Las Vegas, NV. (Top40 Charts/ IN Business Las Vegas) - Las
Vegas may not have any big league sports teams but it is recognized as one of the best places in the world to view major sporting events.
People come from all over to watch the Super Bowl or the NCAA men's basketball tournament, and the combined attendance at remote locations for boxing matches often exceeds the live gate.
Until now, however, fans who wanted to watch major sporting events in Las Vegas have had plenty of options, but not many choices.
Many of the region's sports books, casino lounges and sports bars take on a decidedly similar atmosphere during these events. They are perpetually overcrowded, and there are usually a few too-loud, too-drunk patrons, disturbing the enjoyment of the event for everyone else.
Sure, there are plenty of elegant, upscale nightclubs that feature private party rooms, but DJs and dancing, not sports, are often the priority at these venues.
Enter Jay-Z, the music industry mogul, entrepreneur and, for the last several years, club owner, who has brought his 40/40 Club concept to Las Vegas at the Palazzo, the Strip's newest resort.
He has combined the upscale sports bar and nightclub concepts in two successful clubs in New York and Atlantic City and hopes to do the same thing in Las Vegas.
Jay-Z, whose real name is Shawn Carter, said the idea came from his desire to have a place where he and his friends could watch and discuss sports.
"I have a lot of friends that play sports and are in the music business," Carter says. "We wanted a place where we could sit and have these conversations about sports."
The club has five VIP rooms as well as a set of "bleachers," open to the public at all times.
Don't let the name fool you, however. The comfortable seats, elaborate lighting and big screen televisions make these bleachers unlike any most sports fans have ever seen.
In fact, although there are 85 plasma screen televisions to watch virtually any sporting event taking place anywhere in the world, and plenty of authentic sports memorabilia, this is a far cry from a traditional sports bar.
Each VIP room has amenities that set it apart, but common to all are the signature wraparound leather couches and an oversized leather bed. Other features include independent sound systems, game stations, sunken living rooms, pool tables and chess boards.
Carter says he chose Las Vegas for his newest club because it's the "entertainment capital of the world" and a "natural fit" for a club that puts the emphasis on comfortable sports viewing.
He plans to spend a lot more time in Las Vegas now that he has the club here. He recently announced that he will step down as president of Def Jam Recordings, but will continue to record for the label.
"It's absolutely a transition year for me," Carter said. "I haven't figured out what all that entails, because all of this stuff was already in the works. But this is definitely a transition year for me."
The reason he says he has been able to establish himself in the corporate world without losing his credibility within the hip-hop culture is that he remains true to both.
"The truth transitions from the boardroom to the block," Carter says. "Guys on the block are businessmen as well, they're just selling a different commodity."
Not long ago it seemed unlikely that a hip-hop musician would be allowed to appear on the Strip, let alone open a club.
Early in 2006 Bill Young, then Clark County sheriff, all but declared war on the hip-hop industry after a local police officer was gunned down by a budding rapper. Young said at that time that even mainstream artists should not be booked at local casinos because of the violence associated with rap music.
Less than two years later, a club founded by an artist whose name is synonymous with the hip-hop industry is essentially an anchor tenant at a major new resort property.
Time apparently really does heal all wounds.
Carter recognizes that he is under a microscope, both in his private and professional life, in part because of the violence associated with his industry; he says he sets the bar high for himself.
"I represent the culture as well as myself, and I want to represent it in a good light and show the things that we can attain and the places that we can go," he says.
That's why it's so important to him that his clubs have an identity as upscale fun, safe places for people to be entertained.
"I love to create an environment where people can gather and have a great time, and it's a safe environment as well," Carter says. "If you look at the club in New York, it's in the city, and Atlantic City as well, people go there and they respect the club. If someone gets out of line, other people in the club will get up and say, 'Come on, not here.' "
He knows the club business is risky and admits he could live comfortably with the money he has made. In addition to his own music career, he also helped found the Roc-A-Fella empire, which includes Roc-A-Fella Records and the Rocawear clothing line. His net worth is estimated to be in the hundreds of millions of dollars.
"It's always cliche to say making money is a byproduct of doing a great job, but it's absolutely true," Carter says. "You have to do the things that you love, and you have to be completely happy with it at the end of the day. The worst thing is to be successful as someone else."
Carter's interest in professional sports extends beyond just being a fan or having heated debates with his friends: He is also a part owne r of the New Jersey Nets. He knows Las Vegas has been trying to get a professional sports team, but his interest in the Nets would preclude him from becoming a part owner in another NBA team. He has been instrumental in helping facilitate the Nets' move to his native Brooklyn, N.Y., which is expected to happen soon, so he has no plans give up his interest in the team.
If, however, Las Vegas were to get a National Hockey League team, he would be interested in being an owner.
"The NBA would be tough but I hear you guys also want hockey, so maybe ?" he says.
For now, he just wants to establish the 40/40 Club in Las Vegas.
The club environment is definitely upscale, but food and beverages are surprisingly moderately priced — by Las Vegas standards.
The average meal price is about $15 per person and the food is not that different from typical sports bar fare. The signature dish is the 4040 miniburgers, which are dressed up sliders with Angus beef. Other dining options include buffalo wings, mozzarella sticks and even a classic peanut butter and jelly sandwich.
Although Carter says sports will always be the focus at the 40/40 Club, there will be a DJ and on the weekends, especially later at night, it will morph into more of a traditional Las Vegas dance club.
The club narrowly averted a public relations disaster even before it opened when it appeared as if permit problems at the Palazzo would preclude the scheduled Dec. 30 opening of the club and a huge New Year's Eve bash the following night.
Although Carter admits he would have been disappointed if people who had planned to attend the events were turned away, he said it was "all part of doing business."
The issues were resolved and the club opening went off as scheduled, ushering in a truly new concept on the Las Vegas club scene.
