For most people, waiting in line to get into the posh nightspots of Las Vegas, Atlantic City, or the Bahamas can be a drag. That's assuming they can even get in; not everyone is a celebrity or high roller, after all. Luckily, with some effort, meeting professionals can help circumvent this cumbrance. From complete buyouts to club membership, here is how to provide your "VIPs" A-list access to some of the more popular clubs of the moment.
Invite Only
Getting the party started is as simple as booking a place. When Michelle Mendez wants to make an impression on the limousine operators attending the annual International LCT Show in Las Vegas, the director of events and operations for Bobit Business Media in Torrance, CA, plans a total takeover. This isn't just about throwing a party; it's about mixing business with pleasure in equal measure.
"Nightlife is important. The number-one goal is to network, so the exhibitors take current and potential customers out to dinner, but they also like to put together networking opportunities. We always buy out the whole place for our events, so the door is under our control," says Mendez, whose company produces the International LCT Show along with other automotive trade conferences. "Our event for the limo industry is really about VIP status. These people are used to the glitz and glam, so they really like the club atmosphere. They know what the good life is, and they like to live it."
For the last two years, TAO Nightclub at The Venetian Resort Hotel Casino has been the destination of choice for the International LCT attendees, who reveled in the Asian-inspired decadence that regularly attracts the likes of Paris Hilton, Usher, Gwen Stefani, and other celebrities. During the private party, a DJ played. The bar was busy, and plenty of people mingled through the night. At a glance, one would think it was business as usual, a happening Friday or Saturday, and not a regular night of the workweek.
There are certainly advantages for hosting a party during off-peak nights, says Mendez. "If you book on a weekday, it is easier for a meeting planner to secure the date and get a better rate." Next year, Bobit Business Media's International LCT Show festivities will take place at the massive rumjungle at Mandalay Bay.
While the clubs are hopping, the nightlife boom has also been a boon to the meetings market, says industry insider Robert Urichuk, vice president of corporate events and sales for Pure Management Group, the company behind Pure Nightclub, the Pussycat Dolls Lounge, and Venus Pool Club at Caesars Palace; Tangerine Lounge & Nightclub at the Rio All-Suite Hotel & Casino, and Aura Nightclub at Atlantis Paradise Island, Bahamas.
"Over the past five years, the nightclub scene for corporate events has heated up. Corporate clients are no longer doing sit-down dinners at rounds of 10 and attempting to transform hotel meeting or ballroom space into nightclub environments to do cocktail receptions that cost $50,000 to $100,000 alone in decor, sound, and lighting to replicate the feel and look," says Urichuk. "Nightclubs can now offer much of that without the extra cost for lighting, sound, and atmosphere."
Part of the appeal of a complete buyout is that the night doesn't necessarily have to end when the official party is over. More often than not, club managers are open to the idea of allowing guests to stay during prime hours.
"When doing a complete buyout, you should ask the staff to let your attendees stay for free, and not have to pay a cover," says Marianne Giamundo, event manager for DealerTrack Inc., a Lake Success, NY-based provider of on-demand software and data solutions for the U.S. automotive retail industry. "This works out for them bar-wise because they already have a ton of people in the club, and it gives your attendees a kind of unique, special feeling of 'Now I'm really in.' It is a nice perk to be able to offer."
Last February, as part of the National Automobile Dealers Association 90th Annual Convention and Exposition, DealerTrack's Giamundo staged a private party for top clients at Studio 54, complete with aerial acts, food, and entertainment. "Our audience is comprised of mostly dealers, who like to experience the town when they go away for business," she says. "We always look for a fun environment that gives them a unique experience, so when they walk in, they experience a 'wow' factor."
This September, for the DealerTrack Innovation Conference, Giamundo will host an exclusive soiree for approximately 1,000 guests, including car dealers, financial institutions, after-markets agencies, partners, and sponsors at Pure Nightclub, where Jay Leno will be on hand to offer comic relief, and DJs will hit the decks to ensure the enjoyment of guests all night long.
In addition to allowing guests to stay after their private party is over, the hotel or nightclub staff might extend their appreciation with other goodies. When the Mike Ferry Organization staged its Super Star Retreat, a real estate training and coaching event, at the MGM Grand, and used Studio 54 for a final-night celebration, the sales manager presented VIP tickets to the Michael Buble concert to the company's founder, Mike Ferry. "Hotels are willing to hook up clients and VIPs with special perks," says Nicole Hoperich, the event planner for the Irvine, CA-based organization, who oversaw the annual event.
Join the Club
The Foundation Room, with locations in the House of Blues at the Mandalay Bay Hotel and Casino in Las Vegas and at Showboat Atlantic City, revives the classic members-only concept of providing exclusive perks for preferred patrons. In addition to entry to the hard-to-get-into venues, enticing extras involve advance notification of upcoming concerts and events, access to the Foundation concierge, and the option to participate in Foundation Room special events such as monthly dinners and wine tastings.
DealerTrack's Giamundo purchased Foundation Room membership in Las Vegas because of the obvious tangible benefits. "When we are there, it allows us to send our clients," she says. "Without membership you can't get in at all. It truly makes our people feel special."
