Red Rock Resort’s Cherry nightclub caters to residents with service, promotions

When it comes to the Las Vegas Strip and nightclubs, the prevailing thought used to be that you couldn't have one without the other.

Then Cherry at Red Rock Resort came along.

The club strives to provide everything you would get at a Strip nightclub and then some. There's the pulsing music spun by resident DJs, intimate spaces, raucous party atmosphere, even bottle service. A small stage was added during a recent remodel and live bands will be featured on some nights.

And it all comes with a level of service designed to cater to a local crowd. The majority of guests are locals, and Cherry recently hired a street team to promote the club downtown, says Chad Pallas, executive director of nightlife development.

The key to success for a nightclub that isn't fed a constant diet of fresh tourists is to treat guests in a way that will keep them coming back, week after week. In other words, you've got to give a little to get a little.

The club has been doing that with a series of promotions that play off of current events, Pallas says. First, there was the Stimulus Package, which has now become the Nightlife Reform Act. Guests get $100 bottles while women drink free champagne before midnight on Fridays. The club is also open on Wednesdays for an industry night and other themed events such as the recent Don't Sweat the Suit breakdancing night.

Saturdays have always been the club's biggest night, Pallas says, and will also feature promotions.

At 13,000 square feet, Cherry features an outdoor area with a pool setting. During the summer days, it turns into Cherry Pool, where guests can engage in European-style sunbathing. At night, the outdoor patio provides a romantic setting with private cabanas.

Resident DJ Mike Attack spins alternative mashups on Wednesdays while guest DJs rotate Friday nights, spinning a mix of house, mashups and other popular music. On Saturdays, resident DJ Dig Dug presides over the sound system.

Cherry is open from 10 p.m. to 4 a.m. Fridays through Saturdays and Wednesdays. Cover charge is $20 for men on Fridays and Saturdays; women get in free before midnight. After, they pay $10.

Wednesday cover charge is $10 for those not on the VIP list, Pallas says. To get on the list, visit the Web site at nightlifestation.com. For more information, call 797-7180.

Contact reporter Sonya Padgett at spadgett@reviewjournal.com or 702-380-4564.