By Caitlin McGarry Tue, May 05, 2009
Pool parties are a staple of any summer, but Las Vegas has upped the ante in its effort to bring “daylife” to the world. As in a nightclub, celebrities mingle with scantily clad tourists and locals while DJs spin Top 40 hits at some of the city’s best casinos in celebration of summer. With pitchers of drinks, cabanas, daybeds and VIP areas, relaxing by the pool has been elevated to luxury status.
The Buzz
Hard Rock Hotel and Casino kicked off the daylife phenomena with its legendary pool party, Rehab, in 2003. The resort realized its pool had potential, and launched Rehab as a Sunday pool party for locals. The trend quickly spread.
“We’ve always had the best pool experience in town, and it was typically only open to casino and hotel guests,” said Philip D. Shalala, Hard Rock’s vice president of marketing. “We came across a point where on Sundays, everything would kind of die down, and people would leave town. We originally formed Rehab as a locals’ party. You’re working all weekend, why not come to our facility on a Sunday and hang out and drink and enjoy our pool?
“We decided to open it up on Sundays to that local customer, and it started out as a small little gathering and then it built its way up. Eventually daylife was formed. We consider ourselves to be the ones that invented daylife.”
Pool parties have grown bigger and more decadent in the days since Rehab’s inception, with other Strip resorts capitalizing on their poolside real estate. The Palms Resort and Casino launched Ditch Fridays in 2007 to kick off the weekend in style.
“We chose Friday to do our big party because people get to town and the first thing they’re asking is, ‘Where am I going first?’” said Michael Fuller, vice president of Ditch Fridays operator N9NE Group. “This starts their weekend on a very big level. It helps us to give people direction on what’s going to happen with the rest of the weekend.”
While Rehab dominates Sundays and Ditch Fridays holds court at the beginning of the weekend, MGM Grand’s Wet Republic is a daily event.
“We wanted to create a luxury poolside experience,” said Anthony Olheiser, director of MGM Grand Nightlife. “The MGM Grand is synonymous with world class luxury with so many different amenities, but we felt we were missing one element, and that was an outdoor party pool.”
Last year, the idea came to fruition with the creation of Wet Republic, the city’s first ultra pool. Combining a dance floor with cabanas, daybeds, two large pools and other luxury elements, Wet Republic is a constant party—which was MGM’s intention, Olheiser said.
“The first thing we wanted to do was take all those images and the energy when you go into a nightclub, and we wanted to take that atmosphere and transcend that into the pool,” Olheiser said. “We’ve done that with the big DJs that come in, the celebrity events. It’s really that nightclub during the day experience that’s really been huge for us. We feel like we’ve hit that right on.”
M Resort’s Daydream is the antithesis of a wild Strip pool party, and is carving a niche for itself as a calmer, more local-friendly pool experience.
“There have been people that come from other properties that want to come and see it that have come back multiple times,” said M Resort owner Anthony Marnell III. “It’s a bigger venue than the other venues. It’s not an adult area, it’s a VIP pool. It’s not a topless pool. It’s a little bit upper scale, a bit classier. It’s a big area. It’s right in their backyard, in their proximity. It’s a two-minute drive down the street. [Locals] like it.”
The Locals
The recently opened M Resort is steadily taking over the locals market, due not only to its close proximity to suburbs like Henderson and its calmer pool environment, but also because of its deals for native Las Vegans. Free admission, discounts on amenities and an industry party are being implemented for locals, and Marnell said the concept behind Daydream is complementary to the philosophy behind M Resort.
“The resort is based on a combination of modern architecture and romance. It’s not super high-energy type of property, it’s a very mellow but chic type of property,” Marnell said. “If Daydream was anything other than that, it would seem out of place.”
While Daydream is beginning to corner the locals market in its first season, the more established pool parties are getting in on the act, too, creating locals-specific parties with locals-specific prices.
“Because of demand in Rehab, we’ve created another pool party on Mondays called Relax,” Shalala said of the Hard Rock’s strategy. “It’s very heavily locals, people who wanted to be at Rehab, and they still wanted to experience the Rehab vibe. So we created Relax, which is a little bit smaller in numbers, but still has that Rehab feel. That is focused strictly toward locals. Local girls get in free, stuff like that.”
The Palms is also developing a Monday night party. Fuller said industry insiders usually work throughout the weekend, so Mondays are the new Fridays for locals.
“We will be launching an organic locals pool party; it’s not going to be heavily publicized,” Fuller said. “It’s going to be the anti-party party. You have the tourists and they want to lose their minds, but then you have the service industry, and they want to have a good time but not be in chaos. So we’re throwing a party for them on a Monday that will be cool but not off-the-hook crazy. You have to target people specifically and just let it grow.”
