Tuesday, March 27, 2012 | 6 p.m.
More Sun nightlife coverage
Pure at Caesars Palace is a pioneer among Strip nightclubs, but don’t mistake that as a euphemism for a place that has grown old and tired.
Named Mega-Club of the Year in 2011 in the Nightclub & Bar Awards, Pure has maintained its popularity and kept its name over seven remarkable years that began with its New Year’s Eve opening night in 2004 with guest host and performer Mariah Carey. Pure celebrates its lucky 7th birthday tonight with Wyclef Jean.
How many nightclubs can include in its history that Shaquille O’Neal, Las Vegas resident Andre Agassi and Caesars Palace headliner Celine Dion were investors? Celebrities not only invested their money in Pure, but also their time hosting, partying and performing at the 40,000-square-foot-venue notable for its large, white main room with white-leather VIP banquettes; its red room for a more intimate experience; and its second-floor Strip-view terrace that puts revelers right in the action of the Strip. (The Pussycat Dolls Lounge, however, is one casualty.)
The Hollywood, music and sports celebrity guest list includes Britney Spears, Jennifer Lopez, Paris Hilton, Usher, Lindsay Lohan, LL Cool J, Karina Smirnoff, Diddy, Vanessa Hudgens, Ludacris, Eva Longoria, Christina Applegate, Will.i.am, Nicole “Snooki” Polizzi, Jenni “JWoww” Farley, Audrina Patridge, AnnaLynne McCord, Daughtry, Bow Wow, Jenny McCarthy, Wilmer Valderrama, Christina Aguilera, Kate Upton and many more.
Khloe Kardashian celebrated her 25th birthday at Pure; Ashlee Simpson celebrated her 21st birthday there, and her now-ex-husband Pete Wentz and she hosted New Year’s Eve there. Carey, Rihanna, 50 Cent and Chris Brown also hosted New Year’s Eve at Pure, and other birthday celebrants at Pure include Brown, Lauren Conrad, Kellan Lutz, Brittany Snow, Jessica Lowndes, Heidi Montag, Laura Prepon and Ashley Greene. (It’s safe to say that Brown is a fan of Pure.)
Tonight at 10, the birthday parties continue, this time for Pure, with Jean as celebrity guest host and performer. Lead VIP host Brandon Ring and bartender Eddie Meese have been at Pure since the beginning, and they reflect on their seven years at the nightclub. Model bottle server Malia Beter also offers her insights.
What do you remember from Pure’s opening night seven years ago?
Brandon Ring: Mariah Carey ringing in the New Year on the terrace under the fireworks!
Eddie Meese: Pure madness! It was by far the busiest night I have ever worked in the industry. Everyone was working hard together to get everything ready for opening night.
What is the biggest change you’ve seen at Pure over the years?
E.M.: I would have to say the shift from Pure Management Group to Angel Management Group. I definitely have nothing bad to say about PMG, as they led Pure to a very successful brand for the first five years. But with AMG running things now, I feel very confident that they are and will take Pure to the next level, and we will continue to be even more successful.
Malia Beter.: The biggest change at Pure would be when Angel Management Group took over. It opened the doors for a brand new start for staff and management. The fresh eyes and new age marketing/promoting strategies really helped jump-start a new era for Pure as it continues to revolutionize the nightlife industry.
Why has Pure remained successful in seven years that have seen trends like South Beach-style poolside nightclubs and headline-name resident DJs enter the nightlife scene?
B.R.: Pure set the standard for the rest of the nightclubs you see on the Strip today. We also have kept our programming at the highest level to compete with any competitor. Pure’s perfect location in the center of the Strip at Caesars and its amazing views from the terrace have contributed to continued success, as well.
E.M.: Pure was heavily branded in the first couple years. Big celebrity hosts were the weekend norm, which drew a lot of attention and news to Pure. This was recognized not only in the U.S., but also all over the world. Seven years later, our customers know they can still have the best time at Pure.
M.B.: Pure remains successful because of our staff. Whether it be the round-the-clock hours our management puts in to the behind-the-scenes marketing team providing their creativity and innovation, everyone works toward one goal. We ensure our customers a great experience and provide impeccable customer service.
What is a favorite memory of Pure in your time at the nightclub?
B.R.: I can’t pick just one, but having celebrities like Christina Aguilera, 50 Cent, Britney Spears, Rihanna and Chris Brown host and perform over the years has been a huge highlight.
E.M.: Definitely meeting my wife here. Seven years later, we’re married with an amazing 1-year-old son. It is crazy how good Pure has been to me.
M.B.: Recently, Shaquille O’Neal stopped by for a surprise visit and got the crowd going wild just by saying in his extremely deep voice, “What’s up, Pure Nightclub?!” Who knew he would spend his 40th birthday with us/ Another favorite memory would be meeting Usher and watching the crowd go crazy as he took over the DJ booth with Nick Cannon.
What does the future hold for Pure and you?
B.R.: Pure has become a world-renowned brand. While many clubs are shutting down, remodeling and changing their names, Pure has sustained without skipping a beat over the past seven years. Even if the day comes that we remodel the club, we will always keep the name Pure.
Don Chareunsy is editor of VegasDeLuxe.com and arts and entertainment editor of LasVegasSun.com.
Robin Leach has been a journalist for more than 50 years and has spent the past decade giving readers the inside scoop on Las Vegas, the world’s premier platinum playground.
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