Penthouse CEO Marc Bell made a big splash (the news reports made it around the world -- even as far as India) with his claim to a local journalist that his company was actively looking to buy a casino in Vegas. In fact, many of those magazines once found only behind the counter at 7-Eleven have come to life in Vegas.

Playboy has an exclusive club and gambling salon at Palms (pictured). Penthouse already has its name licensed on a topless bar near the Strip. Hustler is building a topless bar near the Strip; and, as previously reported on the Buffet, Hustler has also been actively shopping for a casino here since at least as far back as April. So, why has Penthouse managed to create such a stir with its interest in buying a casino?

The grammatically and metaphorically challenged Bell told Review-Journal's Norm Clarke that Penthouse offered an innovative and original approach: "It's about rethinking the way of how people think of casinos in Las Vegas, coming in with a new paradigm. Everyone tries doing cookie cutters, doing the same thing over and over again, and we believe it's time to create a new widget." But then a moment later, asked about having strippers working in his hotel/casino, Bell claimed not originality but old school Vegas was the plan: "I would have to imagine at some point we would be able to, as entertainment gets more risqué on the Strip, as Vegas gets more back to its roots."  Bell goes further in an Associated Press story: "Bell said he envisions girls from the magazine as casino dealers." 

This is also an old idea dating back to Dean Martin. But in recent years the Palms' Playboy Club once used Jenny McCarthy as a celebrity dealer. She had to take a class and get certified. The process was not easy, and there has not been a repeat performance by her or other Playboy Playmates.

One thing for sure is that Bell's words are free but casinos in Vegas are not.  Bell offers no clue as to how he will pay for the casino or which casino he is considering buying. In fact, what is striking is how little Bell seems to know about the facts on the ground: rules, regulations and costs involved in getting and operating a resort in Nevada with an unrestricted gaming license. I have put in a request to interview Bell with his office in Florida. But right now I would not hold my breath for this project to materialize.

Photo: Sarah Gerke