Celebrating Halfway to the Electric Daisy Carnival with Tao GroupDecember 13, 2012 By: Steve Lewis
According to last year’s Nightclub & Bar Top 100 report, Marquee Nightclub and Dayclub became the highest grossing nightclub in the country. For name sake, Tao Nightclub Vegas came in third and Lavo NYC rounded out the top 10. All three venues continue to lead the way in nightlife hospitality.
In addition to the success of the aforementioned venues, The Arlington Club their latest entry is sure to dominate the Upper East Side of Manhattan and The Australian entry of Marquee is slamming. Throughout the years they have made nightlife look easy…and as we all know - it isn't.
It’s not uncommon to see one of the owners, Marc Packer, Rich Wolf, Noah Tepperberg, Jason Strauss or Lou Abin at a club entertaining celebrities or overseeing nightly operations. But one of the main reasons behind the success of this group is their enthusiasm. They not only own the company, they enjoy the product.
Jason Strauss is the one most likely to be found tossing napkins in the air with a wide grin surrounded by the bold and beautiful at one of their Vegas entries. His love for Electronic Dance Music has TAO Group partnering up with Pasquale Rotella's Insomniac - a Los Angeles based music festival and events production company. Since its inception in 1993, Insomniac has produced over 250 music events with over 3 million attendees to date. Their big annual shin-dig is The Electric Daisy Carnival which this year runs from June 21 to June 23 at the Las Vegas Motor Speedway.
However, for those who can't wait until June, Insomniac and the Strategic Group bring you ‘Halfway to Electric Daisy Carnival,’ a four day adventure from December 27 to December 30. Booking this kind of can't miss event during the week leading up to New Year’s Eve is genius. And this year all of TAO Group’s Las Vegas venues are involved (LAVO at The Palazzo, Marquee at The Cosmopolitan and TAO at The Venetian).
The festivities thus far include, a special DJ set by Hardwell at TAO Nightclub on Thursday, December 27, the Cosmic Gate headlines on Friday, December 28 at LAVO Nightclub, LAVO’s Saturday Champagne Brunch featuring Zen Freeman on December 29 and Kaskade at Marquee Nightclub that night. Avicii will round out the festivities at Marquee on Sunday, December 30.
Even with the hectic schedule of preparing for these events Nightclub Confidential caught up with one of TAO Groups Co-Founders, Jason Strauss and asked him all about it:
Nightclub Confidential (NCC): You are halfway to Electric Daisy Carnival (EDC)...an amazing excuse for a party. Tell me about this halfway event and the actual June soiree?
Jason Strauss: We partnered with Insomniac to present a halfway to EDC party at TAO last year to help lead up to the big event in June, then we created a full week of EDC related events at all of our Vegas venues during EDC, as well as presenting the VIP stage at the main event. All of the events were so successful we wanted to expand Halfway to EDC to more of our venues in 2012 and continue this great collaboration. Locals and visitors are so excited about EDC, as shown by how quickly tickets sell out, that we wanted to provide a tie in to share that energy part way through the year.
NCC: The Electronic Dance Music (EDM) movement is rapidly expanding. As DJs become exponentially bigger and their fees rise accordingly how can clubs even in Vegas pay for them?
Strauss: We are fortunate to have great relationships with our artists, as well as large venues that can accommodate the many dance music fans who want to come see them. Ultimately, it all evens out and is cyclical, the same as we have seen with various genres throughout the years.
NCC: You have venues in both Vegas and NY. What is different between them and is NY now taking cues from Vegas?
Strauss: In Vegas we are dealing with a much more transient market on the weekends while NYC has a more consistent crowd. NYC is definitely taking cues from Vegas in terms of technology, lighting and sound. Vegas has pioneered advancement in these areas due to the exceptional budgets involved when developing a venue here.
NCC: Will the remodel of Marquee New York City be a reflection of the brands success in Vegas?
Strauss: After experiencing such great success in with the Marquee brand in Vegas and Sydney, we will be bringing much of that learned knowledge to Marquee NYC, especially related to service, room design, flow and sound. Many of our Vegas artist partners as well as some known NY names will be a part of programming at Marquee NYC.
NCC: Is Vegas back on track after the long recession and will Vegas again begin to expand?
Strauss: Vegas is very much back on track and will continue to expand. We were smart with how we handled business during the downturn and really focused on the core of what we do best, providing exceptional customer service and unique experiences to our guests, so we were not as affected by the economy. Now, that things are picking up we are in a prime position to continue bringing these experiences to even more locals and visitors. We already have plans for new Vegas venues in the works.