One-of-a-kind Denny’s to call Neonopolis home

By Conor Shine

Saturday, Aug. 4, 2012 | 2 a.m.

In the age of Facebook and Twitter, Denny’s restaurant is trying to bring the original social network — the diner — back to prominence.

To further the effort, the company plans to open a new, 6,432-square-foot “flagship” location in Neonopolis in downtown Las Vegas, which will see a number of new bars and restaurants open over the next year, including the 80,000-square-foot Krave Massive nightclub one floor up at Neonopolis.

“We already have two wonderful diners on the Strip. For us there was no better place to bring a unique Denny’s than to Fremont Street, with all the revitalization going on down there,” said Denny’s Chief Marketing Officer Frances Allen. “What we want to do is emphasize that the diner is the original social network. It was that sort of ecumenical social scene where everybody converged.”

Allen said the one-of-a-kind Denny’s will feature “over the top Vegas décor,” anchored by a wedding chapel in the middle of the dining space.

“It’s unique. It’s different. It’s going to be an icon within Vegas. People are going to want to travel to see this Denny’s,” she said. “The wedding scene is such a part of Vegas, and who doesn’t want a wedding cake made out of pancakes?”

Allen said Denny’s at Neonopolis will aim to capitalize on Las Vegas’ 24/7 lifestyle, catering to everyone from the early-risers on their way to play the slots to the late-night bar hoppers looking for some post-party grub.

“People are out 24/7, and we’re a 24/7 restaurant. It’s a perfect fit,” she said.

All Denny’s food staples will be on the menu, Allen said, with a few new items plus the addition of a full-service bar.

The restaurant should open toward the end of the year, she said.

“It’s going to have all the things you love about Denny’s,” she said, “combined with the fun vibrancy of the area and some unexpected twists, as well.”