Rok nightclub boasts 360 degree entertainment
Ethan Asch got but an hour's sleep, though his eyes still flicker with excitement, right along with the massive video screen that encircles the entire circumference of the room in which he stands.
"It's 360 degree visual entertainment," marvels the general manager of new nightclub Rok at New York-New York, gazing upward, where brightly colored images of chicks with mohawks snarling at the camera and licking guitar necks dance across the rafters like punk-rock aerobics instructors.
The mammoth screen dominates the room at Rok, a cozy yet open space appointed with high ceilings, tiered seating and rounded black leather banquettes forming a spare, sleek decor.
A long, polished ebony bar runs much of the length of the club, and is backed by "moving" images of gals swilling whiskey and rocking out, their perspectives shifting depending on where you're standing.
A Miami transplant, Rok opens to an outdoor patio nestled next to the Brooklyn Bridge replica in front of New York-New York, where tan couches buttress a separate DJ booth and bar.
As he strolls through the property, which celebrates its grand-opening this weekend with a performance by white-hot popster Katy Perry on Saturday night, Asch contemplates a Red Light District motif for the windows that line the patio.
As he speaks, a pair of workers affix a giant portrait of a woman's backside to the outside of the club. "Rok Your Ass Off," it reads.
The plan is to spin pop and hip-hop on the patio, rock 'n' roll mash-ups inside to appeal to a wide clientele.
"We really wanted to cater to the mass audience that New York-New York has," Asch says. "New York-New York has just a big variety of different people who come into this hotel. It's much different to cater to so many different types of people. What we have here is a club where we can offer rock 'n' roll mash-ups, Top 40, hip-hop, kind of hit the broad spectrum."
According to Asch, the goal is to make the club a bit more approachable than some of the other ritzy nightlife destinations, offering half-bottle service for those who don't want to purchase a full bottle of their beverage of choice, and plenty of areas to mingle without having to pay for a seat.
Basically, it's an upscale place with a raucous, down and dirty feel to it, a vintage Zeppelin tee in a land of starched sport coats.
"A lot of clubs have that same energy to it -- and it's a good energy, all the clubs in Las Vegas have unbelievable energy," Asch says. "But we want to offer something different. We want you to be part of the party here."
Contact reporter Jason Bracelin at jbracelin@reviewjournal.com or 702-383-0476.
