In 1987, developer Andrew Fonfa purchased five acres on West Sahara Avenue, near the northern end of the Las Vegas Strip.

[5] In May 2002, Fonfa proposed the Hilton Garden Inn, an eight-story Hilton-branded 200-room hotel with an attached 40,000 sq ft (3,700 m2) casino that would be located on the property's east side.

Hilton considered Fonfa's property to be a desirable location for one of their hotels, and approached him about a possible deal, although discussions were still preliminary at the time of the project's announcement.

Fonfa was in negotiations with GE Capital to finance the project, and hoped to begin construction at the end of the year, with completion scheduled in 15 months.

[7] In January 2005, Fifield Companies announced Allure, a condominium twin-tower project to be built on the property, which had been occupied until that time by the Sushi House and India Oven restaurants, as well as a wedding chapel.

The second tower was to be taller than the first, and was to include a restaurant, a resort-style spa, a rooftop nightclub, and multimillion-dollar penthouses.

[13] Work on the parking garage began in March 2007, while the tower's signature design aspect, a rooftop crown ornament, was beginning to take shape.

At the time of completion, Allure was the tallest residential building within Las Vegas city limits.

That year, Fonfa began marketing Allure towards a gay and lesbian clientele to recover from financial losses, caused by customers who failed to close on condominium units that they had reserved.

[18] In April 2009, Fifield Companies announced that 10 Allure condominium units would be sold that month through an auction, after they were returned by buyers who cancelled their contracts.