Three years ago, as Paris Hilton was about to turn 24, the celebutante ho-tel heiress got a sense of her worth to the nightclub industry in Vegas.
She celebrated her previous three birthdays at Light, the Bellagio hotel-casino nightclub. But for her 24th, another company swooped in with an offer that trumped the standard private jet to and from L.A., a free stay at a luxury suite, dinner and free booze.
The worthless one would be given a big paycheck - upwards of $200,000 - just to party, but it had to be at PURE, a rival club at Caesars Palace.
Her people let the Light Group know that their former deal was off.
"We said, 'OK, well listen, we're not here to tell you not to make money,'" said a former Light executive, who did not want to be identified.
These days, celebrities often make appearances and walk the red carpet as part of the deal for coming to a nightclub. In return for generating media coverage, they receive all sorts of free goodies, if not cash.
For club operators, it has become the standard way of getting known. The buzz is formidable, but beyond that, it generates patrons, more people willing to pay a $30 cover, $15 for a cocktail and $500 for a bottle of name-brand vodka or high-end champagne.
"If you quantify that in terms of the amount of press they got off it, the press they got off it was priceless," the former executive said.
This weekend, PURE looked to re-create its formula with the opening of LAX, with a grand-opening Friday hosted by Britney Spears. The company would not say how much it was paying her or whether Spears would perform (she did not).
A revamped club, Blush at the Wynn, also hoped to cash in by opening Friday.
It's the start of a raucous couple of weeks that include Labor Day and the MTV Video Music Awards events that will attract plenty of partiers and paparazzi.
PURE managing partner Steve Davidovici said that rumors of celebrity payments are exaggerated, and pointed to reports the group supposedly paid $250,000 to Britney Spears eight months ago to host PURE's New Year's Eve countdown.
Of course, Britney passed out drunk at that affair.