LAX has the desired effect
The grounds at Luxor have welcomed more dancing feet than perhaps any other hotel on the Las Vegas Strip. Back in 1997 the property opened the doors to Ra, one of the first clublike venues within a Strip hotel. For nearly a decade it celebrated success. But just as quickly—and as often—as the city reinvents itself, so too does the Vegas nightlife landscape. Ra closed, the space was expanded and redesigned, and Luxor welcomed its brand-new nightlife offering in 2007, L.A. nightclub import LAX. And just a handful of years later, Vegas nightlife shifted again. This go-around, the aim was to build bigger, swankier nightclubs (think Hakkasan, Omnia and Drai’s), and that trend is still dominating the popularity contest. LAX’s response? Rather than competing with the megaclub trend and knocking down the existing structure and starting from scratch again, this past New Year’s Eve LAX reopened its doors with a new interior design and musical programming, and success has since followed.
“Rather than redevelop everything from scratch we decided to focus our resources and our efforts on what we already had,” said Chad Brown, Luxor’s vice president of marketing. “The LAX name is a bit iconic and (has) been around for a while. Why not just capitalize on a name, a brand that people already know?”
“The big thing about this club is when you walk in here, it might be seven years old, but it’s still beautiful,” said Dylan Close, Luxor’s director of nightlife. “Our focus was not to compete with the Hakkasans; we’re the next level down, mid-tier. It’s a great niche to be in on the Strip.”
The 26,000-square-foot club shed its red-and-black color scheme for lightened textiles, turning to gold-and-silver furnishings. The dance floor was widened by 9 feet and the DJ booth was pushed back from the dance floor. VIP booths across the dance floor now sit in a stadium-style construction so guests can enjoy unobstructed views of the party.
“With the new VIP table arrangements, we wanted to have everybody have the same energy feel, everyone is facing the party, everyone is centralized,” Close said.
The second level has loft VIP tables, and the space has one continuous flow to it. Previously, curtains had sectioned off each table. LAX’s sound system also received a complete overhaul. Higher-quality speakers were installed in a new arrangement, and a new amp system and subwoofers were brought in.
The musical format was another big change. LAX now focuses on live performances by up-and-coming artists and guest DJ performances that focus on commercial pop music mixes. Thursdays are now dedicated to throwback music from the ’80s, ’90s and early 2000s.
“The way we set up our music format, we have the capability of keeping everyone happy for moments throughout the night and keep them engaged,” Close said.
Another special touch added to the LAX experience is the new bottle service setup. Now guests booking any VIP table will be escorted from outside the club into the LAX Lounge (formerly Savile Row Bar & Lounge). The lounge serves as a pre-party hangout that the group can enjoy before being escorted to their table.
What nightlife enthusiasts desire—a place to party, to meet people, to flirt, to have fun, to have a night to remember—LAX will deliver. “Everyone feels special coming in here. You’re gonna have a hell of a time,” Brown said. “And what we’re trying to accomplish is when you leave here, say, on a Friday night, you’ll think, ‘Hey, that was awesome, and I’m comfortable with what I spent,’ and you were gonna go somewhere else, but you liked LAX and are going to come back on Saturday instead of going somewhere else.”
Photography by: Christopher DeVargas
Styling by: Giovanna Gaba
Makeup by: Zee Clemente
TNG Models: Dina A. & Chris K.
Dina A. wears: Stash Clothing Jovani dress, Call It Spring sandals, Miracle Mile Shops at Planet Hollywood Resort. Chris K. wears: Ermenegildo Zegna shirt and suit, The Forum Shops at Caesars. Calvin Klein shoes.
Luxor, opens at 10:30 p.m. Wed.-Sat., 21+. 702.262.4529