BUSINESS RAW DEAL As the Nobu empire expands into a wing of Caesar’s, some insiders wonder if Chef Nobu Matsuhisa is over-reaching or on a roll. as Vegas’ changing hotel scene has grown from the SINOS neon palaces of Down- A town to the spectacles C of the Strip, showcasing everything from erupting volcanoes to pirate battles to cascading fountains of L light. As the themes became more grandiose, properties literally replicated mini-cities like Paris, New York and Venice, while others capitalized on chain restaurants like Hard Rock, Planet Hollywood and Hooters. The E R L most modern of the bunch, the Wynn and the OYA Cosmopolitan, seem to be selling a luxury lifestylel rather than a themed destination. A newn player in town, debuting at the close of 2012, will combine a well-known restaurant brand with the lifestyle appeal. Ladies and gentlemen, introducing: Nobu, the Hotel. Caesars Palace will devote their former Centurion Tower to a boutique property of the powerhouse Japanese restaurant group. Starchitect and designer David Rockwell, who also fashioned every Nobu restaurant, will lend his signature style to 181 rooms, including 18 suites. Hotel and restaurant will mingle in several ways: A new Nobu restaurant, the brand’s largest at over 12,000 square feet and 327 seats, will reside at the A BEHIND THE SCENES foot of the tower; the accommodations will BREAKDOWN OF THE GAMING feature chef Nobu’s first ever in-room dining menu, so guests can order up bento boxes EMPIRES FROM SHOWGIRLS’ and specialties like green tea waffles with LASHES TO TRUMP’S WILD CARD braised short rib, egg and aged maple; and the chef will even have a hand in the minibars, with items like Nobu brand sake and Japanese rice crackers. BY Rockwell will also fuse restaurant and KATHLEEN respite. “The design is very similar to Nobu’s SQUIRES cuisine—it combines traditional Japanese mastery with South American influences,” says Rockwell, who most recently designed The Cosmopolitan of Las Vegas hotel. Hotel Nobu’s elegant simplicity will be quite a departure from the opulence of the rest of Caesars Palace, a tone that is set in the unembellished, wood-tiled reception area, which Rockwell likens to “a palate cleanser to get you ready for a new experience.” The rooms will include “pops of purple and aqua,” NOBU TOWER AND RESTAURANT: CAESAR'S ENTERTAINMENT; DE NIRO, MATSUHISHA AND TEPER: GETTY IMAGES IMAGES TEPER: GETTY AND MATSUHISHA DE NIRO, ENTERTAINMENT; CAESAR'S AND RESTAURANT: TOWER NOBU NOVEMBER 2012 50 GO MAGAZINE GO_1112_p044_BIZ_CASINOS.indd 50 10/10/2012 15:16 CASINOS / BEHIND THE SCENES “Before the big downturn, we were hoping to start construction and be built in two years. But time will tell when it’s time to actually start.” As basically a single-owner property, chef Palmer doesn’t have the powerful backing of a Caesars. Las Vegas expert Eric C. Gladstone, of popular Vegas blog jackcolton.com, says it’s this type of partnering that is the key to whether Nobu will be a success. “Nobu has built a really smart team of experienced hotel people. He has always built smart partnerships. Think about it—there is not a lot of failure in Nobu’s world.” So far, the odds look good for Nobu Hotel. As Sin City’s gaming profits have plunged to and feature modern and traditional Japanese an all-time low, food and artwork curated by chef Nobu. The bathrooms beverage revenue is at an will be lined with stone tiles and teak fittings. all-time high, according A teak bathing stool is a nod to the traditional to the Nevada Gaming Japanese bath. Control Board. Caesars This Japanese notion of blending past is clearly capitalizing on and future extends into the restaurant, too, that trend and banking with semi-private dining pods built for groups on drawing a whole new of 6-8 that include individual atmospheric level of guest. “Nobu is an controls at the table. “Nobu is about low tech international brand that combined with high tech,” Rockwell points out. attracts a diverse and “We think of it as high tech and high touch—it’s distinct clientele,” Vega very textured and very human.” like current partner Robert DeNiro. The Nobu says. “With Nobu, we will have a competitive brand dates back to 1994, when DeNiro and advantage to cater to a growing market of hef Nobu Matsuhisa hails from Nobu teamed up with New York restaurateur hip luxury.” the Saitama prefecture of Japan, Drew Nieporent, film producer Meier Teper and But does restaurant appeal extend into the but found his culinary