Take the average “successful” nightclub’s lifespan of around four years, add the highly charged competitive nature of the Las Vegas Strip and sprinkle on the struggle to maintain relevancy through changing music and industry trends, and the sum of it all is recognizing how rare it is for a venue to survive and thrive for a decade.

“Tao, the restaurant, nightclub and later beach, was our company’s first entry into the Vegas market, so to be celebrating 10 years of success and a place in history as an iconic venue known around the world is very gratifying,” says Tao Group managing partner Jason Strauss. “Our priority has always been delivering the best service and experience for our guests, and I think we have created a lot of once-in-a-lifetime memories.”

The success of the venue has allowed the company to expand its presence on the Strip, and that’s where the focus will be in the future. Marquee, the 5-year-old EDM-oriented club at the Cosmopolitan, continues to be a major player on the scene, too, and Tao Group and Cosmo will expand their partnership with next year’s addition of Beauty & Essex, a restaurant and lounge set for the resort’s third floor.

Back at Venetian/Palazzo, the one-time nightclub Lavo, which evolved into an Italian restaurant and intimate lounge, has transformed again as Lavo Casino Club, fusing the restaurant with blackjack tables (roulette, Baccarat and craps are coming soon) with Tao Group’s well-known VIP bottle-service experience and atmospherics. It’s an “avant-garde take on the glamorous history of gambling,” explains George Markantonis, president and chief operating officer of the Venetian and Palazzo.

Innovation leads to longevity, and Tao Group isn’t letting up (look out for a special 10-year celebration party on September 19).

“The first 10 years has been a wild ride,” Strauss says, “and we wouldn’t expect anything less from the next 10.”