Hollywood stars are all set to kick-off the Luxor’s new $300-million makeover and make it the new celebrity destination on the Strip. Pop-queen Christina Aguilera and renowned DJ AM are the big name big money investors partnering with PURE management group’s hot new LAX nightspot from Los Angeles in a major takeover of the South Strip.

Its sister-speakeasy Noir Bar will open simultaneously. Hunk-hero Nick Lachey has teamed with hotel heiress Nikki Hilton and That 70’s Show star Wilmer Valderama as investors of PURE’s new Company American Bistro there—and newly rehabbed pop-princess Britney Spears will kickoff the grand-opening on August 31 for Labor Day weekend when all those stars and their Tinseltown friends will be shining at the one-time Egyptian themed pleasure palace.

Apart from a 15-minute mini-concert at the House of Blues and a quick dinner at TAO in The Venetian, it’s Britney’s first major return to Vegas nightclubs in eight months since I witnessed her New Year’s Eve collapse while hosting the countdown to January 1, ironically at PURE in Caesars Palace.

Other celebrities will be on hand throughout the entire holiday weekend to ensure LAX – which is California’s hottest star-studded nightclub - is launched into orbit.

We learned LAX will be decorated in rich red leathers and chandeliers and will feature two dance floors plus a separate “speakeasy,” Noir Bar, with its own separate entrance from outside the resort. It guarantees total super-star VIP privacy as the ultimate ultra-exclusive Vegas hideaway through a secret passageway into the candle-lit bar layered in leather and crystals.

Next up from the PURE potentates will be their third Vegas restaurant, Company, which will reinvent the concept of the American Bistro and will open at the Luxor in October. The 10,000 square foot restaurant comes complete with a unique state of the art wine room. Originally to be titled “702 Aspen,” the name had to be changed because of trademark issues outside of Nevada. It will make both Vegas and American food history as the first restaurant in the country where customers can customize their own meals and cooking styles as part of the nightlife entertainment.

I talked with PURE partner Steve Davidovichi about the concept:
“I can’t tell you who the chef is just yet but he’s a big name from a very famous restaurant with a host of other famous chef names alongside to create something very different where you get to grill, poach, steam, and create your own menu. If you order halibut or a meat, you can have it prepared any way you like and you can have different sides, different sauces to accompany that. Dining becomes more than entertainment as the meals are made to your liking, your perfection. It’s the first time in Vegas that diners tell the kitchen what to make rather than the kitchen telling them what they can order from the menu.”

With the impending opening of a new super 40,000 square foot+ LAX club, I asked Steve if we’re reaching the point of too many nightclubs. I wanted to find out how, as the number one nightclub operator in town, he doesn’t cannibalize his existing business at PURE and Tangerine.

“You have to watch and see and adapt if necessary as its happening,” he said. “It is difficult. There are a lot of nightclubs. There is a lot of competition out there. I feel the competition is great and there are a lot of great operators. We work harder, we have a lot of celebrity investors, and we have a great team put in place over a year and a half. You look at Mandalay, The Hotel, the Four Seasons, the Excalibur and the Luxor itself and there are 12,000 rooms right on top of LAX, Noir and Company. I wouldn’t say they wouldn’t bother coming over to PURE or Tangerine, but we are going to give them something special right on their doorstep. Now they will be able to just make their way downstairs. There are big lines already in the clubs and we ourselves turn away several thousand people every weekend so now we can accommodate them. LAX will be number one some nights and PURE will be number one some nights, but we will attract a lot of the same audience. LAX will be more relaxed, and we have something more to offer with Noir Bar. People don’t understand it yet, but you don’t get in through the casino. It is just 16 booths, reservation only. It will be a place for celebrities to hang after LAX. I liken it to HYDE or Bungalow. We are going to service anything the movers and shakers want. This will be the only place where money can’t get you in. If you don’t have a reservation and we are not full and you want to buy your way in, you won’t be able to.”

