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Stratosphere Casino Goes Topless

Las Vegas- Keeping abreast of the recent trend refocusing Las Vegas entertainment and amenities toward adults only, the Stratosphere Casino Hotel and Tower has introduced a topless environment at its 25th-floor pool called Beach Club 25.

Treading the waters first tested more than a year ago at Mandalay Bay’s upscale Moorea Beach Club, the Stratosphere is hoping to take the concept to the broader mass market of middle America and yet provide the privacy and discreet service to make women guests comfortable.

The Stratosphere will maintain high security measures at the pool to that end as well as to prevent any improper or illegal activities, such as prostitution, from occurring.

Heralding the new pool lack-of-dress code as “European-style sunbathing,” the far north Strip casino is hoping to diversify its client base by appeasing one of its core segments, European guests, and simultaneously expanding the property’s attractiveness to the younger demographic.

“Europeans have a different mindset when they go vacationing and go to the pool,” says Michael Gilmartin, public relations manager at the Stratosphere. “This is something different and becomes more of a comprehensive experience … Research indicated that the pool experience was high on the amenity list. Who would have thought [it] was so important?”

Beach Club 25 first opened in 1996 as an American-style pool but was drained of its allure when the casino built a massive 68,000-square-foot pool area on the 8th floor of tower expansion in 2001.

The Stratosphere tried to find a new use for the pool, incorporating it into an unsuccessful fitness club for a period, before deciding to return the pool to its original function with the newest twist. The pool area was renovated with artificial turf and foliage, a shaded awning, a bar and a large wall mural.

With total area of about 5,000 square feet and capacity for about 100 people, the new Beach Club 25 was designed for intimacy that facilitates the topless milieu it is trying to achieve.

“When it is smaller, it is more fun and intimate, unlike a 68,000-square-foot area,” says Gilmartin. “[The guest] can get a cocktail five feet away instead of getting up and going a long way and waiting in line with 20 people and losing their seat.”

While the topless bathing is not mandatory, the casino is training staff to make the switch smooth for patrons. With Europeans comprising 12-15 percent of the Stratosphere’s guests, the hotel believes the inclination for au naturel will come naturally.

“Some women want topless and others don’t,” Gilmartin says. “We want everyone to be comfortable. We want to lower inhibitions but raise privacy. There will not be a staff member present unless they need to … They are trained not to gawk. Our service is very respectful for comfort. If a guest feels awkward, it ruins it.”

Although pool season is wrapping up, the casino is contemplating adding other features, such as massages, manicures, soft jazz and other bands and flare bartenders for parties.

Admission to the pool is free for women but men must pay $10. Gilmartin argues, however, that even when the crowd is primarily male, the atmosphere will be more fun than intimidating.

“If you have great looking women, like you have at the Hard Rock and Mandalay Bay pool, you’re going to get guys,” he says. “But it kills it if it is an adult theme but all guys. Because of our location near gentlemen’s clubs, [we expect] to get girls who work there and don’t want tan lines. When you get that segment, you get guys who want to be near them. That makes for a fun time.”

The Stratosphere will enforce strict surveillance over entry. Besides being for hotel guests only, activity will be monitored and any impropriety quickly stopped and the offenders ejected.

“We don’t want a situation like that,” Gilmartin says.

Aiming for middle-aged Europeans and young American couples in the mid-market section, the public relations manager says Beach Club 25 allows the hotel to reach that segment, a group the whole city seems to be craving with the emphasis on adult themes.

“[Adult themes] are a new trend inspired by Las Vegas’ roots,” he says. “Vegas is cyclical and now we’re seeing sexy adult themes again. The Hard Rock and Palms have been edgier in going after the new demographic, which is a little edgier and younger. We can’t compete with [them but] it opens us up to a new clientele.”

 

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