Rehab (party)
{{Use mdy dates|date=April 2025}}
{{Infobox recurring event
|name = Rehab
|native_name =
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|logo =
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|image = Hard Rock Las Vegas Rehab.jpg
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|caption = A Rehab party in 2008
|status =
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|frequency = Every Sunday, April through October
|venue = Hard Rock Hotel
|coordinates = {{coord|36.110014|-115.154935|region:US-NV_type:landmark|display=title, inline}}
|country = United States
|years_active = 2004–2018
|first = May 2, 2004
|founder_name =
|last = October 14, 2018
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|capacity = 2,000 (as of 2008)
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|website = {{URL|http://bikini.rehablv.com/}}
|current =
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}}
Rehab was a pool party event held from 2004 to 2018, at the Hard Rock Hotel and Casino in Paradise, Nevada, near the Las Vegas Strip. Rehab popularized the pool party concept in Las Vegas, leading other resorts to begin offering their own versions. Its success also spawned a reality television series, Rehab: Party at the Hard Rock Hotel, which aired from 2008 to 2010.
Description
Rehab was similar to a spring break party, and each event featured DJ music. Rehab also featured live performances throughout its history, from musicians such as Akon, Snoop Dogg,{{cite news |title=Snoop Dogg kicks off the opening of Rehab at the Hard Rock |url=https://vegasinc.lasvegassun.com/events/2009/apr/19/4884/ |accessdate=April 13, 2020 |work=VegasInc |date=April 17, 2009}}{{cite web |last=Stapleton |first=Susan |title=Haute Event: Snoop Dogg Takes Over Rehab at the Hard Rock Hotel |url=https://hauteliving.com/2013/09/haute-event-snoop-dogg-takes-rehab-hard-rock-hotel/389301/ |website=Haute Living |accessdate=April 13, 2020 |date=September 2, 2013}} Drake, Lil Wayne,{{cite news |title=Drake, Lil' Wayne Perform at Hard Rock's Rehab |url=https://www.reviewjournal.com/news/drake-lil-wayne-perform-at-hard-rocks-rehab/ |accessdate=April 13, 2020 |work=Las Vegas Review-Journal |date=May 30, 2011}} Lady Gaga, Deadmau5, Pauly D,{{cite news |last=De La Cruz |first=Kimberly |title=Pauly D brings a little bit of Jersey to Rehab |url=https://www.reviewjournal.com/entertainment/nightlife/pauly-d-brings-a-little-bit-of-jersey-to-rehab/ |accessdate=April 13, 2020 |work=Las Vegas Review-Journal |date=April 18, 2016}}{{cite news |last=Radke |first=Brock |title=Pauly D gets amped for his final Rehab set of the summer |url=https://lasvegasweekly.com/nightlife/industry-weekly/2016/aug/17/automatic-pauly-d-rehab-hard-rock/ |accessdate=April 13, 2020 |work=Las Vegas Weekly |date=August 17, 2016}} and Psy.{{cite news |last=Latham |first=Jason R. |title=The final countdown: Five things we'll miss most about Rehab Beach Club |url=https://lasvegasweekly.com/nightlife/2018/aug/30/final-countdown-five-things-well-miss-about-rehab/ |accessdate=April 13, 2020 |work=Las Vegas Weekly |date=August 30, 2018}} Aside from the cost of admission, alcohol and cabanas were offered for additional costs.{{cite news |last=Padgett |first=Sonya |title=Rehab pool party boasts upbeat atmosphere with variety of music |url=https://www.reviewjournal.com/entertainment/rehab-pool-party-boasts-upbeat-atmosphere-with-variety-of-music/ |accessdate=April 13, 2020 |work=Las Vegas Review-Journal |date=May 29, 2009}} Rehab parties were held on Sundays.{{cite news |last=Kaplan |first=Michael |title=Losing Your Shirt, but Not in the Casino |url=https://www.nytimes.com/2007/08/26/fashion/26pools.html |accessdate=April 13, 2020 |work=The New York Times |date=August 26, 2007}} The event operated during warm seasons, usually starting in April.{{cite news |last=Sylvester |first=Ron |title=High heels and low bikinis: It must be pool season in Vegas |url=https://lasvegassun.com/news/2012/apr/07/high-heels-and-low-bikinis-it-must-be-pool-season-/ |accessdate=April 13, 2020 |work=Las Vegas Sun |date=April 7, 2012}}{{cite news |last=Brown |first=Joe |title=Rehab's spring break-like party calls it quits for season |url=https://lasvegassun.com/news/2008/sep/26/rehab-says-goodbye-summer/ |accessdate=April 13, 2020 |work=Las Vegas Sun |date=September 26, 2008}}{{cite news |last=Green |first=Steve |title=Court filing reveals Rehab reality TV show has been canceled |url=https://lasvegassun.com/news/2010/dec/25/court-filing-reveals-rehab-reality-tv-show-cancele/ |accessdate=April 13, 2020 |work=Las Vegas Sun |date=December 25, 2010}} It would typically end each year in October, depending on the weather.