Steve admitted that growing traffic congestion has begun to make partying around town difficult for getting around. Is it a case of bringing the party to the people rather than them dealing with near grinding to a halt? He answered:
“I think people effectively stay in their neighborhood pocket more and more on one side of the Strip or the other. I think it will eventual become very hard to travel, and I believe the best party wins. People will make their way to the best party. I think that in the three years that we have had PURE we have not only had the best parties in Vegas, but in the world. You can take all the other clubs in the world, and I’m not saying it in a cocky sense, but we produce the very best parties in the world. Studio 54 in New York was the best party place in the 80’s, and today its PURE in Vegas. People will always make their way to the best party.”

PURE Managing partner Robert Frey commented: “Even for us this is a mega deal. The energy that will be here with the new-look Luxor just spells excitement so when people ask me why am I here, I simply ask ‘why not?’ We are thrilled to be partnering with such an amazing group of celebrities. Their star power will add to Pure Management Group’s consistent commitment to raise the nightlife and dining bar in Las Vegas.”

The trio of unique nightspots, all connected to each other, will cover 45,000 square feet. LAX anchor’s the complex with its 26,000 square-foot nightclub in the former RA space with DJ Vice as the resident spinner. Company American Bistro will encompass more than 10,000 square feet and have a boutique rustic feel featuring a fireside lounge surrounded by aspen trees and hurricane lamp candles. Built for comfort and relaxation, Company will be the perfect spot for dinner in the desert where the hot temperatures of Las Vegas are replaced with the cool vibe of a modern ski chalet. Rounding out the trio will be Noir Bar, opening Labor Day weekend, an ultra-chic speakeasy gleaming of elegance and accessible through a private entrance. As exclusive as nightspots can get, Noir Bar will be intimate and sexy, layered in rich leathers and gleaming crystals while offering guests an experience unlike any other in Las Vegas. The ideal place for an evening of private partying, Noir Bar will set a precedent for elite patrons looking for an over-the-top nightlife experience.

“Working with Pure Management Group has been an amazing ride,” said Luxor President Felix Rappaport. “They provide their customers with superior service and we are excited for our guests to experience the same level of service with the new restaurant and clubs. We believe that as Luxor transforms into one of the elite hotel and casino destinations on the Strip, LAX, Noir Bar and Company American Bistro will help serve as benchmark venues for the future of Vegas itself.”

In addition to retaining both the Fantasy topless dance cabaret show and zany comedian Carrot Top’s show, the Luxor has just opened the new 6,000 square foot Aurora bar, the new RESTORE adult sanctuary outdoor spa at the Pool, a new Flight bar opens into the casino this week, and this fall will come Liquidity, with three lounge areas and a bar where a center projection system will use water as a canvas to create ever-changing mobile images. The existing Luxor Steak House will be remodeled into a safari styled restaurant with animal prints, dark leathers and a new menu with ingredients from small family farms and specialty Artisan sources.

The ten year deal that rock-magician Criss Angel has signed with the Luxor and Cirque du Soleil is one of the mainstays of the Luxor resort’s new look—and now we know that it will start its run of two shows nightly five nights a week as of August next year.

Meantime Criss, who has been invited back to do a second Larry King CNN appearance next month, will launch his fourth season of his Mindfreak A&E cable TV shows from the Luxor starting mid-September. I can confirm that Criss and Cirque have shown the first storyboards of the production to the Luxor and MGM executives who are ecstatic with what’s been prepared. Although it will not have a strict theatrical story plot line, there will be a “thematical thread” to the spectacular.

“Think of combining his rock and roll magic and illusions with everything Cirque is famed for and you’ll get magic as we never know it could exist,” I was told.

Even Criss says he’s thrilled by what he and Cirque are accomplishing together. “It’s already amazing and it’ll be insane by the time we pull it all together. I’ve spent 15 years creating and evolving a concept that the world of entertainment has never seen. I am confident that this will culminate in what will become the most exciting show ever seen.”

