Can Royalston Square bring a touch of Vegas to the North Loop?

Royalston Square, a new events center opening in the North Loop this fall, is promising to bring some Las Vegas technological flair to Minneapolis.

Entourage Events Group, based in Minneapolis, said Thursday it is developing the project and compares the immersive environments and interactive experiences it will offer to the Sphere in Las Vegas.

“We believe in the city. We’re doubling down on the city,” said Steve Hark, CEO of Entourage Events Group.

The property at 501 Royalston Av. N. is on the western edge of the North Loop near I-94. Hennepin County property records indicate that the building was constructed in 1964. The building is currently vacant. Hark said that Target previously used the building as a photo studio.

“The location is absolutely a plus. There’s parking on site,” Hark said.

Entourage handles a wide variety of affairs including weddings, corporate events and fundraisers.

“It’s great news to see a business expanding here,” said Adam Duininck, CEO of the Minneapolis Downtown Council.

Royalston Square is near the Minneapolis Farmers Market.

“That part of downtown is a little under-developed. It’s pretty industrial,” Duininck said.

Entourage converted the Grain Belt Brewery office building in northeast Minneapolis, now called the 1893, to an events center that opened in 2023. Entourage manages events at several venues including the Armory in downtown Minneapolis.

Founded in 2012, Entourage has its own food and beverage division.

The $2.3 billion Sphere in Las Vegas is a much larger venue for concerts and live entertainment.

“It’s impressive,” Hark said of the Sphere.

Hark declined to disclose the budget for renovating the Royalston Avenue property.

“It’s a healthy investment in the city,” said Hark, who plans to open the facility in October.

Lighthouse Minneapolis on Central Avenue NE. also shows immersive exhibits. Two years ago, it sponsored the touring Van Gogh and Disney shows.