Can Bunnies Get Playboy Hopping Again?

Playboy has a new upscale club in Sin Cityand high hopes that licensing casinos and expanding its video downloads will boost its financial fortunes

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By Moira Herbst

October 6, 2006 at 4:00 AM UTC

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The Bunnies are ready. So are the croupiers and blackjack dealers. And there's even a "Hugh Hefner Sky Villa" complete with a replica of Hef's signature rotating bed. On Oct. 6, Playboy Enterprises (PLA), in partnership with the Palms Casino Resort and nightspot chain N9NE Group, will unveil its new Playboy Club casino in Las Vegas, alongside a smaller Playboy-themed penthouse club and Italian restaurant. The venture is designed to bring the Playboy Mansion ambiance beyond L.A. No invitation is needed, though the cover charge is $40.

The club experience "creates a sense you're going to the coolest party," says Christie Hefner, Playboy's chairman and chief executive. "It's the closest some people will [get to] the Playboy Mansion." (See BusinessWeek.com, 10/19/05, "A Day's Work at the Playboy Mansion".)