It seems like only yesterday we were making cabana reservations, smearing ourselves with sunscreen, tallying our votes for the Bikini Invitational and snapping phone pics of Rob Gronkowski touchdown-spiking his birthday cake and Justin Bieber playboxing with some, uh, little people.
It seems like yesterday because it was so much fun, but Rehab was actually a few months back—which means we’re getting close to its return. The Vegas pool party standard-bearer reopens in March with a grand opening in April, and the daylife crew that gets it all together is already very busy.
“Rehab is an institution,” says Hard Rock Hotel director of nightlife and daylife Joe Bravo. He’s an industry veteran, but this is his third season at Rehab. “There’s a lot of weight that comes with it. You’re standing on the shoulders of guys who came before you. You don’t want to be the guy that messes up Rehab. It’s the granddaddy of them all.”
His approach—besides strategically programming Rehab’s casting calls (next edition: January 29) to ensure the venue is hiring the most talented people—is to start fresh. “When you have a chance to reopen every year the great thing is you can reinvent yourself. We’re known as a crazy pool party, but that’s just a blank canvas to play with. It’s all about what extras, events, themed parties, giveaways and bottle presentations are we going to do to step things up. I like to say when you come to Rehab, you should leave with a story.”
The first few chapters of this 13th season of Rehab have already been written. Hopefully, you’ve got your sunscreen and your iPhone and you’re ready to write the rest.