas Started the Twenty-First Century, agrees and believes that the concept was beset from the start. "What was wrong was that it perverted the Las Vegas experience," he says. "They gave the middle class a middle class experience; this was just never special enough to deliver."

Boulevard has dished out $50 million on interior and exterior renovations to change that perception. The heavily themed Moroccan décor has been whitewashed and dulled to make way for a look similar to that of Planet Hollywood. Edelstein says the mall has been in discussions with the casino owner to find design programs that complement each use of the property. The combined efforts and redesign is expected to bring Desert Passage owners and its tenants a hefty return.

Though Edelstein says Desert Passage is not in direct competition with the Forum Shops at Caesars or the Grand Canal Shoppes at the Venetian--two centers that average yearly sales of at least $1,000 per sf--his optimistic goals say otherwise. "By the end of 2005, we will be a $1,000 per sf mall; we have the traffic, now all we need to do is create the synergy."

Robert K. Futterman & Associates LLC is the leasing agent of the property. A New York City-based company, it served as the exclusive retail consultant for the $1.7 billion AOL Time Warner Center near New York's Central Park. The company announced on Monday that gift shop Arelni LLC's Vegas the Store committed to a 2,000-sf foot lease in the center. Neighboring retailers include: Galleria Arte Fino, Prana Lounge at Crustacean, bebe, Ben & Jerry's, Fossil, Chico's and Havana Republic.

The group also signed Urban Outfitters to a 12,000-sf lease, which will serve as an anchor for the center. Bebe Sport, Coffee Bean and Tea Leaf, Modern Watch and Painted With Oil also signed onto the mall.

Last September, Planet Hollywood launched an ambitious $500 million plan to resurrect the $1.4 billion resort, and has plans to reflag the casino as Planet Hollywood Hotel-Casino. And in April, Planet Hollywood Resort & Casino announced a joint venture with Westgate Resorts to build a 52-story luxury vacation ownership tower directly connected to its property. The $400 million development will include over 800 two-bedroom suites, bringing the total to over 4,000 rooms.

Despite all the work put into the project, critics remain at the sidelines wondering how this will all play out. The Planet Hollywood chain is no stranger to the fate of the Aladdin owners--it has sought bankruptcy protection twice itself. Rotham fears that the Planet Hollywood name will do little to improve sales at Dessert Passage. "It's just one declining brand buying another, but only time will tell."