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 one of the world’s premier parties.
Palms owners 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 annual beach blast has been held in Cancun, Mexico, Panama City, Fla., Negril, Jamaica and Acapulco, Mexico.
Gray said the one-year deal was finalized earlier this year, capping 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 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 everything from the VMAs to movie premiers, including the U.S. debut of “Ocean’s 13,” and “Ali,” with the latter featuring an appearance by Muhammad Ali.
The Palms has one year remaining on a three-year contract to host the NHL Awards.
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