An immersive Las Vegas attraction at the Tropicana.
The Las Vegas Mob Experience opened at the Tropicana in March 2011. A 26,000 square foot interactive exhibit that chronicled the rise and fall of organized crime in Las Vegas. Cinematic set design, live character actors, and 3D holographic performances from James Caan, Mickey Rourke, Frank Vincent, Steve Schirripa, and Tony Sirico, set inside an environment built to feel like walking into the mob's actual Las Vegas.
The exhibit housed hundreds of authentic artifacts sourced directly from the families of the era's most notorious figures. Meyer Lansky's diary. Bugsy Siegel's home movies. Lucky Luciano's 1927 Studebaker. Tony Spilotro's personal effects. Visitors were given RFID badges at the door and guided through scenarios where their choices determined whether they got made, arrested, or whacked.
The original venture was rebranded in March 2012 as Mob Attraction Las Vegas following a change in ownership, and operated at the Tropicana through November 2013. Crystal Kreutz, Creative Director at TPC, began working with the attraction in 2011. Her work continued across both phases, ownership teams, the repositioning and the expansion into group sales and event bookings. Crystal produced the logo and visual identity, hotel keys, print collateral, advertising, billboard campaigns, and the digital artifact screens that delivered the contextual information for every object in the exhibit. Her role also covered sales, marketing, and corporate event coordination for the full run.
The Tropicana itself was imploded in October 2024 to make room for the Oakland Athletics' new stadium.
Before the neon.
The attraction on screen.
The digital artifact screens carried the story of every object in the exhibit. The work continued across both ownership teams and the 2012 rebrand.