Seeing the light
The changes swirling around inside the Luxor have finally been announced publicly, although they were some of the worst-kept secrets in town. Then again, when those secrets revolve around a new nightclub, two new restaurants, three new bars and one venue that is a hybrid of all three, it’s understandable that lips were loose.
Pure Management Group’s trifecta of venues has already been well-covered in the Weekly, but finally some dates have been nailed down. LAX, the highly anticipated nightclub, looks to still be on track for a Labor Day opening, trying to repeat the wow factor of when Social House was unveiled that same weekend in ’06. And with big-wig investors like DJ AM and Christina Aguilera, one would assume the Pure crew will stick to their word. As the club takes over the space that used to be Ra, there is plenty of good nightlife juju to put the big pyramid back on the nightlife map.
Noir Bar is also slated for the big weekend, but just because it’s open doesn’t mean you’ll get it in. “I am not even on the list,” joked Robert Frey, managing partner of PMG, at last week’s press conference inside the new Aurora lounge. “Stevie [Davidovici] said I am not even allowed in.” This exclusivity aspect seems to be a big marketing point, as it is touting a speakeasy vibe and a discreet entrance with no signage. It is kind of like screaming, “Look, you can’t see us!” but in this town, if you put velvet ropes in front of a bathroom people would still line up. Bottle service has become accessible to the average Joe, so Noir Bar is looking to gain back the trust of the elite clientele.
Company—formerly Aspen 702—is an American bistro with Wilmer Valderrama, Nick Lachey and Nicky Hilton’s backing and is looking at an October opening,
CatHouse is an amalgam of an ultralounge and a 19th-century French bordello, with a tapas-style restaurant in tow. With burlesque dancers shimmying in the venue’s own brand of lingerie (a gift shop will likely be on the site somewhere), patrons are encouraged to enjoy the sights while noshing on the small-plate food designed by executive chef Kerry Simon. The ultralounge is draped in reds and has all the fixings one would expect, from bottle service to high prices and a sexy clientele. It is expected to be completed and open sometime this fall.
Two more bars are also on the way this autumn. Flight will serve as a prelude to LAX, with the same designer, Thomas Schoos, putting a similar stamp on the 40-seat lounge and full bar. Liquidity will function as center bar, and uses water as a projection screen to add even more visual appeal.
Already open is Restore Pool Lounge, vying to tap the bustling pool-deck market, although debuting quite subtly earlier this month. Trying to get its bearings before starting any marketing fanfare, the 21-and-up spa-like water refuge will be in a state of evolution until next season.
Hey Mister DJ
Jack Lafleur is now a free agent. The acclaimed marketing and promotions guru for Rehab and Body English and official Tastemaker at the Hard Rock has indeed hung up his Rehab sunglasses, resigning officially on Thursday, July 12. But don’t think you’ve seen the last of this self-proclaimed “Jack of all trades.” On the scene since ’02, Lafleur stepped out from behind the velvet ropes in ’05 and discovered a new talent behind the turntables.
“I have found two things in my late 20s that make me feel like a kid again,” says the svelte extreme sports fanatic: “dirt-biking and DJing.” Lafleur has since received offers to DJ in San Francisco, LA, Chicago, Dallas, NY, Miami, London and Ibiza. However, due to the 50+ hours he spent at the computer and at the Rehab pool, he had to turn them all down. “I couldn’t in good conscience take two days off or even a day and a half to miss the things I do here.” Lafleur has decided it is time to take that leap and pursue his turntable interests.
Lafleur’s resignation was met with understandable shock and awe, but it was accepted with a handshake, a hug and the understanding that he would continue his Wednesday residency in Body English’s main room and his Sunday residency in the Parlor—both parties he helped to create. One might view his decision as risky, leaving the Hard Rock to DJ full-time. “Yes, I am taking a massive pay cut to pursue DJing, but it’s something I feel in my heart I need to do. I don’t live for money, and I don’t live to work. I live to enjoy life.
“I’ve always been one to live for today rather than plan for tomorrow.” Upon his return from his first vacation since ’04, Lafleur will continue his twice-weekly residencies at Body English and will entertain local offers as well as make good on those national and international gigs he originally had to pass up.
Already he is being pursued to take over the marketing and promotions helm of a nightclub, though he adds that, if he goes that route, it may still be a ways away.