VIVID opened to the public earlier this week, a new nightclub in the Venetian Resort Hotel Casino that is the result of a licensing agreement between Vivid Entertainment and ARK Restaurants Corp.
While some would argue an upscale gentleman’s club would have been more in sync with the Vivid image, and Vivid co-founder and co-chairman Steven Hirsch reports he was in fact approached by several companies regarding a Vivid-themed strip club in Las Vegas, it wasn’t the “right deal” for the brand. “A strip club is what we would be expected to do. We believe there’s an even bigger upside for Vivid the company, and the brand, to associate ourselves with a great companies like ARK and the Venetian Resort Hotel Casino,” Hirsch told AVN.com.
“The venture further extends our branding program into mainstream entertainment," Hirsch added.
Vivid has signed a number of licensing deals with mainstream companies in recent years, allowing their brand on a diverse array of products ranging from snowboards to mainstream books. In fact, the VIVID club isn’t the only place you’ll find the Vivid brand in the Venetian. Vivid-branded condoms can be found in the Venetian’s stores, and every other hotel and casino in Las Vegas for that matter.
Before signing the VIVID deal, Vivid spent quite a bit of time getting to know the people behind ARK Restaurant Corp, a publicly traded company that owns and operates 22 restaurants and bars across the country. “I think they believe in us and they aren’t worried about working with an adult company,” Hirsch said.
Paul Gordon, senior vice president and director of ARK, was excited to be able to use the Vivid trademark in branding a nightclub. "We believe Vivid conveys a lifestyle that is synonymous with excitement and energy," he said.
Located at The Venetian on the second-level balcony overlooking the Las Vegas Strip, VIVID, formerly known as the Venus bar, held their grand-opening Saturday night, a gathering of adult industry VIP’s and mainstream celebrities including several NFL players, doubling as an after party for the AVN Awards Show.
The state-of-the-art club opened to the public on Tuesday, January 11. VIVID is the first and only Las Vegas space to feature holographic images of dancing girls projected throughout the club. These three-dimensional silhouette images are reflected onto "trans-screens," large panels of glass hung above the banquettes, to create the illusion of live dancers.
Another high-tech aspect of VIVID is the club’s dance floor, which is surrounded by a 25-ft. wide light-emitting wall containing thousands of tiny bulbs. Images on a unique light wall are controlled and synchronized by a proprietary electronic music program.
The club's interior design features the rich colors of dark stained wood columns highlighting violet and burgundy wall coverings.
"It's a really beautiful space and will take its place among the top clubs in Las Vegas. It will be designed to reflect the vibrancy and sensuality of the Vivid image,” Hirsch said.
However, fans of Vivid titles will not be able to purchase them at the club VIVID, though Vivid-branded merchandise such as T-shirts and hats will soon be available.
Hirsch indicates that VIVID is more than just licensing deal to him. “We’ll definitely be involved with the day-to-day operations of the club. We’re going to make sure the club is accepted. And the club is going to evolve. We’re working on incorporating several different branding devices into the club.”
And talks are already underway to open more VIVID nightclubs across the country.
The Vivid Girls won’t be at the club at all times, but Hirsch hints that as Vegas is one of their favorite destinations, they’ll be visiting VIVID frequently.
In other Vivid news, Hirsch reports that just days after announcing a deal with Lil’ Jon to host two adult videos, Vivid is close to signing another multi-platinum hip-hop artist to a similar deal.
