A NIGHT OF SPECTACLE

Music, dancing and the chance to mingle with the opposite sex draw crowds to Pure week after week, but people come for the spectacle as much as anything else.

Big name celebrities hanging out; rich guys spending $180,000 in one evening; musical processions for $10,000 bottles of liquor. All of that could fill a typical evening at the nightclub, says spokesman Keith Leavitt.

Since opening New Year's Eve 2005, Pure has been a magnet for celebrities such as Lindsay Lohan, Shaquille O'Neal, Usher, Kevin Federline, Chris Tucker and others. Paris Hilton held a naughty birthday party there in February. Those big names and their escapades help Pure stand apart from dozens of other Vegas night spots.

But there's much more to the club's popularity, Leavitt says.

"The reason we've been so successful is because Pure has a little bit of something for everyone," he says.

The 40,000-square-foot club consists of three main areas, almost miniclubs within a club. The main room has an open, large dance floor with an elevated VIP area where club-goers can gawk up at the people looking down on them.

The Red Room is downstairs, secluded from the rest of the club. It has more of a lounge feel to it, Leavitt says, and features its own bar and DJ. There, the Pussycat Dolls stage their shows, sometimes highlighting a visiting celebrity.

The crown jewel of Pure is the Terrace, Leavitt says. It holds about 1,000 people and overlooks the Strip, providing one of the best views of the city on New Year's Eve and the Fourth of July. Ten cabanas have their own heating and cooling systems, giving guests the opportunity to withdraw from the rest of crowd.

DJ Hollywood is the resident DJ, but each room features its own music; up to four DJs may be playing on one night, Leavitt says.

Cover charges on Fridays and Saturdays are $30 for men, $20 for women. Guests have access to all areas of the club, Leavitt adds.

Tuesdays are Industry Night, and locals get in free. Leavitt sends out promotions teams who hand out club passes, so if you're walking around Caesars long enough, you're sure to get one, he says.

The club opens at 10:30 p.m. Tuesdays, Fridays, Saturdays and Sundays and closes about 4:30 a.m. The price of bottle service varies depending on the night and the room, Leavitt says, but cocktails cost $8 to $10 each.

For table reservations or more information, visit Pure online at purelv.com or call 731-7873.

Contact reporter Sonya Padgett at spadgett@ reviewjournal.com or 702-380-4564.