ATLANTA -- Coca-Cola is closing its World of Coca-Cola attraction in Las Vegas and its retail store in New York City as part of the major reorganization now under way at the company.
The company did not cite cost-cutting as a reason for the closures. Instead, it said the facilities are being shut down as Coca-Cola puts "a greater focus on brand marketing" of its beverages. In reviewing its operations, Jacobson said, the facilities that will be closed are not part of the company's "core business."In Las Vegas, World of Coca-Cola at Showcase Mall had a short-lived existence along the neon strip. Opening in early 1998, the 28,000-square-foot attraction filled the top two floors, with Everything Coca-Cola retail store on the two lower levels. Though the World of Coca-Cola at the mall is closing March 5, the retail business will stay open.
Bob Unger, president of Makena Development, a co-owner of Showcase Mall, said he spoke to the soft drink retailer recently about expanding the mall and was surprised by its latest plans.
"The retail portion is doing very well," Unger said. "But obviously there's some costs associated with manning the attraction, and Coke will be rethinking how it will continue to operate."
It's hard to miss the 100 foot Coke bottle that stands out on the strip at World of Coca-Cola at Showcase Mall, near the MGM Grand.
Much like World of Coca-Cola in Atlanta, the Vegas attraction has interactive exhibits showcasing the soft drink products in different countries, a Time Walk recalling the history of Coke, and soda tastings of the company's beverages, such as Simba Pina from Paraguay.
Unger said Coke has not asked for relief from its "long term" lease.
On fashionable 5th Avenue in Manhattan, the company will be closing its retail store March 19.
The store, which sells all sorts of Coke memorabilia, is in a heavily trafficked area a few blocks from Central Park and Carnegie Hall.
Despite the visibility, the company is forging a new path with its restructuring.
"It's a different world, and with changes like the growth of the Internet, consumers get information in different ways," said John Sicher, editor and publisher of Beverage Digest. "It makes sense for Coke to target its message and focus its dollars in a more tightly directed way behind its brands."
The World of Coca-Cola in downtown Atlanta and the retail store near Hartsfield International Airport in Atlanta are safe.
"There are no changes in Atlanta," company spokesman Scott Jacobson said Friday.