Monday, June 05, 2006

Hotel Maxim

Hotel California it's not. Trashy lads magazine Maxim is going to Vegas where it is going to get its own hotel and casino on the Las Vegas Strip.

According to a story in the New York Times today Dennis Publishing, which owns Maxim, is set to announce a that it has signed a deal with a real estate developer, Concord Wilshire Partners, to build the Maxim Hotel and Casino.

Seriously, someone obviously saw the girls on the front cover, the frat boy humour, and naturally concluded "that's Vegas baby", let’s build a hotel.

The Maxim hotel will be a $1.2bn development with 2,300 rooms and a 60,000-square-foot casino that is to open in 2010.

As well as all the elements with a hotel you might come to expect (er, you know like rooms) there will be branded elements from Dennis's magazines.

So, a Maxim Lounge which will be collaboration with the nightlife impresarios Rande and Scott Gerber.

There will be music as well from the Dennis-owned Blender magazine for outdoor and indoor gigs.

Unlike Maxim in the UK (with its falling ABC of 190,438, down over 18%) the US version is a big hit, selling 2.5m copies and dwarfing the rest of the men's market. How it did this is impossible to tell... oh wait girls and frat boy humour, OK not so impossible.

The deal is set to prove a lucrative one for Dennis -- Concord Wilshire is paying it an upfront fee in the middle-seven figures.

Seems like all the talk back in April of Felix Dennis preparing to sell the US division of Dennis Publishing for around $250m has been quietly forgotten.

It's not the first time Dennis has gone to Las Vegas, earlier this year the magazine put a really big picture of Eva Longoria in the desert outside of Las Vegas. Clearly, just staking out its turf.


At 10:36 AM, Anonymous Teri Hatcher said...

You keep harping on about this huge picture of Eva in the desert- so what? It's a non story. Forget about it.

Did you see Tomorrow Never Dies on ITV1 on Saturday?


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