History
Before Rehab was launched, the Hard Rock Hotel pool was not open to the public and was only accessible to resort guests.{{cite news |last=Elfman |first=Doug |title=Sure Sign of Summer |url=http://www.reviewjournal.com/lvrj_home/2004/May-07-Fri-2004/weekly/23700083.html |work=Las Vegas Review-Journal |date=May 7, 2004 |archiveurl=https://web.archive.org/web/20040530143832/http://www.reviewjournal.com/lvrj_home/2004/May-07-Fri-2004/weekly/23700083.html |archivedate=May 30, 2004}} In 2004, Chad Pallas, the director of nightlife for the Hard Rock, was looking for ways to keep the resort popular. He focused on improving the pool area and got the idea for Rehab after having one of his weekly boat parties on Lake Mead. Pallas later said, "It was the greatest time ever to get out there in that cheap pontoon boat and party during the day. I had just come home and was relaxing one day when I got a call from a girl who wanted to get a group of her friends into the resort pool. She said she couldn't just walk in, that they had grown more strict, yet I was going to meetings where we were complaining that pool business was down."{{cite news |last=Radke |first=Brock |title=Fifteen years ago, Rehab at the Hard Rock Hotel changed Las Vegas' pool-party game forever |url=https://lasvegasweekly.com/news/2018/may/03/fifteen-years-ago-rehab-changed-vegas-pool-party/ |accessdate=April 13, 2020 |work=Las Vegas Weekly |date=May 3, 2018}}{{cite news |last=Mancini |first=Al |title=How dayclubs became integral part of Las Vegas party scene |url=https://www.reviewjournal.com/entertainment/nightlife/how-dayclubs-became-integral-part-of-las-vegas-party-scene/ |accessdate=April 11, 2020 |work=Las Vegas Review-Journal |date=March 15, 2018}} The pool area had sometimes hosted private concerts and special events.
