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Maxim Magazine to Lend Name to Las Vegas Casino

Maxim, the racy monthly "lad mag," plans to lend its name to a more than $1.2 billion hotel casino that would open in 2010 on the Las Vegas Strip, the publisher said Monday.

Maxim plans to partner with real estate developer Concord Wilshire Partners LLC to build the 2,300-room Maxim Hotel & Casino with a 60,000-square foot casino on nine acres just north of the Circus Circus casino hotel.

Construction is expected to begin in late 2007.

"It's going to be upscale, it's going to be four-star, it's going to be sexy and flirtatious, absolutely," said Barry Pincus, director of brand development for Maxim publisher Dennis Publishing Inc. "But it'll also be fun, it'll be comfortable."

A management company would run the casino and hotel, Pincus said. Maxim would gain licensing fees from the operation, which would also include a 3,000-seat concert venue, pool, spa, retail stores, restaurants and a nightclub called Maxim Lounge.

About 2,000 of the rooms are expected to be condominium units that can be rented as hotel rooms when the owners are not there, Pincus said.

Maxim, which is published in 45 countries, has a U.S. audience of 13.7 million readers.

Paul Murad, a Las Vegas-based condo developer and market observer, said the announcement marked the latest attempt by men's magazines to put their stamp on Sin City.

Playboy is licensing its brand to the first Playboy Club to operate in 25 years when it opens at The Palms casino hotel this fall. GQ magazine has also sponsored local events.