One would expect the day after New Year’s to be one of heads clenched in hangovers or solemn faces returning to work. Not the case at Marquee Las Vegas, where the club drew in around 6000 for their one-year anniversary celebration with Avicii. 6000 is apparently the norm most nights for Marquee Nightclub & Dayclub–after all, they have become the top-grossing American club in only a year of existence.
Since Marquee is attached to the (also year-old) Cosmopolitan Hotel and Casino on the Las Vegas Strip, it is necessary for the club to promise a certain experience that you wouldn’t find in your other nights out. This was exactly the strategy that Marquee went for. Jason Strauss, managing partner of the TAO Group, a company that includes such entities as TAO Restaurant in Manhattan and Lavo, stated, “we wanted to break the mold that electronic music had formed in Las Vegas. We wanted to show people that EDM events weren’t just for the holidays anymore, or that Middle America didn’t understand the music.” Partnering with big-name artists doesn’t hurt either. “We want to make an effort to bring new, young names into the market like Tim (Avicii), Sunnery James & Ryan Marciano. We feel that we are investing into the genre of dance music by helping these artists have a platform for their music,” Jason stated. They’re already well on their way to having among the most lucrative residency lineups in the business for 2012–the list already includes names like Benny Benassi, Chuckie, Kaskade, Erick Morillo, and Above & Beyond.
The Marquee “Experience” was in full effect Monday night on their one-year anniversary, when Avicii took to the decks at around 12:30 and played his trademark brand of piano house to the almost spherical dancefloor for two hours. Dancers in futuristic costumes danced right above Tim Berg’s head on a special extended platform accented by exploding confetti, snowfall, and smoke. The ease of moving around in the club is of particular note, considering that getting through the throng can often be quite difficult. A well-organized staff propelled the crowd easily between the indoor nightclub and outdoor dayclub area, where heatlamp fixtures keep the crowd warm throughout the night. Some set highlights of Avicii’s included Blessed, Escape Me, and his mashup of Seek Bromance with I Found You by Axwell and Max C. Looking around that night, it was clear how Marquee got to the top of their game so fast–they delivered a dance music experience unparalleled in the American nightclub scene at a time when the city of Las Vegas was being dubbed the “New Ibiza” by Benny Benassi. Preparation met opportunity.
Stay tuned for more exciting news from Marquee’s camp in the coming weeks, including new residencies, a new venue overseas, and an overhaul of the dayclub area, complete with flying dancers on bungee cords. Pretty amazing moves for some guys who started this whole operation out of a garbage truck garage in New York city. It’s quickly adapting moves like this, and associating with artists like Avicii, that will propel Marquee to an even bigger standing in international nightlife culture.