Gary Goddard tells the story of the near-construction of a life-sized Starship Enterprise replica in downtown Las Vegas. Goddard successfully bid to build the attraction as part of the 1992 competition to revitalized Vegas's sagging downtown and bring back tourist traffic that had been sucked away by the strip, but the project was scuttled at the last minute when Stanley Jaffe, then CEO of Paramount, got cold feet. The Enterprise was scrapped and replaced by the "Fremont Street Experience," which stands there today.
The “big idea” was building the ship itself at full-scale. That was the main attraction. That being said, we also knew we would have to have some kind of “show” on board. So, conceptually, it was to be a “tour” of the ship, with all of the key rooms, chambers, decks, and corridors that we knew from the movie. There was to be the dining area for the ship’s crew (where you could dine in Star Fleet comfort), and other special features. There were also one or two interesting ride elements that we were considering including a high-speed travelator that would whisk you from deck to deck. But we were really just getting into the show aspects when everything came to a head.
During this time, as we were working out the conceptual design and plan, a licensing contract was negotiated for Paramount Studios with the terms and conditions, including a substantial rights payment up front, and on-going revenue participation, all subject to the approval of the Studio Chairman, which “would not be a problem” if the project was approved. As you can see, from the designs we’ve shown here, we got pretty far down the road, with drawings, renderings, engineering studies, construction cost estimates – about $150,000,000 (in 1992 dollars) — we were ready to go. I had Greg Pro working on it, I had Dan Gozee (long time Disney Imagineering illustrator) on it, and we were really into the whole idea. Everyone was excited. This was going to be a world-class iconic project that would become an international sensation from the moment it was announced...
So with everyone in the room, I take Mr. Jaffe through the project. With the art, the plans, the overall concept. After my spirited “pitch” everyone was beaming – everyone except Mr. Jaffe. Mr. Jaffe thanked us for the effort, and he congratulated us on creating a bold concept and presentation, and then went into a speech that went something like this:
“You know, this is a major project. You’re going to put a full-scale ENTERPRISE up in the heart of Las Vegas. And on one hand that sounds exciting. But on another hand, it might not be a great idea for us – for Paramount.” Everyone in the room was stunned, most of all, me, because I could see where this was going. “In the movie business, when we produce a big movie and it’s a flop – we take some bad press for a few weeks or a few months, but then it goes away. The next movie comes out and everyone forgets. But THIS – this is different. If this doesn’t work – if this is not a success – it’s there, forever….” I remember thinking to myself “oh my god, this guy does NOT get it….” And he said “I don’t want to be the guy that approved this and then it’s a flop and sitting out there in Vegas forever.”