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Courtesy of Nikki Beach
Nikki Beach St. Tropez serves as one of the inspiring venues for the Vegas location.
Wednesday, May 12, 2010 | 12:05 a.m.
A preview on May 11, 2010 of how the Tropicana will be transformed in to Nikki Beach.
DJ Roman Rosait spins Tuesday during the announcement of the partnership between Nikki Beach and the Tropicana.
Nikki Beach Marbella
With the uncorking of a bottle of Dom, the partnership between Nikki Beach and the Tropicana was made official Tuesday morning.
The famous lifestyle entertainment group of Nikki Beach now is set to make its newest home in Las Vegas, adding to an empire that includes the original location in Miami (which first opened in 1997) and more than 20 other locales around the globe such as St. Tropez, Cabo San Lucas, Greece and Cannes.
Nikki Beach at the Tropicana will include the Beach Club, utilizing part of the four-acre, recently renovated pool area, as well as an additional expansion with a nightclub and restaurant.
"It's going to be a mix between Miami and St. Tropez," says Nikki Beach's Mike Penrod. Adds his father and Nikki Beach owner Jack Penrod, "What we're doing is taking the best of all of the Nikki Beach locations and bringing parts here."
Jack Penrod says the largest venue in the Nikki Beach family will be at The Trop in Las Vegas and Nikki Beach Director of Operations Peter Higney adds the natural mature vegetation of the property, recent major upgrades and renovations, and the enthusiasm of Tropicana's CEO Alec Yemenidjian were deciding factors in establishing the partnership.
For the Nikki Beach Club portion of the expansion, elevated opium beds and cabanas will surround the pool, and signature custom-made Nikki Beach white and wooden furniture already is being tested for endurance in the Vegas heat and sun. Mike Penrod adds the ultimate VIP experience will be on the peninsula in the center of the pool, which they've dubbed the "St. Barth pool island."
Describing the vibe as "luxury lifestyle meets casual chic," special events will include weekly fashion and art shows and the popular monthly "What Women Want" fashion series soon to arrive in Vegas. While the entire Nikki Beach at the Trop can hold up to 10,000 people for the occasional special one-off party, expect the majority of days to be filled with sophisticated sun worshippers. Music will be provided by a roster of world-wise Nikki Beach resident DJs, including Roman Rosati, who spun poolside for Tuesday's unveiling.
And if all that luxury leaves you hungry, patrons can dine both indoors and outdoors from a full menu. "I'm doing a day-club seafood restaurant," says Jack Penrod of the concept, which will include large seafood platters and sushi.
For the nightlife crowd, a 15,000-square-foot Club Nikki also will be part of the master plan and will include touches inspired by other Nikki Beach destinations, such as waterfalls, clean lines and an ultralounge area, says Jack Penrod. Mike Penrod explains that the nightclub portion will "be more like the second floor at Nikki Beach Miami." He adds Beach Club ambiance will carry over from day to night thanks to large doors reminiscent to Nikki Beach St. Tropez and Marbella that open from the dance floor to the Beach Club.
If the premium bottle service, cabanas and other accoutrements aren't enough to make you feel like a VIP, the Nikki Beach membership program also is coming to Vegas. Though the specifics have not been announced (perks in other locations include complimentary admission, free chair rental and discounts), Nikki Beach at the Tropicana will offer gold, platinum and the supreme Nikki Black Card (think of it like a black AmEx for the ultimate VIP). However, Jack Penrod says a special gold-card program will be in place and a team at the beginning of 2011 will start selecting Las Vegas locals to receive the cards, which will grant them comped admission on most days, use of the private Nikki Beach entrance, parking and more.
Start buying your designer white attire and looking out for the Nikki team. When Nikki Beach opens in April 2011, the most coveted card in Vegas will be gold.
— Originally published on LasVegasWeekly.com
While I've been following the changes at the Trop with pretty much a positive feeling, the announcement has left me feeling like a persona non grata.
I don't fall into either of these catagories - 1)21-35 year old with buckets of disposable income, with no idea how to gamble and the thinking that overpriced alcohol consumption is a ticket to "hooking up" - OR - 2) comfortably older with comfortable money enuff to gamble enuff to rate comps at Aureole, Picasso or Charlie Palmers.
I am a middle aged, middle income, educated gambler (I enjoy playing, but I don't make sucker bets) looking for a few days R&R at a reasonable price. Frankly, it seems those in that group are being eased out.
I do understand the need to make a buck, but Vegas is looking less interested in my demographic and my cash.....
Having being somewhat involved in the Nikki Beach- Grand Sierra Resort collaboration in Reno for a few years, it was undoubtedly on track to fail from Day 1. Nikki brought nothing to the table, but stole alot of silverware. I believe the Tropicana Team could have done this whole concept on their own. They have the facilities, personnel, creativity and tools to do it themselves; and wouldn't have had to share the profits with Jack Penrod, whose just another celebrity leech, ala Robert Earl (Planet Hollywood). You want to be friends with movie stars, get in the movie business. When your new clientele see's the bottle prices for the cabanas, I hope you don't find as many empty Kamchatka Vodka bottles (with CVS price tags) in the garbage the next day, as we did in Reno. For the Trops's sake, I hope its a short contract, or one you can get out of for non performance.
Just wanted to clarify previous comment about the Kamchatka Vodka, it may be confusing. The clientele was bringing it in; or the physical structure at the Grand Sierra would allow someone to just pass it over a wall. Buy one bottle service for $250+, then pass an $9.99 bottle or two over the wall for re-filling. Good tips to the service staff makes them look the other way. Simple laws of physics.