Pallas had seen Nikki Beach in Miami, but he was not certain that such an idea could work in Las Vegas, so adjustments were made to the concept to suit the locale. Pallas said about Rehab, "At first we made the mistake of thinking it was more of the electronic [music] scene, but the crowd that came showed us it was more of a Spring Break party scene." Rehab opened to the public on May 2, 2004, and Pallas hoped that the event could bring in revenue of $20,000 on its opening day. The first party proved to be successful, bringing in $90,000, and the event brought in profits of $1.5 million by the end of its first season in 2004. Following its initial success, the event returned the following year.{{cite news |title=Rehab V 2.0: Are you ready for the summer? |url=https://nl.newsbank.com |website=Las Vegas CityLife |accessdate=April 13, 2020 |date=May 12, 2005 |url-access=subscription |via=NewsLibrary}}{{cite news |last=Kumler |first=Emily |title=Little Rehabilitation at Rehab |url=http://www.reviewjournal.com/lvrj_home/2005/May-26-Thu-2005/fashion/1792063.html |work=Las Vegas Review-Journal |date=May 26, 2005 |archiveurl=https://web.archive.org/web/20060104202649/http://www.reviewjournal.com/lvrj_home/2005/May-26-Thu-2005/fashion/1792063.html |archivedate=January 4, 2006}}
Rehab was initially popular among local residents, including those who worked in nearby resorts on the Las Vegas Strip. Word about the Rehab parties gradually spread to tourists, and the event pioneered the local trend of daylife (or dayclub) entertainment, similar to nightlife.{{cite news |last=Bond |first=Courtney |title=D. J.s, Swim Briefs, $25 Coladas: In Vegas, the Party's at the Pool |url=https://www.nytimes.com/2018/09/04/travel/las-vegas-pools.html |accessdate=April 13, 2020 |work=The New York Times |date=September 4, 2018}} Celebrity visitors over the years included Rob Gronkowski, Justin Bieber, Paris Hilton, and Kim Kardashian.{{cite news |last=Feldberg |first=Sarah |title=The end of an era: Rehab says goodbye |url=https://www.travelweekly.com/North-America-Travel/Insights/The-end-of-an-era-Rehab-says-goodbye |accessdate=April 13, 2020 |work=Travel Weekly |date=October 16, 2018}} Rehab's initial success was partly due to the lack of competition. By 2007,{{cite news |last=Woodman |first=Xania |title=Hard Rock Hotel's sexy Rehab leads the pool-party conga line |url=https://www.latimes.com/travel/la-trw-vegas18mar18-story.html |accessdate=April 13, 2020 |work=Los Angeles Times |date=March 18, 2007}}{{cite news |last=Villano |first=Matt |title=Hard Rock's Rehab is One Big Party |url=https://www.sfgate.com/entertainment/article/Hard-Rock-s-Rehab-is-One-Big-Party-2556832.php |accessdate=April 13, 2020 |work=SFGate |date=June 10, 2007}} its popularity had inspired other Las Vegas resorts to begin offering similar pool party events.{{cite news |last=Padgett |first=Sonya |title=Hard Rock pool party, Rehab, only one in town with own television show |url=https://www.reviewjournal.com/entertainment/hard-rock-pool-party-rehab-only-one-in-town-with-own-television-show/ |accessdate=April 13, 2020 |work=Las Vegas Review-Journal |date=May 27, 2010}} By 2008, yearly profits had reached $9 million. Lines would form hours prior to the opening of a Rehab party. As of 2008, the event had capacity for 2,000 people, and lines would sometimes reach into the casino once capacity was hit. VIP customers could skip the line and enter through a separate entrance.{{cite news |title=Rehab, Las Vegas |url=https://latravelmagazine.com/rehab-las-vegas/ |accessdate=April 13, 2020 |work=LA Travel Magazine |archive-url=https://web.archive.org/web/20131111191437/https://latravelmagazine.com/rehab-las-vegas/ |url-status=dead |archivedate=November 11, 2013}} Rehab's popularity led to a reality television show titled Rehab: Party at the Hard Rock Hotel, which premiered in 2008. As of 2009, Rehab averaged 2,000 to 2,500 guests during each party, although some busy weekends attracted up to 5,000 people. Cabana rentals ranged from $1,000 to $10,000 depending on how busy each party was.
