• BusinessWeek, Friday, October 6, 2006 1:33 PM

Playboy Enterprises takes the wraps off its new Playboy Club casino in Las Vegas today. It's a reinvention of the members-only venues, featuring scantily clad Bunnies that were a nightlife fixture in several cities globally from the 1960s until 1991. The new venture, in partnership with the Palms Casino Resort and nightspot chain N9NE Group, is designed to bring the Playboy Mansion ambiance beyond L.A. No invitation is needed, though the cover charge is $40. Among the features are a "Hugh Hefner Sky Villa," complete with a replica of Hef's signature rotating bed. The Playboy Club is the main venue at the Palms, and guests also have access to Moon Nightclub, a VIP penthouse spot with a retractable roof. Christie Hefner, Playboy's chairman and chief executive, says she expects the club to reinvigorate the brand, while boosting the bottom line. "We're bringing in a completely different business model, since we're able to include gaming with food and beverage," she says.

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