With the process of gutting the 12,500-square-foot Persian den already under way (it will remain open under the name Hookah Palace until April 15), the hookahs themselves appear to be all that will remain of the original space. Chasing what General Manager Dragan Rnic calls a "Miami feel," the plan is to capitalize on the name by using the five elements. Wait, five? (Earth, air, fire, water ...) Well, as it turns out, the fifth is emotion. With the club open seven days a week, each night will incorporate a different meteorological/philosophical condition.
"Nothing is set in stone yet," Rnic said, unaware of his pun. "But we are just having fun with a lot of ideas right now. We're those guys that walk into a nightclub and say, ‘If I ran this place it would be way different.' Now we actually have that chance."
With the UNLV campus about 50 yards away, they won't be shy about chasing the college crowd on the weeknights, either.
Monday is Earth, and instead of going for the obvious hippie factor, the club will focus on rock music. Of the two dance floors, the main is flanked by a stage where a live band will play Mondays. Tuesday is all about Water, even if nobody will be drinking it. Expect wet T-shirt contests and foam parties for the fraternity kids. Wednesday is Fire, where specialty cocktails get spicy, and the bar heats up with some flair moves. Thursday is Emotion and, appropriately, ladies night. Then again, everyone tends to get a little emotional after smoking Jäger. Staff will sport outfits which correspond to the night's theme as well.
Friday and Saturday the elements combine into a sort of ambient armageddon, but with more feelings. The stage will feature different variety acts of the Studio 54 breed, and a battle of the DJs is already planned to crown the resident spinster. Sunday is Air, and they haven't quite figured out what to do with that yet, but we're hoping for just one big hookah clambake.
On the weekends the more traditional nightlife crowd is expected, so the more traditional party favors will be delivered. The bottle prices will be reasonable, but it's not the cost that's the hook, it's the presentation. Every bartender and waitress will be trained in magic. Whether it is levitating the glass while pouring from the bottle or performing flame illusions behind the bar, these guys don't miss a trick. One of the new owners of Element, from Magic Management LLC, was previously a working magician in Europe.
"We're going to treat out regular guests like VIPs and our VIPs like gods," Rnic said, paraphrasing legendary promoter Tony Verdugo. "You won't have to have connections to get good treatment here, and it will be an atmosphere unlike anywhere else."
The VIP cabanas have built-in speakers, and in the VVIP room, the Xhale Lounge, pillows and day beds will replace booths. The outdoor patio will feature its own DJ, as well, and best of all, there is plenty of parking right out front.
"We eliminate all the fuss of having to go out to a casino club," said sales and promotions manager Nicholas Ferrante. "We want it to be accessible and upscale, and that's really hard to find in this town." Just like smokable hooch.
Justin Jimenez firmly believes we should draft beer, not people. And he always sees better through the bottom of an empty glass. The associate editor for Las Vegas Magazine, he can be reached at
[email protected].