Maxim magazine is known for promoting its sometimes raunchy brand with big-scale corporate events. Now it’s going one step further: The mag’s parent company, Dennis Publishing, has signed a deal with real estate developer Concord Wilshire Partners to build a Maxim Hotel and Casino in Las Vegas, The New York Times reports. The $1.2 billion hotel is planned for a 2010 opening with 2,300 rooms and a 60,000-square-foot casino, as well as a luxury spa, high-end retailers, well-known chefs, and ample conference space. Rande and Scott Gerber will operate the Maxim Lounge, and the name of Dennis’ music magazine, Blender, will be featured prominently on the property’s proposed concert venues. Concord Wilshire is “paying Dennis an upfront fee in the middle seven figures … plus an annual minimum fee, at least in the mid-seven figures as well, plus a percentage on food, beverages, and retail lease revenue,” for licensing the Maxim name, according to The Times. Dennis will also have creative control over the project.
Posted 06.15.06
Posted 06.15.06