The N9NE Group Las Vegas Keyholder Program offers similar advantages, including VIP access to the Playboy Club, Moon Nightclub, ghostbar, Rain Nightclub, and Palms Pool & Bungalows at the Palms Las Vegas. An engraved key-holder, personalized membership card, priority reservations at N9NE Steakhouse and Nove Italiano, use of Playboy's worldwide concierge services, and access to the VIP level at Rain Nightclub round out the package.
Unlike the Foundation Room and N9NE Group plans, which cater specifically to a nightlife audience, the Meeting Diamond program offered by Las Vegas Meetings at Harrah's Entertainment gives planners rewards for booking business. Through Meeting Diamond, members and their key VIPs can enjoy benefits ranging from priority hotel check-in to exclusive access to Diamond lounges and guaranteed priority service at business centers, restaurants, and clubsall with a simple swipe of a special privileges card.
"The Meeting Diamond card allows customers to navigate the hotels easily," says Don Ross, vice president of catering, conventions, and events for Las Vegas Meetings by Harrah's Entertainment. "The card functions as a complimentary line pass, and provides VIP service in our restaurants and nightclubs. If a planner is with a small group, they can whisk them in using the card."
Easy Access
There are other alternatives for meeting planners who prefer not to book an entire venue or buy club membership. With enough notice, a small group can show up and party with the rest of the public.
"We can arrange for semi-private events with areas roped off, catering, bottle service, drink tickets, or two-hour open-bar packages," says Pauly Freedman, director of nightclubs for the Rio All-Suite, Bally's Las Vegas, and Paris Las Vegas. "It's Las Vegas, so we can make it happen."
While most situations are handled on an individual basis, many nightclubs are accommodating when it comes to letting people in. The first step is to contact the marketing director of a venue, says Alex Acuna, spokesperson for The Light Group, the company that owns Light Nightclub and Caramel Restaurant & Bar at Bellagio; Jet Nightclub and Bare Pool Lounge at The Mirage; and Mist at Treasure Island.
"In the past we have given wristbands on a case-by-case basis to the meeting planner for all of their attendees. The wristband will grant the guests of that convention or meeting immediate access to the club," he says.
Harrah's Freedman also welcomes meeting attendees to the nightlife scene. "We have put free passes into meeting welcome packets. If it is the right group, we will extend passes to go to our venues."
On the East Coast, the Borgata Hotel Casino and Spa brings in a cool crowd with the stylish lounge mur.mur and dance club MIXX. "If we know about a group in advance, we can help coordinate bottle service at mur.mur," says Michael Facenda, director of marketing for the Borgata.
In the Bahamas, Aura at Atlantis, Paradise Island continues to draw crowds since opening in April of this year. "Aura is the place to be seen and has incredible energy in the evening," says Mitch Ostrow, vice president of group sales for Kerzner International in Plantation, FL. "We work with the management of Aura and when a president of a corporation and a couple of his people want to get in, we can make that happen."
The biggest challenge is competing with the high demand from the average public traveling to places like Las Vegas and also trying to get into the nightclubs. In order to make it a special experience for a group, you have to find ways and means around that. "But most planners already have the relationship to make things happen," says Sandi Porter, director, industry relations for the United States and Canada for incentive planner Maritz in Fenton, MO. "You should be planning far enough in advance to find solutions by working collaboratively with nightclub management."
//sidebar//
By day, these pools can be a fun destination during downtime, by night an elegant event space for your group. Here are three places to make a splash.
TAO Beach
An extension of the popular TAO Nightclub in Las Vegas, this sexy beach club and nightclub seduces guests with luxurious amenities and top-notch service. During the day guests can reserve and relax in one of seven luxury cabanas featuring plasma-screen televisions, Xbox gaming consoles, and a DVD library. Or they can enjoy other niceties, such as cuisine from Wolfgang Puck Catering, a bar, sunglass cleaning, iPod rental, and massage. In the evening, the place transforms into an open-air nightclub complete with lounge beds, a floating dance floor, four 14-foot fire columns, and music from resident DJs Reach and Galeano.
Bare at The Mirage, Las Vegas
Expect plenty of relaxation, with two luxury dipping pools, private day beds, boat beds, European bottle service, and cool tunes at this sophisticated setting operated by The Light Group from mid-March through October. Here, the attentive staff provides guests with chilled cucumbers to soothe the eyes, iced towels, popsicles, and Evian misting bottles. Bare is also available for private events seven nights a week for groups of up to 450 people.
Cain at The Cove
Spend time at this sultry ultra pool and bar in the Bahamas. In addition to the 9,000-square-foot Jeffrey Beers-designed pool, flanked by two infinity pools and a plunge pool, this hot spot invites guest to linger all day long, with canopied day beds, an open-air gaming pavilion, and ambient sounds from Cain DJs. Concierges provides food and beverage service that includes refreshing Mimosas, Morning Glories, and other cocktails. For the ultimate luxury, 20 private cabanas, available for day or evening rental, come with butler service and the option for in-cabana spa treatments.