File:Pool party Las Vegas Hard Rock (22235494251).jpg
By 2009, drugs and prostitution had become an issue at resort pools in the Las Vegas Valley. That year, detectives with the Las Vegas Metropolitan Police Department launched an undercover operation at Rehab. They subsequently arrested seven people on narcotic-related charges, while another was arrested for solicitation of prostitution.{{cite news |last=Manning |first=Mary |title=8 arrested in undercover operation at Hard Rock's Rehab pool |url=https://lasvegassun.com/news/2009/sep/08/eight-arrested-undercover-operation-hard-rocks-reh/ |accessdate=April 13, 2020 |work=Las Vegas Sun |date=September 8, 2009}}{{cite news |last=Mower |first=Lawrence |title=Police arrest eight at casino's pool |url=https://www.reviewjournal.com/news/police-arrest-eight-at-casinos-pool/ |accessdate=April 13, 2020 |work=Las Vegas Review-Journal |date=September 9, 2009}} The arrests prompted the Nevada Gaming Control Board to investigate aspects of the pool operation, to determine whether such crimes were commonly occurring on the property.{{cite news |last=Manning |first=Mary |title=Regulators expand probe at Hard Rock's Rehab pool |url=https://lasvegassun.com/news/2009/sep/09/regulators-expand-probe-hard-rocks-rehab-pool/ |accessdate=April 13, 2020 |work=Las Vegas Sun |date=September 9, 2009}}{{cite news |last=Mower |first=Lawrence |title=Gaming regulators looking into Hard Rock arrests |url=https://www.reviewjournal.com/business/gaming-regulators-looking-into-hard-rock-arrests/ |accessdate=April 13, 2020 |work=Las Vegas Review-Journal |date=September 10, 2009}}
In 2010, Hard Rock Cafe International sued the Hard Rock Hotel to cancel its name licensing agreement, citing negative publicity associated with Rehab and its reality television series. The lawsuit alleged that the resort was being portrayed on television as "a destination that revels in drunken debauchery, acts of vandalism, sexual harassment, violence, criminality and a host of other behavior". The lawsuit also cited the 2009 arrests.{{cite news |last=Green |first=Steve |title=Hard Rock brand sues, cites Rehab behavior at Las Vegas hotel |url=https://lasvegassun.com/news/2010/sep/23/hard-rock-brand-sues-cites-rehab-behavior-las-vega/ |accessdate=April 13, 2020 |work=Las Vegas Sun |date=September 23, 2010}} Rehab: Party at the Hard Rock was canceled later in 2010.
File:Hard Rock Hotel pool (Las Vegas; 2013).jpg
In 2011, Ian Kohoutek became the director of nightlife and launched an effort to help Rehab's public image following the lawsuit. Kohoutek said about the television series, "I think it was a poor depiction of what Rehab is all about. This is actually a very fun, clean environment. We have a clean pool; we operate effectively and by the law."{{cite news |last=McKee |first=David |title=Rehab in rehab |url=https://www.lasvegasadvisor.com/stiffs-and-georges/rehab-in-rehab/ |accessdate=April 13, 2020 |work=Las Vegas Advisor |date=September 13, 2011}} At the time, Rehab offered 22 daybeds and 51 cabanas.{{cite news |last=Padgett |first=Sonya |title=Hard Rock Hotel's Rehab pool party cleaning up image |url=https://www.reviewjournal.com/entertainment/nightlife/hard-rock-hotels-rehab-pool-party-cleaning-up-image/ |accessdate=April 13, 2020 |work=Las Vegas Review-Journal |date=September 2, 2011}} Describing the success of Rehab, Kohoutek said, "People want to come out and get some sun by the pool no matter what, but making it a nightclub atmosphere just entices them more. Everybody wants to party and they want to be in the sun while they do it."{{cite news |last=Finnegan |first=Amanda |title=Pool party trend paying off big for Las Vegas resorts |url=https://vegasinc.lasvegassun.com/business/real-estate/2011/jul/05/bikini-economy-yes-please/ |accessdate=April 13, 2020 |work=VegasInc |date=July 5, 2011}}
