For sale: Naming rights to High Roller wheel (LVRJ) Howard Stutz, Las Vegas Review-Journal · August 23, 2013 at 2:39 pm Operators of The Linq project are seeking a sponsor for a 550-foot observation wheel, the centerpiece of the $550 million Strip-area outdoor dining, retail and entertainment district. Caruso Affiliated, the company serving as the leasing and sponsorship consultant for development for Caesars Entertainment Corp., said the observation wheel offers a sponsorship opportunity similar to the Staples Center in Los Angeles and Citi Field in New York. Currently named the High Roller, the under-construction observation wheel is taller than the Singapore Flyer and the London Eye and offers views of the Strip. The wheel has 28 glass-enclosed cabins. “We have already received interest from big brands for the naming rights of this landmark, but given its significance on the Las Vegas landscape, we continue to search for the right brand to feature as the name of the wheel,” said Dan Burgner, executive vice president of Caruso Affiliated. The project will have 178,000 square feet of restaurants, bars and clubs, 37,000 square feet of retail and 70,000 square feet of entertainment venues. Portions of The Linq, located between the Flamingo and Quad resorts, will open in December. The majority of the development is scheduled to open in February. The observation wheel will open at a later date. Contact reporter Howard Stutz at email@example.com or 702-477-3871. Follow @howardstutz on Twitter.