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ONEFORTHEROAD 
OPM's Hummer Crushes the Competition
Sin City
is the place of flashing lights, fast cars, all-encompassing casinos
and hoards of people looking to spend money and indulge in the ultimate
“Vegas” experience. When it comes to nightclubs, there are hundreds to
choose from –– so how does one stand out from the rest and draw in the
big crowds and even bigger stars?
OPM has the answer. This Asian-themed, upscale urban
club is like the perfect cocktail –– sophisticated, sassy and sensual.
Located above Wolfgang Puck’s popular restaurant, Chinois, in Caesar's
Palace, OPM has found success with slammin’ Hip-Hop beats, smoldering
Reggae rhythms and the smooth sounds of R&B legends such as Marvin
Gaye and Luther Vandross. As if this East-meets-West ambience is not
enough, OPM also has hit the jackpot with the ultimate marketing tool
–– a custom-made, fire engine red Hummer H2 that is used to usher
in VIP customers and mesmerize the masses of eager partygoers.
“The Hummer is a living, breathing ball of energy ––
a party on wheels,” says Branden Powers, director of marketing and
partner in OPM. “It is the mobile embodiment of OPM. You can
touch it and feel the vibrations of the club.”
The Beast 
This “Godzilla-sized SUV” is fully loaded with a 50-inch plasma screen
and various other screens mounted on the windows that broadcast
images from the club for all of Vegas to see, Powers says. Along with
the plasmas, this Hummer is decked out with custom rims, tires and a
monster sound system that create a Beatle-like mania as it cruises past
possible customers along the Vegas Strip.
“Like the Pied Piper of Hip-Hop, we’ve seen people in lines point at
the Hummer in a ‘follow that car’ kind of way,” Powers says. “Customers
can hear the music that has made OPM the No. 1 dance club in 2005
(voted on by AOL users), and they can see the video images of the crowd
and of the club.”
With the Hummer ushering in celebrity customers such as ‘Lil John,
Lennox Lewis, Jerome Bettis, Jessica Simpson and Marcus Banks, OPM
undoubtedly has the charisma and capability to cater to VIP clients and
the big crowds every night. State-of-the-art sound systems and lights,
expert video art and resident stars DJ Kid Capri and two-time Grammy
winner Fat Man Scoop create an electric atmosphere that is purely OPM.
“Our biggest draw was R. Kelly,” Powers says. “OPM’s legal capacity is
700. That night we turned our room four times and brought in 2,800
people. Our cover has hit as high as $100 per person on nights when Las
Vegas promotes a big fight. On nights like that, I’ve had customers
come up to me offering to buy every bottle in the place –– and they
have.”
Smooth Satisfaction
The eclectic Asian-urban vibe inside of OPM is complemented and even
built upon by the club’s ever-evolving décor.
In the beginning of the night, the soothing lights fill the room with
tangible calmness. Wooden sliding doors break up the club into smaller,
more intimate rooms and cool blues roll over the customer’s bodies as
they melt into the relaxed environment.
As the evening progresses, the tempo rises and the doors are moved to
create more room for dancing. With each new stage of the night,
the artwork and music morph to mimic the energy of the club. This
atmosphere –– combined with the awe-inspiring Hummer and the celebrity
hype –– gives OPM the necessary power to succeed and
thrive in Sin City.
“Everything about the club is seductive,” Powers says. “The Hummer is a
smaller version of OPM. It is seductive, and if you’re near it, you
can’t help but become seduced by it.” NCB
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