Friday, March 24, 9 p.m. When the Ice bus rolls up to the Club World Awards pre-party, nobody mistakes it for Miami public transportation. The name and club's website are boldly featured on her nose, and on her flank, an angelic blonde holds on to her headphones—no doubt pumping Paul Oakenfold's soundtrack to The Club—with Ice's unmistakable silhouette on the signature blue background. On the back, a tantalizing hint that Spike TV may be coming back for more: "The Club: Season 2? The drama continues."
She's a beaut, alright, a 45-foot-long LimBusine that once served as a tour bus for Aerosmith or Alicia Keys or so the legend goes. And for five days, at just under $30,000, she will function as a mobile billboard, office, nightclub and war room for Ice's Director of Public Relations and Special Events Marc Jay and Lead VIP Host Brian Klimaski. According to Klimaski's brother Michael, "This year's bus makes last year's look like a Winnebago." No offense to the maker of those fine campers but this bus was made for partying.
Climbing high up into the monster, I'm awed by the sight of hardwood floors, sconces and a fully wet stocked bar. The leather, U-shaped seating arrangement is enhanced by two tables and numerous flat screens where resident DJ Faarsheed's promo DVD brings us some familiar scenes and sounds. I get a little homesick.
En route to the awards show at Nocturnal Nightclub, we are a chatty, diverse crew of DJs, agents, singers, writers and PR folk. On the way back, we are the same, only livelier with drink. All except Jay, who affirms he doesn't drink, smoke, do drugs or fight, though I know I'm not the only one who's seen the man bouncing on the banquettes at Body English. ("Really, I'm just high on life!") But this bus was made for driving, too, and Faarsheed has a midnight gig to get to. The engine revs into action, delivering the package just minutes before his set time.
Beyond partying and transportation, the real force driving this bus is the rumor that Ice's days are numbered; the impending W Resort already owns all but Ice's bit of the Harmon-Koval corner. Staving off those rumors, calm Londoner Jay responds, "The W is years off, and as of yet, there is no date we propose to be closing." Technically, Ice's lease ends in 2009 with an option to extend three years. "We wouldn't be spending $30,000 if we were closing next week," he explains, then points out that new flooring is being installed that very moment back home, as well as a new stage for the Vegas Pin-Ups dancers.
Did it work? Ice's Memorial Day lineup will speak to that.
On May 26, resident DJ Donald Glaude will spin with DJ Dan and Christopher Lawrence—the first time the trio have worked together. On May 27, DJ Skribble will headline, with a special performance by Tommy Lee on drums, and on May 28, DJ Jonathan Peters will defy his own bodily functions to give fans a 12-hour set. The deals with Skribble, DJ Dan and Lawrence were all secured with a handshake on the Ice bus.
As well, a proposed Ice Exchange Tour will bring top nightclub brands and DJs from other major cities to take over Ice for one night and vice versa. Should it happen, look for Ice to sweep through Miami, NY, Chicago, San Francisco and Seattle.
Also waiting back home is Jay's new company, One Global Events, a partnership with Tao's former corporate director of sales, Lia Rispoli. Together, the two will broker deals that bring events, movies and TV shows to Vegas—TV shows such as The Club. The show's first season has aired in 22 countries now, and according to Jay, is still showing in New Zealand and Israel. The project was half-sponsored by liquor importer Allied Domecq and discussions are already underway with a few interested parties for season two. "Now it's even more exciting! Every day, the W is building something new on our doorstep," Jay jokes.
A final word from Jay to those who insist Ice has melted: "If I'm here next week, you know it's a rumor." The drama continues.
Xania Woodman thinks globally and parties locally. And frequently. E-mail her at
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