MTV's Spring Break comes to Las Vegas for the first time March 6-9, with daily live broadcasts from the Palms pool, site of the legendary televised spring fling.
Palms owner George Maloof made it official Friday before turning over the media duties to Jon Gray, vice president of brand and revenue development.
"It's not only big for the Palms," said Gray, "but it's big for Las Vegas. Vegas has always been known as a destination for spring break. Now we truly are the home of spring break."
Gray added, "Events like this further establish the Palms as a center of pop culture."
Previously, MTV's big party has been held in Cancun, Mexico, Panama City, Fla., Negril, Jamaica, and Acapulco, Mexico.
Gray said the deal was closed recently after a three-year pursuit that started about the time the Palms and MTV teamed up on the 2007 Video Music Awards that featured a Britney Spears meltdown and a dustup between Kid Rock and Tommy Lee.
The pool will be transformed into a series of stages for performances by major bands and entertainers.
Gray said about 3,000-5,000 revelers are expected each day.
The high-profile event is the latest for the Palms, which celebrates its 10th anniversary in November.
Maloof's decision to allow MTV cameras into the Palms for "Real World" in 2002 marked the first time a Las Vegas casino approved an on-property reality show.
The popularity of "Real World" opened the floodgates to set-in-Vegas reality shows.
Built around a celebrity-centric business plan, the Palms has since hosted the VMAs and movie premieres, including the U.S. debut of "Ocean's 13," and "Ali," with the latter featuring an appearance by Muhammad Ali.
THE SCENE AND HEARD
Sports betting legend Billy Walters requested that I clear up a misconception that appeared in an item here last week. My line that he's "known to get in-game injury reports from insiders and bet accordingly before the second half kickoff" is, he said, "inaccurate and may very well lead someone to believe that I use information that is not available to others doing research."
Those disco ball shoes worn by Adrienne Maloof in Thursday's finale of "Housewives of Beverly Hills" were purchased for about $3,000 at Gregory's, the luxury shoe shop at The Grand Canal Shoppes at The Venetian.
Andre Agassi, celebrating his selection to the International Tennis Hall of Fame Thursday with wife Steffi Graf at Restaurant Guy Savoy (Caesars Palace). ... Pop star Joey McIntyre took in Robert Kelly's set at Playboy Comedy at the Palms. ... Louie Anderson, having tea on Friday at the Mandarin Oriental Tea Lounge.
THE PUNCH LINE
"Jesse James is engaged to tattoo artist Kat Von D. The wedding will take place in June at the First United Presbyterian Tattoo Parlor and Head Shop Church." -- Jimmy Kimmel