GM TO OPEN DRIVING EXPERIENCE AT THE SAHARA

General Motors will open the doors of a hands-on driving experience that will be the first of its kind within the United States, this spring next to the Sahara Hotel in Las Vegas.

Featuring two professionally designed driving courses -- including a high performance loop and an off-road adventure over a dirt terrain -- "The Drive" will provide a unique "autotainment" experience adjacent to the Las Vegas Strip.

"The Drive provides a unique platform for General Motors to showcase its vehicles in an unprecedented way," said Steve Tihanyi, general director, marketing and entertainment alliances for General Motors. "With two fun-filled courses, consumers will be able to enjoy one-of-a-kind driving experiences in a variety of our products without any pressure to buy."

The 11 acres of land to be used for the facility, to be located at the corner of Sahara Avenue and Paradise Road, will be leased by General Motors from the Sahara Hotel & Casino. The Drive will be open for a minimum six-month period.

Sahara officials also see the project as a positive boost for the hotel, which already features a NASCAR Cafâ?s as well as a roller coaster.

"Guests of the Sahara Hotel & Casino and fans of NASCAR will now have the opportunity to actually feel the thrill of putting the pedal to the metal just steps from our hotel and casino," said John F. Morocco, director of operations for the Sahara Hotel & Casino Las Vegas. "The partnership with General Motors offers our guests a new thrilling attraction unlike any other near The Strip."

For the duration of the project, GM also will be a marketing and advertising partner of the Las Vegas Monorail Company including having the only brand presence at the monorail station at the Sahara Hotel & Casino, which is the most northern point of the Las Vegas Monorail system.

"This commitment from GM and the Sahara shows that the monorail is more than transit system, it is rapidly becoming an icon level attraction of the most-visited city in the world," said Curtis Myles III, president and CEO of the Las Vegas Monorail Company. "While The Drive at the Sahara monorail station exemplifies the experiential marketing environment of the monorail's advertising program, we also believe the project will create incremental ridership and revenue. We're proud to welcome General Motors to Las Vegas, and we're looking forward to building a long-lasting marketing partnership with them and the Sahara on this incredible journey."

-- From staff reports