Maxim Magazine Set to Place Name on Las Vegas Casino
Maxim, the raucous men's magazine, has never been shy about putting its name out there. But nothing compares to its latest brand extension, which will affix the Maxim name to a new hotel and casino on the Las Vegas Strip. Maxim's parent company, Dennis Publishing, is expected to announce today that it has signed a deal with a real estate developer, Concord Wilshire Partners, to build the Maxim Hotel and Casino, a $1. 2 billion destination hotel with 2,300 rooms and a 60,000-square-foot casino that is to open in 2010.
All the accouterments of any self-respecting new hotel on the Strip will be on hand: a luxury spa, high-end retailers, celebrity chefs, lots of conference space. Then, the connections with Dennis Publishing will be added. Maxim Lounge, a collaboration with the nightlife impresarios Rande and Scott Gerber, will have an outpost in the hotel. And the company's music magazine, Blender, will get top billing on the outdoor and indoor concert spaces. Stephen Colvin, president and chief executive of Dennis Publishing U.S., said, "Vegas has always been and is increasingly becoming more so a natural home for an entertainment brand targeted at a young audience.
"Maxim's mixture of scantily clad B-list starlets, college fraternity humor and useful information on gadgets, clothes and other preoccupations of young, affluent men has proved to be a publishing sensation since its British-based owner brought the magazine here in 1997. It's paid circulation has surpassed 2.5 million, dwarfing traditional men's publications like GQ and Esquire, and its formula has spawned a posse of competing "lad" magazines.
June 6, 2006
Posted By Hector Rodriguez
Staff Editor, CasinoGamblingWeb.com
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