In Las Vegas, their names are tossed around like dice. And that’s no accident.
For Las Vegas nightclubs, the visible presence of celebrities — either through paid appearances or non-scheduled sightings — is crucial to maintaining a public profile and establishing prestige. Those images of famous faces partying in high-end clubs — on the Web, in tabloid magazines and on TV shows like “E! News” — may look like happenstance. But, actually, those shots are central to club marketing.
“The general public holds a fascination with the celebrity lifestyle,” explained Jesse Waits, co-owner and managing partner of XS and Tryst nightclubs (at Encore and Wynn, respectively). “When a celebrity chooses to experience a particular Las Vegas nightclub it acts as an endorsement.… One photo or sighting can bring worldwide brand recognition to a venue as the best place to see and be seen.”
As well as keeping Vegas clubs in the media — and adding an air of exclusivity and opulence — celebrity appearances are a major attraction for the partying public who want to rub shoulders with the stars.
“Visitors come to the Strip for the full Vegas experience, and part of that is seeing a celebrity or going to the places where celebrities like to go,” said Steve Davidovici, managing partner of Chateau Nightclub & Gardens (at Paris) and Gallery Nightclub (at Planet Hollywood). “Where else in the world could you go to a nightclub and see a world-famous star like Britney Spears or Nicki Minaj and literally be 10 feet away from them?”
Las Vegas celebrity appearances run the gamut. Singer Sean Kingston celebrated his 21st birthday at Tryst last February. “The Bachelor” reality show winner Emily Maynard marked her return to single life at XS in July.
Kim Kardashian rang in both 2011 and 2012 at TAO at the Venetian. “True Blood” actor Joe Manganiello became an impromptu judge at Surrender Nightclub’s Sexiest Halloween Costume Contest at Encore in October; while multi-Olympic medal-winning swimmer Michael Phelps surrounded himself with bikini-clad beauties while hosting the 2011 season opening party at Encore Beach Club in April.
In fact, the Vegas club scene has even helped create an entirely new breed of celebrity.
“More than ever, deejays have become modern-day rock stars in their own right and can draw huge crowds of fans,” said Jason Strauss, partner at LAVO at the Palazzo and Marquee at the Cosmopolitan.
—Paul Rogers, Custom Publishing Writer