XS Nightclub at Wynn Las Vegas opened during the 2008 recession , but did big business from the start
Creators of the light installation at MGM Grand ’ s Hakkasan designed it to look spectacular on iPhone screens
“ club vibe ” that some may prefer to loud , crowded spaces the size of the Superdome .
The trend “ isn ’ t new ,” says Ruiz , “ but in our opinion it ’ s getting more traction in casinos and non-gaming establishments .”
What ’ s New
In June 2018 , the Hard Rock Hotel and Casino opened on Atlantic City ’ s famous Boardwalk , at the site of the former Trump Taj Mahal . But less than two years later , it had to shut down due to Covid-19 . The resort was dark for four months , and reopened without its nightclub , DAER , which never returned .
That ’ s all changing with the debut this summer of the Balcony , described as an “ upscale , VIP nightlife experience ” that dazzles on a smaller scale . Hard Rock AC President George Goldhoff calls the Balcony “ a hybrid lounge and nightclub , really boutique-y ,” with indoor and outdoor spaces and compelling , complementary vibes .
The club was created in response to customer demand . “ We ’ ve done consumer research and focus groups of our highest-end players ,” says Goldhoff , “ and they all said the same thing : ‘ We love the entertainment here at Hard Rock , you do such a fantastic job , but you don ’ t have a proper hybrid loungenightclub .’ That ’ s what they asked for , and we listened .”
The Balcony ’ s primary demo isn ’ t the coming-of-age crowd , but adults 28 and up : Gen Z and millennials , who spend more on entertainment per year than other age groups , and may be more likely to sample other amenities on property : the hotel , the restaurants , the casino , and the resort ’ s concert arena . Says Goldhoff : “ I can ’ t underestimate the power of driving 6,000 people into Hard Rock Live , then giving them a place to continue their evening .”
While VIP perks are available , he adds , “ Not everyone needs bottle service . I was just on the website of a casino in Las Vegas , where you can get a six-pack of Budweiser for $ 140 . That ’ s absolutely ridiculous — and irresponsible as far as I ’ m concerned in this market .”
He acknowledges that the mega-club concept isn ’ t going away : “ There ’ s a place for it , 3,000 people dancing to EDM or deep house music . But we ’ re going in the other direction , really leaning into that upscale nightlife destination with personalized service .
“ You can go in and sweat and dance to the music . When you want a respite , you can go out and relax at our beautiful outside bar . There ’ s a cool ocean breeze . You ’ re looking at the Atlantic Ocean . The lighting is perfect . It ’ s a completely different feel .”
The Balcony also is “ a better mousetrap . And it ’ s going to be a differentiator in Atlantic City , because nobody else is doing it .”
User-Friendly
Nightlife impresario David Pena , founder of the famed Boogie Nights franchise , says a lot of clubs can go stale in as little as three to five years . To survive , owners must “ constantly change their name , change their formula and change their look , because we ’ re all serving up the same product .
“ That ’ s why I ’ m so grateful for the longevity Boogie Nights has had — it ’ s not by accident .”
Pena created the enduring brand in 2007 , calling it the “ Ultimate ’ 70s and ’ 80s Dance Club .” It ’ s since expanded its playlist to include music of the ’ 90s and post-2000s — rock and pop , disco and R & B , hip-hop and new wave — a mix that draws partiers across multiple generations .
“ Especially in casinos , a lot of nightclubs are geared towards 21- to 28- year-olds ,” says Pena . “ We wanted a big ‘ umbrella ,’ a place that would attract all different ages and styles of music . Boogie Nights is more than a nightclub . It ’ s a movement of sorts , and we work really hard to keep it relevant .”
Pena rejects the exclusive “ velvet rope ” mentality immortalized by Studio 54 , the decadent New York club that took snobbery to a new level , limiting entry mostly to celebrities and the Beautiful People .
“ In this day and age , it ’ s not cool when people are snooty and don ’ t engage — some places make you feel you ’ re lucky to even get in the door . I hate that type of feeling ,” says Pena . “ It was a great gimmick for Studio 54 , but not everybody is Steve Rubell .”
At Boogie Nights , inclusivity is the name of the game , “ and that ’ s what people have come to love .
“ A lot of casino executives have told me they love Boogie Nights because it has a wide demographic and appeals to all of their customer base ”— not just the party-hearty kid crowd .
The Big House
Big clubs have a lot going for them , including must-see spectacle , especially in Vegas .
Omnia , designed by the Rockwell Group , is massive at 75,000 square feet — bigger than a football field — but carves that space into three lounges : a main room and mezzanine , and a rooftop terrace with dazzling views ( inspired by , of all things , Shakespeare ’ s Midsummer Night ’ s Dream ).
Adding to the wow factor is an 11-ton chandelier with smart lighting that pulses to the music . And if bottle service is pricy , it ’ s fun to see your drinks dropped in from the ceiling by aerialists .
Other big clubs incorporate smaller-scale venues for people who want a change of pace . Hakkasan touts “ five levels of refined decadence ,” linking
24 CASINO STYLE 2024