voice in nightlife hospitality vet Richard Notar. hotel business? “I think it’s a natural progres- Peru. However, it was the opening With 24 restaurants on five continents, sion for chefs,” Palmer says. “Hospitality is our of his own restaurant in Beverly chef Nobu has become a worldwide culinary profession.” Kamali agrees that Nobu has that C Hills,,,g Matsuhisa, that gained him food-world celebrity. Is a name enough, however, to expand reach. “Even if you haven’t eaten in a Nobu, you accoladesaccolades andand thethe attentionattention ofof celebritiescelebrities intointo thet hotel business? And is the partnership have heard about it.” withwith CaesarsC a natural… or a natural disaster Whether or not Nobu Hotel will be an in the making? Though economists point to instant success, it is definitely poised to set recovery,recov the recession hit Las Vegas hard. The a trend. “There is a lot of me-tooism in Las economyecono has prevented at least one celebrity Vegas,” Gladstone says. “If anyone is doing chefchef from moving ahead with his own hotel something that looks like a good idea at all, brand.bra Chef Charlie Palmer of Aureole fame, a everyone else hops on top of it.” And Kamali seasonedse hand in the hotel business—with agrees with that sentiment as well. “Whether hish properties Hotel Heraldsburg in it is a good idea or bad idea or otherwise, I see Sonoma and Mystic in San Francisco— a lot more of these partnerships.” Does that announced a Vegas hotel in 2006. The mean we’ll be soon seeing celebrity-branded 2008 downturn, however, has stalled resorts with Rachael Ray, Bobby Flay or that effort. “The market has been very Wolfgang Puck? Not a bad way to ride out the tough in Las Vegas,” chef Palmer says, celebrity chef craze. NOVEMBERNNOO 2012 51 GO MAGAZINE GO_1112_p044_BIZ_CASINOS.indd 51 10/10/2012 15:17 BUSINESS CALL ME ISHMAEL A thoroughly dice or card game for him, and if scientific break down he likes certain dealers, I’ll make of the great, elusive sure they are there. I might have gambling whale. a chef come right to his room. If he likes a special fish, I’ll have the chef from Milos fly in the fish from the Mediterranean that day and come in and prepare it. Afterwards, I might take them THE CURRENT WHALE IN THE US IS: to see Celine Dion, with a meet ● Male and greet. Then he’ll gamble all ● American night. He’ll get up in the morning ● Married on a Saturday, and I’ll arrange ● Under 50 years old for him to play golf at Shadow ● An entrepreneur Creek. The women might go do a ● Has a Type-A personality half spa day, half shopping day. ● Gambles $250,000- There will be more gambling, and $3,000,000 in one weekend then I’ll get him front-row seats ● Spends $30,000-$50,000 on to the fight. Then the next day, wine in one weekend Sunday, the butler will take care ● Spends up to $160,000 on of packing, and it’s back on the shopping in one weekend WHALE (noun): A moneyed mammal that keeps gaming towns private plane home.” *According to Steve Cyr aka The Whale afl oat. More than merely a big fi sh, the whale can drop millions of Hunter or the man who can arrange dollars in a weekend. In turn, casino hotels compete to gain their ON THEIR PERKS a duet with Tony Bennett, tennis with loyalty, and dollars, via ultra-luxe perks. Savvy “whale watchers” “I’ll negotiate like a Jerry McGuire Andre Agassi or a joy ride on a private put together properties and high-rolling players to ensure that for perks. I will ask, ‘If he loses jet as long as you’re willing to lay down everyone is happy. Here are some quips from VIP wrangler Steve $1,000,000, can he get a dis- $50K on your first bet. Cyr, subject of the book Whale Hunt in the Desert: Secrets of a count if he plays again before 30 Vegas Superhost by Deke Castleman (Huntington Press). days?’ Or ‘Can he split aces four times?’ Or ‘Can he double-down FAMOUS WHALES: after a split. It’s not just about ON WHO IS A WHALE AND HOW coming, and he wanted it. Flynt getting a nice suite anymore. TO SPOT ONE... will bet $40,000 a hand ... so do I Some guys want to go to the “There is a difference between want Mr. Gates’ $10,000 a day or Kentucky Derby and sit in the a high roller and a whale. A Mr. Flynt’s $40,000 a hand? I got governor’s box. I had one guy who O AN LEY high roller is anyone who will security and found Gates another MICHAELMICHAELELL JORDANJJOJORD CHARLES BARKLEYBARK wanted to go to the Indianapolis gamble $25,000-$250,000 on place to stay.” 500 and put on a fire suit and a weekend.