Wednesday, May 11, 1:45 a.m. Lure. I've done the requisite tour of the room, one lap to scope out friends, colleagues and the occasional ex-lover. I see a girlfriend of mine, wave, and head for her group. I do not, however, see the glass table in front of me (probably because it's made from glass) and I make a very ungraceful entrance. I will spend the rest of the evening rubbing my emerging bruise and stroking my deflated ego. "You're gonna put that in your column, aren't you?" Yes, Brian, I will.
It's service industry night and my second time visiting Lure, the ultralounge just off the Wynn casino floor. Intent on being selective and elite, like every club when it first opens, Lure has doormen who consult lists, talk into their cuffs, make VIPs wait and put egos in check before letting anyone in. None of the above applies to local women, of course, who are still greeted with indifference but at least are swiftly escorted in.
Tonight, the lists were tossed, allowing night crawlers of all sorts to show up in force and enjoy the rich leather couches and a few comped bottles.
The room is attractive: a small rectangle, dimly lit by candles, with nubby white curtains separating half-moon VIP booths and marble seating areas. The tables are as low as in Tabu and a little performance won't get you tossed, just applause. The chairs are covered in rich brocade, the walls in dark mahogany wood and reed. A small private room annexes off and can be closed for large VIP parties, with tiny restrooms beyond. The effect is a neat, French drawing room with a DJ booth and Vanity Fair (the book, not the mag) written all over it. The bar is tiled in mirrored black and the expensive bottles are beautifully displayed. Grey Goose, the measuring stick by which I live, is $340; on par and perhaps a bit high for a nightclub, let alone a lounge. For $550, you can upgrade to the smooth perfection of Ultimat Vodka. A shot of Louis Treis will cost you $600, so while you're at it, you might as well buy the entire bottle for $900. And for a cool $12,000 you can invest in a bottle of Courvoisier L'Esprit.
What is incongruous is the patio, a cross between an English garden, a Monte Carlo seaside resort and a trip to Ikea. The fire pit/fountain has yet to be approved by the fire marshal and so it lies there, roped off, looking less like a visual interest piece and more like a sad bowl of marbles.
The all-local crowd is energetic, beautiful and well-connected. Among them are managers, VIP hosts, promoters and regulars from Light, Ice, Tabu, Foundation Room, Drai's, Vegas Group, VegasExposure.com, Human Events, Vivid, and of course, your humble writer. However, if you listen closely to the buzz, it's too little, too late.
"There's a method to an opening," I say to a friend, "a certain way of getting people on your side." First, you have a soft opening; a time for the staff to learn the menu without too much public scrutiny. Then there's a grand opening for media, marketing, public relations and locals held early in the evening, the doors opening for the public grand opening a few hours later. The egos are safe and the venue gets some positive ink from a somewhat hungover writer sent to cover the event. What follows then is business as usual, with busy weekends, $20 cover for out-of-town men and a hot service industry and/or locals night on a weekday.
Anyone who chooses to improve upon or break away from the formula (and I applaud all attempts) best know what they're doing. In this case, Lure's opening was handled by the food and beverage department with a little help from marketing and no public relations. Lure opened along with the casino, while La Bete, Wynn's nightclub, remained closed. Lure's management was handpicked for their backgrounds, knowledge, customer service skills and connections. But upon opening, all list privileges were pulled, leaving the marketing department in control. The bottom line: no local affection. Many a loyal local club-goer was greeted with indifference and shown to the cashier.
So where does that leave Vegas' newest lounge? Wynn has embraced the staff's important connections, letting them control their industry Wednesdays. La Bete, Lure's big sister, has not fared as well. The industry night has already changed from Sunday to Thursday and there's been some staff turnover. The departure of Frank Tucker, director of nightclub operations, indicates the unrest.
The verdict is in, at least with the locals. Yes, it's another Vegas lounge. Yes, it's pretty. But where is the love? Apparently my shin was not the only thing bruised at the opening of Wynn's new gem.
Xania Woodman thinks globally and parties locally. And frequently. E-mail her at
[email protected].
Xania's Hot Spots for May 19 - May 25
Thursday, May 19
Rock 'n' Roll Wine presents Wine Amplified at Bellagio's Fontana Bar
The Return of Soundbar at Plush, featuring DJ Garth of San Francisco's Wicked crew
Friday, May 20
Mash-ups at the Luxor's Ra
Tuesday, May 24
Grand opening of Skinny Dip Tuesdays at the Palm's pool (swimming now allowed)
DJ Nicolas Matar at Tabu; DJ P at Studio 54, both at MGM Grand
NBC's The Contender wrap party hosted by Sylvester Stallone and Sugar Ray Leonard at Pure
Wednesday, May 25
Service industry night at Lure
Open Forum, with local artists of all kinds performing at Studio 54 till dawn
For more Hot Spots and weekly parties visit
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