The new Palms party will not be advertised on billboards; Fuller said the resort plans to use word of mouth to draw locals to the industry party, which will launch in June.
Wet Republic hosts locals-only events, such as Monday night volleyball games played by industry representatives from hotels, clubs and restaurants, as well as an industry pool party on Sundays.
“Daylife Sundays is our real big local day at Wet Republic, where it really caters to the industry type of clientele,” Olheiser said. “Tuesday, Wednesday and Thursday we’ve been a popular destination for locals who are off those days. We comp them in and we give them bottle specials, things like that. We know that they’re really the tastemakers in town. Wherever they go, they’re going to be talking about our venue.”
The Big Events
Resort pool parties are main events in themselves, but casinos kick it up a notch when they host big poolside occasions.
The Palms has several promotional Playboy parties in the works, from a Willy Wonka-inspired Candyland event to the Midsummer Night’s Dream pirate-themed party (complete with treasure hunt) and the Playboy Bunny Hunt for new staffers for the Palms’ Playboy Club. The resort also books DJs who draw big crowds to the casino’s clubs (and, of course, the pool).
“We have so many celebrities here all the time,” Fuller said. “Obviously we have DJ AM, who is the resident DJ now. We have Paul Oakenfold as a resident DJ. As an overall strategy, we don’t book celebrity guests, because they hang out with us. They don’t get paid to be here, they just hang out here.”
Celebrities also flock to the Hard Rock for weekend-long happenings, beginning with the summer festival series Friday Night Live, which kicks off May 1 with a performance from Rusted Root.
“We’re an entertainment-based property, so we have to have entertainment going constantly,” Shalala said. “That’s what people come to the Hard Rock for, and to Vegas for. That’s what we do with Friday Night Live and then a show at The Joint on Saturday and then Rehab on Sunday. Friday Night Live helps with bringing people to the property and keeping them around.
“You get a different vibe through the whole weekend. You listen to reggae and hang out on Friday, go to the pool and then a great restaurant and a great show at The Joint on Saturday, then wake up and go to Rehab on Sunday, which is insane. What else can you ask for? It’s the perfect vacation.”
Wet Republic also books big names, which Olheiser hopes to extend from musical guests to other entertainment stars throughout this season. “Last year we were really DJ-focused,” Olheiser said. “We brought in some world class names. We’re going to keep that model, but do more celebrity events to pepper in with all the DJs. There’s a wide range of customers, so there’s a lot of people that really appreciate those big DJs we bring in, but we’re bringing in celebrities as well. It really is a one-stop shop. We’ve got a pretty good portfolio.This summer’s going to be tremendous.”
The Selling Point
Each pool party’s organizer hopes Olheiser’s predictions for the summer come true, with Las Vegas struggling to draw visitors in the current economic climate.
Marnell, who emphasizes customer service and old Vegas values, said he thinks the pool party craze will not have much effect on visitor numbers or expenditures.
“I don’t know if pool parties are going to help bring more people to Vegas, but they provide a different venue for people to go out and have a good time,” Marnell said. “I don’t think it’s going to substantially increase the market.”
Other resorts are hoping Marnell is wrong and that parties, events and general debauchery in the sunlight will boost the Strip’s dismal numbers, just as nightclubs captured a youthful demographic that was otherwise ignored by the gaming industry.
“Pools are the new nightclubs for Las Vegas,” Fuller said. “We had great success last year, and we’ve actually added more operational nightclub techniques to our pool strategy this year to make it function more like a nightclub—bottle services, open seating. Based on how the economy is doing, our strategy has been to increase the value to the customer.”
Olheiser is hoping Wet Republic will be the selling point for potential guests.
“When somebody logs on and wants to stay at a certain hotel, we hope that we can sway people to stay at MGM, not only because of the great things MGM has, but because of Wet Republic,” Olheiser said. “We’re trying to draw some great business from people who are staying here. We’ve been open for a few weeks, and we’ve seen the increase in popularity.”
The Hard Rock pool offers more than just parties, concerts and other events—the pool is also the subject of a TruTV reality series, adding a touch of Hollywood glamour to a Sin City site.
“The pool parties really add to the festivities,” Shalala said. “People want to check it out, and they want to be there. One thing that’s great for us is we’re the only pool party that has a reality TV show filmed here, which is in its second season. Everyone wants to be on TV. They get a chance to be on television just by being at Rehab. They’ll do whatever they can to get in.
“Things like that are good not just for us but for Vegas in general. The recession is hurting everybody, but those that stop pushing forward—that’s your demise when things do come back.”