The opening of Company: American Bistro, the 200-capacity restaurant in Luxor, looked like a miniature version of a nightclub event, with a red carpet and celebrities who included a de rigueur Hilton sister.

The Luxor’s executive VP, Thomas J. McCartney, looked on bemused. “This is new to Las Vegas from a dining perspective. Restaurants have not only become a dining experience but an entertainment experience. The celebrity gives more appeal to a particular restaurant and defines the space.”

Celebrity chefs are old news in Vegas, but even with them, restaurant openings on the Strip used to always be about the food on the menu. But the opening of Company: American Bistro seemed to be taking its cue from the Vegas nightclub world.

And so, no surprise to discover that behind the restaurant was a hot Vegas nightclub company, Pure Management Group, and celebrity investors: Nicky Hilton, Nick Lachey and Wilmer Valderrama. So, while the celebrity investors walked the red carpet in front of the restaurant, the actual chef, Adam Sobel, was left alone to be involved behind the scenes in supervising the kitchen and food, which received little attention from the assembled entertainment press like US magazine that rarely covers a casino’s restaurant openings.

This is not PMG’s first restaurant on the Strip. They also own Social House at TI as well as two others. But Social House is most like the model for Company by taking the nightclub approach to promoting a restaurant.

Company is aided by sharing a casino with PMG’s new crown jewel nightclub LAX (where both Hilton sisters will be spending New Year’s Eve). In fact, a number of fans waiting at the red carpet barrier found out about the celebrity appearances from cards handed to them at LAX. Another successful mix is Tao at the Venetian, which has a restaurant and a hot nightclub.

The closer connection between nightclubs and restaurants is the obvious next step in Vegas dining. Or as Hilton said: “Dinner is always part of an evening out.” When asked why she got involved in Company, Hilton responded “What really attracted me were the people, Pure Group. They have LAX (at Luxor) and Pure (at Caesars); so their track record is first class.” 

Lachey too expressed a long-term wish to diversify into restaurants, while also crediting Pure as providing the deciding factor: “I’ve been approached about things, especially locally, a lot over the years. But the Pure Group has been hugely successful. It was being able to do it with Pure.”

Looking at the fans waiting to catch sight of a celebrity and the media frenzy at the red carpet, the Luxor’s McCartney said, “I think that this is going to grow.”

If so, there are still some kinks to work out. Some middle-aged fans figured out how to avoid the crowd at the red carpet altogether by simply booking reservations within the restaurant.

Unlike nightclubs, there was no VIP section at Company: American Bistro's tiny space opening night. So, Nicky Hilton sat near the front door. One tourist group arrived with cameras at the ready. The three women first approached the table with celebrity journalist Robin Leach and asked him to pose with every member, followed by asking Leach’s date for help taking a group shot. The trio then moved to the table with magician Criss Angel and began again. But they were asked to leave before reaching Nicky Hilton’s table.

“This was a mistake, with the open reservations and announcing the celebrities,” one restaurant manager said. “We are still learning to adjust to the marketing of celebrities instead of food.”

(Photos by Sarah Gerke)