Mash-Up

Seeing as we wager more money than any city in the world on the annual gridiron extravaganza, it only makes sense that we would throw the best parties as well. While it is a big no-no to have a "Super Bowl" party per se, here is how the marketing geniuses get creative on Sunday.

Caramel hosts the Big Game party, with its plush seating serving as the perfect rump roost to take in all four quarters. With surround sound and a special menu of appetizers, it is one of the few ways to make the NFL upscale. Both Body English and Tryst opt for the "Super Sunday" party tag, even though the mischief is happening long after the game is over. Body English goes long to all girls in football jerseys, letting them drink free champagne all night, and Patron fuels Tryst's post-game festivities.

The Rockhouse will play the gig on its gaggle of flat screens, but with $2 draft specials and the go-go dancers in full swing, the game will take a reluctant back seat. All Roadrunner locations will be in up in arms with hourly prize giveaways, and Carmine's Little Italy Instant Replay offers $20 all-you-can-drink throughout the afternoon. The Monte Carlo Brew Pub will have its 15-plus screens at full blast, as well as give away a Miller Light "kegerator," and Blondies will likely be standing room only.

The local gentleman's clubs will provide even more distraction, looking to upstage the long-awaited K-Fed commercial. Scores and Sin will reward industry locals with the Big Game: Those who book a party for eight or more receive reserved seating and a complimentary bottle. Sapphire Super Sunday has $1 dances at halftime as well as a chance to win a trip to the Pro Bowl. Olympic Garden's $25 VIP Package includes two drink tickets, buffet, half-time shower show and tons of prizes.

Last but far from least, Hooters will overflow with pigskin paraphernalia, with Pete & Shorty's serving as the wagering hub between Dan Marino's Fine Food and Spirits and the largest Hooters restaurant in the world.

PMG now hiring

Pure Management Group, already running hot in '07, is searching for qualified candidates for its chic new bowling venue, Lucky Strike. All positions are available, from bowling technicians to barbacks, and will need to be filled soon, as the lanes are slated to open early next month. Call 853-4341 to apply.

Super Hewman

The photography machine known to his co-workers as the Doctor and to the rest of the world as Hew Burney will drop his first ever book, Hewman Being, as early as mid-February. "The opportunity to do this is huge," says Burney of the oversized, glossy coffee-table book with close to 270 pages of rare, never-before-seen photos of celebrities and Las Vegas nightlife personalities, immortalized by the man who has shot for Vegas magazine, Ocean Drive magazine, Getty Images, the Hard Rock, the Palms and now SpyOnVegas.com. "I have access to things that many people will possibly never see in their lifetime."

At first go, Burney compiled more than 27,000 photos for the book, which will likely hold about 1,000. Encapsulating the Vegas of now in color and some black and white, Burney just might find himself repeating the process next year, encapsulating the Vegas that will be. "We're gonna give it to Vegas first," says Spy director David Burns, who plans to give us that gift with "sooo many launch parties!" Keep an eye on the spy at www.hewmanbeing.com and www.myspace.com/hewmanbeing.

The perfect excuse

Men's Club is finally open and was well worth the wait. With a winding maze of VIP areas and skyboxes, the sleek, upscale cabaret also comes complete with its own wine cellar, accenting the Raw Bar and the fantastic menu of Alchemy Kitchen. If you need to duck out for a minute to explain why you are late for dinner, again, Men's Club offers another fabulous innovation: the Excuse Booth. The sound-proof room, about the size of an old phone booth, has a touch-screen menu providing the background sounds of everywhere from a casino floor to a boxing match, and for those willing to run with a fabulous lie, an emergency room.

Miami's Café Martorano set to open at Rio

Another South Florida migration is set to land in Vegas, this time at the Rio, with Café Martorano Las Vegas. The Miami hybrid restaurant/nightclub is slated to open this month. With the Miami hotspot boasting a regular customer list of Shaquille O'Neal, Ludacris, Steven Van Zandt and Fat Joe, the Sin City location is expected to create the same level of A-list buzz. Post-dinner, the Sinatra-era tunes are said to give way to R&B, with Chef Martorano himself—rumor has it—to occasionally be swapping out the stainless steel for time on the wheels of steel.

"I have never understood the draw of semi-famous individuals for clubs. Club-goers do not gain much by merely being in the presence of celebrity, especially those folks still fighting to get their names out to tourists. Danny Masterson, I am talking about you."

—Despite Direct Entertainment Marketing President Mike Nierengarten's distaste for Hollywood's lesser-listers hosting parties, he still throws a dang good celeb-fest.

Top of the World Martini

Romance Lounge, Stratosphere, $100
Ingredients

Hennessy Paradis

Grand Marnier

Ultimat Vanilla Vodka

Using equal parts of all three of these top-shelf ingredients, this atmospheric libation is well worth the crisp Benjamin you throw down for the enhanced view after finishing it.

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