State of the Union: Pure Management Group
The Weekly got a very rare one-on-one interview with Pure Management Group partner Steve Davidovici to both catch up and look forward—way forward!—to see where PMG is headed. And the answer (for the time being anyway) is to the Luxor, where much of PMG’s attention is on a trio of new projects.
Expect LA transplant LAX nightclub to open its doors somewhere between July 4 weekend and Labor Day weekend (our money is on the latter), with DJ AM spinning in the two levels and 24,000 square feet of party space. Just next door, an as-yet-unnamed lounge (we are hearing “Noir”) is being created in a partnership with notorious nightlife impresaria Amanda Demme. The ultraexclusive space is expected to open in sync with LAX and will feature elegant, vintage European-style furnishings, including an antique bar as well as “lots of crystal and chandeliers,” says Davidovici. Drinks and even desserts like Cherries Jubilee and Bananas Foster will be served table-side on two guerridon carts. Promisingly, “even the ice cubes are gonna be different.” For the third and remaining space, the Roxy is still being considered for the slot reserved for “some kind of rock-bar-type venue,” he says (hmm, maybe Rokbar then?). “It could be the Roxy, but we’re not sure.”
Roughly one week later, PMG’s Aspen 702 restaurant takes off, championed by stars Nicky Hilton, Wilmer Valderrama and Nick Lachey. As it is modeled after a “high-end Aspen ski lodge,” think fireplaces, oversized couches and cuddling. Another lively restaurant concept, Dick’s Last Resort—“Coyote meets Hooters meets Friday’s”—arrives in June, at the Excalibur. All said, by the end of 2007, PMG will own or be running at least 11 venues in Vegas, and one in the Bahamas. That portfolio will diversify further in 2008 when Pure Miami opens at the historic Fontainebleau resort, and even more so when another Pure-managed venue opens in West Hollywood in 2009.
But don’t think they’re forgetting their Vegas roots! PMG will turn its attention back to the Vegas empire in 2009 and 2010. What’s it gonna take to bring these lofty plans to reality? “I do have the hardest-working staff in Las Vegas,” Davidovici asserts. But he’s not blasting his competitors: “We all have our own little niche.” Ultimately, only time will tell where the balance of power will rest in the Vegas nightlife scene and for how long, but with a to-do list that stretches beyond 2010, it seems Davidovici and his staff are confident they will be able to remain industry leaders. “In this business you’re only as good as your last weekend. And you can quote me on that.”
More reasons for Rehab
In lieu of a single fourth-season launch party for the pool that changed it all (that’s Rehab for those of you who have failed to go outdoors for the past several years), the crew over at Hard Rock has added a slew of events leading up to Sundays. Starting April 25, Wednesday nights will bring the house music out of the Parlor as Body English presents Ministry of Sound, a new weekly industry party. DJ Guetta will christen the opening night with resident DJ Jack Lafleur. Thursday, April 26, will see a special installment of the Sunset Strip’s rock/comedy sensation Metal Skool at Body English, leading up to the first Friday Night Live, a new concert series at the Hard Rock Pool. The band Jet will break in the new promotion with a special introduction by Steven Tyler. Then, on Sunday, April 29, the summer unofficially starts with Rehab and a special performance by Akon, who will celebrate his birthday in Body English later that night.
The elements unleashed
Alcohol-infused hookahs, magic tricks at the bar and bottle service that won’t make your billfold disappear; yes, we’re a tad curious about Element Night Club. The grand opening of the new freestanding club takes off Friday, and they are breaking out the X Rated Vodka and Sum Poosie energy drink.Chippendales lead Brian Cheatham will show off the goods, and there will also be several magic performances, led by Seth Grabel. DJ Vegas Vibe will provide the opening soundtrack, and best of all, the entire event is open to public starting at 10 p.m.
“People will be surprised; people will be excited to come back.” says Nicholas Ferrante, sales/promotions manger. “ After the opening, Element will be open seven days a week.