Although the $100-million show itself will be huge from a production standpoint, Criss and Cirque have agreed that there is an intimate feel, so the stage is moving out and the seats are getting closer so he has the opportunity for some close-up street magic right with the audience. I also know that Criss will saw himself in half as an opening shocker that updates the mind-blowing stunt he pulled off in Season One of Mindfreak, which had everybody in disbelief!

One confidante who sat in on rehearsals in Montreal told me: “They are still putting the whole thing together, but they’re not blowing smoke when they say what’s already been accomplished is extraordinarily unbelievable.”

Construction on the theater is already underway and is targeted for completion by early February so Criss and Cirque can move in to get rehearsals underway. Indeed, Luxor’s VP, Tom McCarthy confirmed to me: “In redesigning the theater for Cirque du Soleil’s upcoming show with Criss Angel, we did several things. We redesigned the house seating area to ensure that its position was closer to the stage. We want to get people closer to the action and closer to the entertainment. In doing that we want to maximize the seating and make it comfortable. The width of our seats is for the maximum amount of comfort. We are hoping to have 22”-24” in seat width in the theater for comfort. We are creating a comfortable environment that is not just about bricks and mortar. It is about the names and fulfilling a promise of those brands and building today to understand the customer needs and ensuring the relationship with them.”

It’s truly been VIP Vegas Vacations with a never-ending circle of celebrities piling into PURE’s platinum properties the past few days.

We had more stars and sports heroes partying here than are listed in the Tinseltown phone book! Our cameras were everywhere they played, posed, preened and partied—so let’s focus on the formidable:

At PURE central HQ in Caesars Palace, the Leor jeweler’s birthday party attracted the Clipper’s Paul Davis, Chris Claybourn of the NY Giants, the Kansas City Chief’s Larry Johnson, Ultimate fighter Frank Trigg, actresses Shannon Elizabeth, Lauren Conrad, Whitney Port and Britney Gastineau, and actors Beau Bridges and Brody Jenner.

Earlier, rap star DMX performed an impromptu surprise concert and hopped in the DJ booth attracting a slew of sports stars including Golden State teammates Patrick Obien and Pierre Pierce, the 76er’s Dean Garitt, along with Steven Jackson of the Rams, Brice Kelly from the Bucaneers, Chris Clayborn of the Giants, and Malik Rose from the NY Knicks.

Next door at the PUSSYCAT DOLLS lounge was former NFL quarterback and current co-host of FOX’s, “The Best Damn Sports Show Period” Rodney Peete, watching the Dolls perform their sexy, burlesque-themed act with a group of friends.

At COYOTE UGLY in NY-NY, the gorgeous March 2007 Playmate Erica Chevillar partied till 2 a.m. enjoying vodka cranberry cocktails. She danced with the Coyotes, signed autographs and threw out Coyote attire to the crowd. Next night, fellow Playboy Playmate Shena Lee hosting the festivities at Coyote Ugly enjoying vodka red bulls.

At SOCIAL HOUSE in TI, Saved by the Bell’s Mr. Belding, Dennis Haskins with NFL star Jonathan Ogden from the Baltimore Ravens dined in the lounge drinking sake and eating Kobe burgers and yellowtail jalapeño. Next night, Larry Johnson of the Kansas City Chiefs and friends sat in the lounge for yellowtail jalapeno, curry lobster roll and tuna battera rolls. Handsome hunk Brody Jenner brought in Lauren Conrad from “The Hills” for dinner in the newspaper room enjoying yellowtail jalapeno, organic green salads and seared Kobe with strawberry sake and grey goose and sodas.

Then downstairs at TANGERINE, Dennis hosted the club’s Moonshine party while DJ Riz entertained the crowd and the two guys sat in the VIP section admiring the school-uniformed servers!

