Out of adversity, triumph. In some ways, the fire that tore through the upper floors of the Monte Carlo on Jan. 25, 2008, hastened the reimagining of a resort that was ostensibly built in 1996 to compete with the Bellagio but has never quite captured visitors' imaginations like its opulent sister property.
On Sept. 21, 2007, months before the fire, property officials initiated a rebranding effort with the opening of Diablo's Cantina. The two-story, Strip-front Mexican restaurant -- which soon became a hot spot for its spicy, Old World cuisine and its people-watching opportunities -- represented a paradigm shift.
Modeled after the Place du Casino in Monte Carlo, the resort had long focused on attracting price-conscious travelers keen on European-style elegance. The new emphasis centered on the concept of "unpretentious luxury," an effort to strike a balance between refinement and excitement.
Then came the fire.
Fire investigators and federal health and safety officials blamed the blaze on molten metal from a welder's torch falling onto the roof; the fire spread fast, forcing the evacuation of the 3,002-room hotel and causing $80 million in damage.
But rather than dousing the resort's transformation efforts, Monte Carlo President Anton Nickodemus said, the tragedy offered an opportunity.
"The fire gave us a chance to think more about the property," Nickodemus said. "We did focus groups and conducted data research on who our customers are and what they want. We found there was a perception that we're a luxury property with a midtier price point. But we also found that customers wanted an engaging atmosphere that allowed them to let their hair down."
Change comes quickly
In May 2008, the Light Group opened Brand, a 5,000-square-foot steakhouse with an adjacent lounge, plasma TVs and a DJ booth.
August 2009 saw the opening of Hotel32, a luxe 50-room hotel on the Monte Carlo's 32nd floor. After Hotel32, changes came even more rapidly.
The Pub at Monte Carlo opened in September 2009, offering a comfortable atmosphere for watching sports, listening to live music or playing beer pong. That same month saw the reopening of Dragon Noodle Co. & Sushi Bar, where wait staff wear costumes inspired by popular anime characters such as Lita Kino of "Sailor Moon."
In October 2009, comic impressionist Frank Caliendo began headlining at the resort. A month later, d.Vino Italian Food & Wine Bar opened, serving everything from wood-fired pizza to antipasti and offering, for wine enthusiasts, the Enomatic, a state-of-the-art Italian wine system that provides 18 hard-to-find selections in one-, two- and five-ounce pours.
In August of this year, the city's second Minus5 Ice Lounge opened (the walls, bar, seats, glasses and sculptures are all made of ice) and in October, the Jabbawockeez dance troupe began a headlining stint. Nickodemus said customers have been extremely receptive to the changes.
"We're offering a completely different experience for people," he said. "We're impressing customers, but we're also showing them a playful side of the resort. Our customers are between 35 and 55 years old, aspirational and desirous of a great experience similar to our higher-end properties, so we needed to have fun experiences on our property like Diablo's but also an upscale experience on our property."
Top-floor luxury
Enter Hotel32. With room rates up to $6,000 a night, Hotel32 unabashedly aims for a higher-end clientele. The VIP experience starts at McCarran Airport, where guests are whisked away in a limo.
Upon arrival, a bellman is waiting to escort them to their rooms via an express elevator, accessible by key card only, and dedicated suite assistants stand ready to perform concierge or butler duties. Guests also have access to Lounge32, which offers complimentary refreshments and cocktails, and to the fitness center.
There are five floor plans, ranging from studios to two-bedroom penthouses. Each room features high-definition TVs, iPod docking stations, iHome clock radios, marble floors and bathroom fixtures, bathtubs overlooking the Strip and minibars and fridges prestocked according to guests' preferences.
Some suites have Blu-ray players, televisions integrated into bathroom mirrors and Crestron remote systems that enable one-stop control of the room's drapes, lights and electronics. High-speed, wireless Internet access; fax services; and local and toll-free calls are all complimentary.
A Hotel32-issued iPod Touch acts as a digital concierge for guests, who can make spa, restaurant and entertainment reservations from anywhere on the property.
"Because there's been lots of pushback in the market from customers who want value for their money, Hotel32 fits well into our new branding strategy," Nickodemus said. "Monte Carlo gives them that luxury feel but in a casual atmosphere, which is why we call it unpretentious luxury. We make them feel rich with an inviting, inclusive and fun resort."
Guests at any MGM Resorts International property can also book tee times at Shadow Creek, rated the nation's No. 6 golf resort by Golfweek magazine. (MGM Resorts properties include Aria, Bellagio, Circus Circus, Excalibur, Luxor, Mandalay Bay, Mirage, Monte Carlo, New York-New York and Vdara hotel-spa. It's also open to guests of Mandarin Oriental at City Center.) The $500 greens fee includes limousine transportation to and from the golf course, a caddy and golf cart.
Gateway to fun
The popular Diablo's is only one part of the fun. Minus5 Ice Bar, the largest ice bar in North America, opened its second location in August.
Featuring two semiprivate rooms for intimate gatherings, Minus 5 is notable for its signature cocktails served in ice glasses, ice couches, handcrafted ice sculptures and a constant temperature of minus-five degrees Celsius (23 degrees Fahrenheit).
Also upping the fun quotient was the addition of Caliendo, who gained notoriety for his impressions of President George W. Bush and football commentator John Madden on "Mad TV" and NFL pregame shows. In an October 2009 interview with Travel Weekly, Caliendo called his show "stand-up on steroids" and "a comedy show with impressions and action that I really hope people are entertained by."
Speaking of entertaining, the Jabbawockeez show, "MUS.I.C." (pronounced "muse I see") is high-energy fun. From start to finish, the show featuring the masked break-dancing troupe is a bass-pounding, joke-filled, fast-moving romp through dance, acrobatics and music, primarily hip-hop, R&B and rock, but with nods to artists of yesteryear like Queen and Hall & Oates.
"It's a production show akin to anything seen on the Strip; they draw standing ovations," Nickodemus said. "The show reinforces our brand positioning. The dances will come out of the theater and into the casino for impromptu performances."
Tickets start at $59 for both shows. Caliendo's show runs Sundays and Mondays at 7:30 p.m., and Thursdays to Saturdays at 9:30 p.m. "MUS.I.C." runs Thursdays to Saturdays at 9:30 p.m., and Sundays and Mondays at 7:30 p.m. Both shows are dark Tuesdays and Wednesdays.
Expect the property transformation to continue, Nickodemus said. Coming soon: announcements about new entertainment, a new bar concept with an outdoor-indoor element at the front of the property and increasing synergy between Monte Carlo and CityCenter, MGM Resorts' $8.5 billion, mixed-use showpiece just to the south.
"Once Aria [CityCenter's main hotel] opened, we positioned ourselves as the affordable option to CityCenter; we're one of the stops on its tram and have a bridge to the property," Nickodemus said. "Monte Carlo has a destination restaurant, Andre's, and the only smoking lounge on the Strip plus all of our new offerings. As such, we've positioned ourselves as one step below Mirage or MGM Grand and distanced ourselves from our competitors' midtier properties. This is a completely different property from five years ago."
Visit www.montecarlo.com.