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Partnership to Create Nikki Beach Hotel on the Top Three Floors
of the the Grand Sierra Resort Hotel in Reno,
a Hotel Within a Hotel
Reno, NV – February 16, 2007 -  Grand Sierra Resort and Casino (“Grand Sierra”) announced that it has teamed up with Nikki Beach, one of the world’s leading lifestyle and entertainment brands identified with the international jet set and the celebrity crowd, to open a variety of Nikki Beach designed, branded, and managed hotel facilities and entertainment venues at the Grand Sierra property in Reno, Nevada.  Initial plans call for a five star Nikki Beach Hotel to occupy the top three floors of the Grand Sierra Resort Hotel property (a hotel within a hotel), a Nikki Beach Club at poolside, and multiple nightclub entertainment venues in the current Grand Sierra facility.

The Nikki Beach Hotel is a unique concept combining five star hotel service, design, and accommodations with exclusive entertainment in a resort-style environment.  In addition to the signature Nikki Beach guest room design, the hotel will offer an exclusive range of amenities and services, including personalized in-room check-in and check-out, private butler service, 24-hour concierge service, VIP ultra lounge access, personalized in-room music selection, and 24-hour maid service and pillow menu.  As part of the personalized hospitality service, all guests will have available luxuries such as being met at the airport by a Nikki Beach host before being transported by limo to their destination.  A private butler will accommodate every need during the stay, whether it is booking a custom spa treatment or arranging a quick flight by private helicopter to the nearby ski resorts.

A Nikki Beach Club is also planned for the poolside area at the Grand Sierra that will transform the area into a beach front entertainment venue complete with the Nikki Beach Club signature white motif of cushioned lounge beds, cabanas, swim-up bars and “daylight nightlife” poolside entertainment featuring live bands and DJ’s spinning Nikki Beach custom music mixes.

Grand Sierra Resort and Casino Rendering
The partnership will also develop multiple nightclub and other entertainment venues providing the high energy, exciting environment that has become synonymous with Nikki Beach worldwide for local guests and out of town guests of the Grand Sierra Resort 

“We are extremely pleased to have the privilege of introducing the Nikki Beach brand that is recognized in many exclusive locations around the world to the Reno-Tahoe area,” stated Tom Schrade, President and CEO of Grand Sierra Resort Corporation.  “This brand attracts the fun loving, action oriented crowd from around the world that will love everything that ‘America’s Adventure Place’ has to offer.”

Phase I of Summit at Grand Sierra hotel-condominiums
sold out with over $125 Million in sales in first six months
RENO, Feb. 16--When The Summit at Grand Sierra Resort opened in December 2006, along with the luxurious suites that make up Reno’s first hotel-within-a-hotel came another Reno first: the debut of the largest master-planned resort-hotel-condominium-casino development west of Denver.

The Summit Hotel consists of 825 units on eight upper floors at the Grand Sierra Resort and Casino in Reno, Nevada. Spacious suites with panoramic city skyline and mountain views feature contemporary design and lavish appointments in Reno’s best location. Buying at The Summit gives owners access to prestigious amenities and services of a luxury hotel atop a 145-acre master-planned development.

Phase I of The Summit sold out quickly to investors who bought the first 425 units recording over $125 million of sales.

“Phase I condominium sales exceeded all expectations,” said Rick Dumas, vice president of condominium sales. “Owners are thrilled with the units released to date and rooms have been booked by guests impressed by the outstanding amenities. The improving economy plus the addition of the country’s largest indoor water park being built at the Grand Sierra Resort will only enhance our position as a world travel destination.” 

Residence owners may stay in their units for up to 28 nights per year, with one of the most intriguing features for owners being the opportunity to participate in a rental management program which can generate income to assist in defraying the operation costs. Owners contribute toward common area upkeep and Summit Hotel operating expenses, such as reservations, housekeeping and concierge services.  Hotel amenities in the 27-story tower include lobby wine bar, several dining and nightclub options, 24-hour room service, valet parking, professional concierge staff, entertainment ranging from showroom headliners to all-ages activities like mini-golf, cinema and thrill rides plus Northern Nevada’s largest casino and meeting facilities to suit small groups and large conventions.

About Nikki Beach:
Over the past decade, the Nikki Beach brand has expanded from the flagship South Beach hot spot to locations in St. Tropez, St. Barth, Marbella, Marrakech, New York City, Cabo San Lucas, Puerto Vallarta and Sardinia.  Catering to the ultra-VIP and jet-set crowd, the Nikki Beach brand has become synonymous with world-class entertainment in the world’s sexiest locations, including hosting special events at the Cannes Film Festival and the Venice Film Festival.  Nikki Beach also includes a series of additional lifestyle and multi-media divisions, including Nikki News, Nikki Clothing, Nikki Music, Nikki Furniture, Nikki VIP and Nikki Style magazine. Recently, Nikki Beach announced that it is expanding into the luxury hotel and resort industry with the development of eight new hotels and beachfront resorts across five countries including Reno (Nevada), Sal (Cape Verde, Africa), Sao Vicente (Cap Verde, Africa), Playa del Carmen (Mexico), Puerto Penasco (Mexico), Panama City (Panama), Playa Blanca (Panama) and Portimao (Portugal).  

About Grand Sierra Resort and Casino:
Grand Sierra Resort and Casino is located in the heart of Reno/Tahoe - America’s Adventure Place. GSR is Northern Nevada’s most complete resort destination with 1975 guest rooms and suites. The property offers a wide variety of accommodations for the every day business traveler to the complete family vacation with amenities that include 200,000 square feet of meeting and convention space, branded retail shopping, headliner entertainment, a cinema, a 50-lane championship bowling center, outdoor thrill rides, aqua golf driving range, the largest casino north of Las Vegas with 24 hours of heart-pounding action plus so much more. GSR is a proud member of Summit Hotels and Resorts, a prestigious brand of Preferred Hotel Group. For more information, please visit or to make reservations call 1-800-648-5080. 


Dali Wiederhoft
Grand Sierra Resort


Also See: Caesars Entertainment, Inc.Selling the Reno Hilton to Grand Sierra Resort Corp. for Approximately $150 million; Plans to Reconstruct the Hotel to Resemble a Traditional Lake Tahoe Lodge with With One of the World's Largest Indoor Water Parks / May 2005
Nikki Beach Owner Jack Penrod Embarks on Expansion Into Branded Hotels, Casinos and a Cruise Ship; Claims 8 Hotels Ready to Go / January 2007

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