Cowboy ultralounge being built on south Strip

A new phrase is about to enter the Las Vegas nightlife vernacular -- cowboy ultralounge. The "ultra" is an understatement. Texas-size is more apt.

Bulging from the middle of a strip center on the south end of Las Vegas Boulevard, just north of another cowboy's paradise at South Point, is Stoney's Rockin' Country, soon to be the biggest single-level club in the state. The dance floor will be bigger than any in Nevada, too.

The club is under construction, so wires and wooden studs exist where about 2,000 urban cowboys will soon carouse. An early August opening is planned.

Stoney Gray, the club's proprietor, is best known for bringing bikini bull-riding and mud wrestling to the Strip via Gilley's at the New Frontier. He was general manager there for more than seven years before striking out on his own.

A few unnamed investors later, and Southern Nevada has a new breed of "country" club. The timing couldn't be much better.

Stoney's is rising against the backdrop of numerous new assets for the south Strip -- expansion projects at Michael Gaughan's South Point, the near-complete Silverado Ranch exchange on Interstate 15, and hundreds of new residences being built nearby. Gray said he's been planning the Lone Star-size hangout for about a year and that he knew the south Strip was where he wanted to be.

"It's no coincidence at all. One of the reasons we're down here is the South Point, (which is the first gaming property to host equestrian events). I'm a big fan of Michael Gaughan," he said. "I think being here will be phenomenal for both of us."

Gray said he's always admired Gaughan's dedication to cowboy culture and his celebration of horsemanship. Gaughan was instrumental in helping establish the National Finals Rodeo and Professional Bull Riding events in Las Vegas, events Gray hopes will fill Stoney's to capacity when they are in town. (Gaughan could not be reached for comment regarding Stoney's.)

Gray also plans to have a four-lane bowling area, pool tables, darts and mechanical bull riding. A 45-foot-by-25-foot stage is being built alongside a green room for bands to assemble. Outside hookups for recreational vehicles will allow bands to come in and stay awhile. Stoney's will feature mostly regional and national country acts, along with occasional rock concerts and disc jockeys, Gray said. Next to the 2,500-square-foot wood dance floor will be a plush, equally large ultralounge with comfortable seating and big-screen plasma television sets. Projector screens will also be scattered about the joint.

Gray said he expects to employ about 50 people.

With the New Frontier closing in the next few weeks, Stoney's will be the only club of its kind in this market.

"With my background and financial backing from investors, I think we can do it better" than any other Western-oriented club, Gray said.

Investors in the project wish to remain private. One, though, is a local casino owner, Gray said.

Stoney's price is "in excess of $3 million," Gray said.

Gray said he has worked in the market long enough to build some relationships with a solid customer base. One such connection should prove valuable. Gray, who owns three race cars, is a longtime fixture at the Las Vegas Motor Speedway. Spokesman Jeff Motley, who's known Gray for about eight years, says Stoney's should be popular with the racing crowd.

"I do know there's a number of race fans who will go to his place," Motley said. "There are a lot of people who went to Gilley's because they got to know Stoney."

Gray said he's also already entered talks to co-sponsor a national bass-fishing tournament here, which fits with nearby Silverton and the country crowd it attracts with its Bass Pro Shops. Gray says it won't be hard to work the marketing magic.

"I built this niche," he said. "Pretty soon, where Tropicana is right now, it'll be right where I'm standing."

This story first appeared in the Business Press. Matt Ward writes for the Review Journal's sister publication and can be reached at mward@lvbusinesspress.com or at 871-6780 extension 339.