At AURA: Vacationing in the Bahamas but getting ready for her Pussycat Dolls Lounge appearance here on Friday July 27, actress Jamie Pressley listening to the DJ sounds of her husband, Eric Cubechee at Pure’s nightclub there. Amanda Beard was hosting the party, which brought out San Diego Chargers star Shaun Phillips and Tampa Bay Bucs tight end Alex Smith.

At the VENUS adult pool in Caesars Palace, NBA champion James Posey of the Miami Heat cooled off with Grey Goose and Patron, Frankie Delgado showed up with Lauren Conrad, Whitney Port, and Brody Jenner from MTV’s The Hills doing Kamikazes shots all throughout the day. Brody Jenner mingled with the topless beauties in the pool while his gal pals hung out inside their cabana.

At LUCKY STRIKE in the Rio, Dallas Maverick Pops Mensah-Bonsu in town for the NBA summer league and Detroit Lions #59 Alex Lewis came with friends to bowl, plus beautiful Playmate Erica Chevillar signed autographs and posed for fan photos while munching on Asian Chicken Skewers and drinking Stoli Razzberry. Playmate Shena Lee bowled her high score of 114 over Grey Goose and Red Bull with Sacramento Kings Kenny Thomas enjoying a few games as well as nachos and chicken bites with friends.

Whew—but I didn’t miss one of them!

… There was a thief among the crowd at the Adam & Eve’s Charity Love Fling Bachelor/Bachelorette Auction. He helped himself to the gift certificate for four VIP tickets to “Crazy Girls,” which was actually won by New Vista Community board member Richard Hoover. Hopefully when the scoundrel calls for his tickets—he’ll be caught.
… Over $20,000 was raised at the auction where Valentina Smirnova, a dancer from Chippendale’s, and Summer Ferguson both of “Crazy Girls” at the Riviera mingled with the crowd to fire up the bidding. The “Crazy Girls” will take their dates to Blackstone’s Steak House at the Monte Carlo and then to see “Lance Burton: Master Magician” with a meet-and greet after the magic show. Meantime, three other Crazy Girls, Rayma, Liz, and Eliset joined Steve Schirripa who played Bobby Bacala on “The Sopranos” for “Spike’s Casino Cinema.” Their vignettes will spice up the movie, being aired Mon Sept 10. After filming at the Hard Rock, Steve rocked out to Metal Skool at the Body English nightspot.
… Pop music icon Billy Joel has scheduled a triumphant return concert stop at the MGM Grand Garden Arena for Saturday November 17. Tickets will go on sale this Saturday, (July 21) at 10 a.m. In 2007, as a Valentine’s Day present to his wife, Billy released “All My Life,” the first pop music composition since his five-time platinum, Grammy-nominated album River of Dreams was released in 1993.

TONIGHTS TIP: It’s the opening night of our city’s first show-club, Fever with Salsero and a 12-piece orchestra for Latin dancing … The Moorea Beach at Mandalay Bay resumes its weekly pool parties after a year’s break … PURE has its second surprise-recording star for the new Concert Series … The cast of TV’s Fight Girls reality show gather for a party at Little Macau … Collie Buddz performs as part of his record release party at MGM’s Studio 54 nightspot.

TOMORROWS TEASE: It’s a whopping $165-million price-tag for what’s now the most expensive home in America to ever go on sale - and its owner is well-known to our Vegas casinos. Plus, more new resort changes and developments at both Planet Hollywood and the Silverton, and the 11th annual Hooters swimsuit beauty pageant reaches the glorious finals with its 150 charming curvy contestants.

When visiting Vegas, be sure to see Las Vegas Magazine in your hotel suite featuring a print edition of Vegas Luxe Life, and an incredible directory of attractions, shows and restaurants.

VEGAS—THE ONLY PLACE TO PLAY!

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As part of Luxor’s $300 million renovation to rid itself of all things Egyptian (except the pyramid and the name), the RA club has been replaced by the Las Vegas version of the Los Angeles-based LAX nightclub. Created by PURE Management (the Cirque du Soleil of nightclubs), LAX also has the investor backing of DJ AM and Christina Aguilera.

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