Trying To Leverage The Vegas Brand

So, what do the folks at the Billboard Dance Music Summit think about Las Vegas?:

Janie Hoffman, head of West Coast marketing/event production company All Things Possible (ATP), offered to organize parties exclusive to the Summit, and reached out to clubs that would already be operational those nights - making the events a no-brainer for organizers, registrants and club management as well.

“Vegas is known for their nightclubs,” says Hoffman, whose strategy for keeping things simple, but accessible, enticed venue management. “They're the stars of the show here. You don't have to go out of your way to do anything special.”

Life By Night parties are to be held at the Palms' pool, Tryst, Voodoo Lounge, Pure, Tangerine and Tao. The biggest of the parties is arguably Monday night at Voodoo, co-organized by Harrah's Director of Nightclubs Pauly Freedman and headlined by Dutch trance superstar Ferry Corsten. Italian DJ Spankox, emerging English act Loose Cannons, and locals Robert Oleysyck and Scotty Boy round out the bill. (A full schedule of nighttime events is included in this issue.)

“This has become the industry standard for around the world,” says Hoffman. “[The nightclub industry] comes to Vegas and goes [back home and says], ‘OK, Vegas my nightclub,' wherever it may be. The original pitch I made to Billboard, as far as the importance of Vegas overall as it appeals to this audience, is, ‘It's fucking Disneyland on acid, the Emerald City on steroids ...'”