Borgata's original nightclub accentuates premium service to the more established social set
Dancin' the night away at Borgata's party place, MIXX. Right, the huge crowd. (photos by steve minyon)
Like a faithful staff member eager to pitch in wherever needed, MIXX has been there for the Borgata since the casino, hotel and spa was unveiled in 2003. It's been the site for several parties and corporate functions, was for a while an upscale restaurant specializing in Latin and Asian cuisine during peak dining hours, and of course continues to be what it was always been intended to be -- a nightclub that spares no energy or expense to rival the finest nightclubs anywhere in the nation.
In its first three or four years, MIXX was also a sort of jack-of-all-trades when it came to nightlife demographics, as it was the only bona fide nightclub Borgata had at the time. Its former restaurant responsibility was a means to satisfy a need for upscale dining that was lacking at first, as Borgata's 2,000 rooms sometimes saw demand exceeding supply. When Borgata completed its $200 million expansion in 2006 (followed by a $600 million expansion completed this year, which included the launch of The Water Club), the dining deficiency disappeared and the nightclub mur.mur materialized to lessen the burden on MIXX.
"MIXX is now geared more toward the more mature, more experienced demographic," says Borgata director of nightlife Eric Millstein. "mur.mur is designed to target primarily the 25- to 30-year-olds and MIXX appeals more to a young-to-middle-aged group. Our Cosmo Fridays might be likened to the Sex in the City demographic with a cocktail."
Doors open at 10pm every Friday and Saturday at MIXX and the setting turns super lively around midnight. Friday is generally the more accessible and laid back of the two nights, as Saturday sees a second level made available with private rooms for rent (at $500 a pop) and nationally renowned DJs spinning hits. VIP bottle service is available both nights, and on both levels Saturday.
"On Cosmo Fridays [hosted by house DJ Devera], if there's seating that isn't reserved we'll allow people to sit down and relax, and generally bar stools are placed around the bar so that people can sit down," says Millstein. "It's a nice place for couples to come after dinner, or if they've been to the Gypsy Bar or the B Bar and are looking for a place to dance. Saturdays are more event-driven. You'll see a line forming before we open, and space is more of a premium."
Two entertainers and past recipients of the "World's No. 1 DJ" title by DJ Magazine will be spinning at MIXX on Saturdays this month. Roonie G, a trailblazer in combining audio and visual electronics, appears this Saturday, Aug. 16, and Ali "Dubfire" Shirazinia appears the Saturday of Labor Day weekend, Aug. 30. Dubfire is a former Grammy winner as half the duo Deep Dish (with studio partner Sharam Tayebi) who together remixed tracks of punk, industrial/new wave, jazz, hip-hop, house and techno in revolutionary ways.
The night before Dubfire's appearance -- Friday, Aug. 29 -- a notorious artist in the genres of trance and electronic dance music is scheduled to perform at MIXX, Tiesto, in a sold-out show rescheduled from June. DJ AM, a Philadelphia native once engaged to Nicole Richie, has performed at the club in the past, and renowned DJs scheduled down the road include Bad Boy Bill and Robbie Drum.
MIXX's DJ booth had been on a mezzanine level, but was relocated to the dance floor to add a personal touch for guests. The huge club includes suspended rows of mid- to high-range speakers, and a lighting track on "octopus arms" that descends from the ceiling and rotates while the music plays. Different visual imagery is depicted on a giant video screen while guests dance. On Saturday nights, patrons who rent private rooms are transported to the second level via elevator from the casino floor. All others enter the club by a long ramp off the Borgata's gaming level. The club is totally isolated from the gaming floor by a giant curtain fronted by 56 small flat-screen TVs.
"It's very important to us that those paying for VIP service get to truly experience an elevated level of service," says Millstein. "If you go out for fine dining, quality service is very much an important part of the experience. That's what they can expect to get here."
The inaugural Dusk DJ Series is underway and will decide who will claim a coveted residency at Caesars’ cutting-edge, multi-tiered nightclub.
“What we’re seeing right now [in A.C.] is Revel and Borgata going head-to-head with these big-name house DJs. They have become celebrities who get anywhere from $20,000 upwards of $200,000 per night for a couple of hours, and most of the time they’ll sell out these arenas or nightclubs. ... They’re the new celebrities.”
"It was a little bit of a culture shock coming from Las Vegas, as you can imagine. But then when I actually spent some time [in Atlantic City] and spent some time in competitors' casinos, I was pleasantly surprised and I feel that, you know, being involved in Revel is a very exciting piece of history for Atlantic City and I think will change how people look and perceive the market."
It’s that time of the year again. The votes have been counted and the winners have been named for the 4th annual ACWeekly.com Readers’ Choice Nightlife Awards.
Last spring, Borgata opted to sink a lot of capital into fixing up MIXX, and what a difference that decision made. If rooms could show emotion mur.mur might be jealous, not to mention every other nightclub in Atlantic City.
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