Rehab remained popular a decade after its opening. Aside from pool renovations and expansions, the event stayed largely the same over the years, a fact that the Hard Rock Hotel cited as a reason for Rehab's success.{{cite news |last=Domanick |first=Andrea |title=Hard Rock Hotel's Rehab is still sizzling at 10 years: 'If it ain't broke, don't fix it' |url=http://www.lasvegasweekly.com/news/2013/apr/25/hard-rock-hotels-rehab-10-years-if-if-aint-broke-d/ |work=Las Vegas Weekly |date=April 25, 2013 |archiveurl=https://web.archive.org/web/20130530092613/http://www.lasvegasweekly.com/news/2013/apr/25/hard-rock-hotels-rehab-10-years-if-if-aint-broke-d/ |archivedate=May 30, 2013}} In 2013, Rehab hosted a bikini contest called the Bikini Invitational,{{cite news |last=Labrador |first=Jorge |title=Nightlife News & Notes: Bagatelle's new bashes, Rehab bikini battles and more |url=https://lasvegasweekly.com/nightlife/news-notes/2013/jul/02/nightlife-news-notes-bagatelles-new-bashes-rehab-b/ |accessdate=April 13, 2020 |work=Las Vegas Weekly |date=July 2, 2013}}{{cite news |last=Parvis |first=Matthew |title=A photo diary of the highly prestigious Rehab Bikini Invitational |url=https://www.thrillist.com/entertainment/las-vegas/strip/a-photo-diary-of-the-highly-prestigious-rehab-bikini-invitational |accessdate=April 13, 2020 |work=Thrillist |date=July 15, 2013}}{{cite news |last=Ebelhar |first=Jessica |title=Photo Story: Bikini Invitational celebrates beauty of bodies |url=https://www.reviewjournal.com/entertainment/photo-story-bikini-invitational-celebrates-beauty-of-bodies/ |accessdate=April 13, 2020 |work=Las Vegas Review-Journal |date=August 7, 2013}} which became a yearly event at Rehab.{{cite news |last=Stapleton |first=Susan |title=Haute Event: Joanna Krupa Launches the Rehab Bikini Invitational |url=https://hauteliving.com/2014/05/haute-event-joanna-krupa-launches-rehab-bikini-invitational/487484/ |accessdate=April 13, 2020 |work=Haute Living |date=May 12, 2014}}{{cite news |last=Radke |first=Brock |title=Ready for Rehab? Hard Rock Hotel preps its iconic pool party |url=https://lasvegasweekly.com/nightlife/industry-weekly/2016/jan/21/rehab-hard-rock-hotel-prepping-iconic-pool-party/ |accessdate=April 13, 2020 |work=Las Vegas Weekly |date=January 21, 2016}}{{cite news |last=Katsilometes |first=John |title=Diddy, Mike Tyson host a splashy bash at Rehab Beach Club |url=https://www.reviewjournal.com/entertainment/entertainment-columns/kats/diddy-mike-tyson-host-a-splashy-bash-at-rehab-beach-club/ |accessdate=April 13, 2020 |work=Las Vegas Review-Journal |date=September 5, 2018}} New bungalows were added to the event in 2015, followed by a revamped stage in 2016.{{cite news |last=Ventura |first=Leslie |title=Joe Bravo keeps the shine on the iconic Rehab experience |url=https://lasvegasweekly.com/nightlife/industry-weekly/2016/apr/21/joe-bravo-keeps-the-shine-iconic-rehab-experience/ |accessdate=April 13, 2020 |work=Las Vegas Weekly |date=April 21, 2016}} In June 2018, it was announced that Rehab would come to an end later that year, as new owners prepared to renovate the Hard Rock and rebrand it as Virgin Hotels Las Vegas.{{cite news |last=DeSilva |first=Kristen |title=Rehab Beach Club to close amidst Hard Rock Hotel transition, CEO says |url=https://www.fox5vegas.com/news/rehab-beach-club-to-close-amidst-hard-rock-hotel-transition/article_4f02da4a-380e-5e1d-b237-63104dac1643.html |accessdate=April 13, 2020 |work=KVVU |date=June 18, 2018}} Rehab held its final pool party on October 14, 2018.{{cite news |last=Lawrence |first=Christopher |title=Rehab making final splash at Las Vegas' Hard Rock |url=https://www.reviewjournal.com/entertainment/nightlife/rehab-making-final-splash-at-las-vegas-hard-rock/ |accessdate=April 13, 2020 |work=Las Vegas Review-Journal |date=October 11, 2018}}
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References
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