Andy Wang, a nightlife reporter for the New York Post, had this to say in the newspaper’s January 10th edition: “First thoughts on the new Hyde lounge at Bellagio: With serious mixology (including a José Andrés liquid nitrogen drink) and grand fountain views, Hyde could work as a pre- or post-dinner hot spot. Vegas needs more nightlife that feels grown-up, and Hyde could deliver.”

Could, and does.

With four locations up and running—Hyde Beach in Miami, Hyde Lounge Hollywood and Hyde Lounge at Staples Center in Los Angeles, and Hyde Lounge Mammoth in the ski resort town of Mammoth Lakes, California—Hyde is a brand that is making its mark. And having been one of the hottest A-list celebrity hotspots in L.A. for years, Hyde is primed to break into the Vegas lineup for 2012 and beyond.

The latest incarnation of Hyde, courtesy of Los Angeles-based sbe Entertainment Group, opened its doors to the general public on New Year’s Eve in Las Vegas. As usual, the Sin City celebrations scattered throughout the city on this night were over-the-top, to say the least: Chris Brown hosted a party at Pure, Will.i.am DJ’ed at Surrender, Steve Angello spun at XS, Fergie hosted at 1OAK, LMFAO performed at Haze, Stevie Wonder sang for guests at the Cosmopolitan, and Guns N’ Roses rocked the Hard Rock. So what did they do at Hyde to keep pace on opening night?

“We simply opened up Hyde,” says Costas Charalambous, Senior Vice President at sbe. “We made a commitment to say we’re not going to book the bigger name talent, we’re not going to hire the bigger name DJ’s, we’re just going to open up Hyde. And we’re going to win on one thing: We’re going to have a party where the clientele we invite is going to be essential to the space, and appreciative of the other people there, and we’re going to win on exclusivity versus the DJ or talent. That said, the DJ we had on New Year's Eve was amazing, had great energy, and the party went on until six o’clock in the morning. “But when you bring in those big names and advertise on every Web site, you’re bringing in the masses. The people who are ‘in-the-know,’ do they really go to a space where Fergie is hosting a New Year’s party to hear her do the countdown and then never see her again? What does all that achieve? It attracts the masses. We have none of the above. You couldn’t even buy a ticket to our party.”

A chic, intimate getaway for those in the know, Hyde Lounge is the ultimate in exclusive socializing. The sophistication and luxury provide the gliteratti with a haven from the everyday nightlife experience. Dark wood, rich leather and cozy booths create a lush, inviting ambiance and relaxing atmosphere ideal for unwinding. Hyde is home to an elite community of the highest profile personalities, athletes and artists looking for the latest music and a night that fulfills their every need, and the newly installed version at Bellagio does not stray far from this operational philosophy.

“I personally was happy to see the way things shaped up,” says Charalambous. “It's a change from the norm here. There is a clientele in Vegas for this type of venue, it’s just a matter of showing them the difference. A lot of the spaces that exist in Vegas right now are pretty much the same. And if you don’t know the difference, a visitor might just assume that this is what Vegas is about, and then accept the ordinary. So when you throw Hyde in the mix, and it’s not your typical ‘Let’s go out and invite everyone and their mother who comes to Vegas’ kind of place, you will get a more refined clientele. Maybe ten percent will know about it, versus the 100 percent who know about most Vegas clubs. That’s not my clientele."

Click here to read the full story, "Hyde, Las Vegas: Maturation Springs Forth"
in the Jan/Feb 2012 Digital issue of Bar Business Magazine