Look what just fell into the S&G mailbag:

Beginning January 1, 2010 Penn National Gaming will partner with RPM Advertising to develop and execute a brand identity for Hollywood Casinos.  The full service assignment will incorporate research, brand development, media planning/buying, creative execution, production services and direct marketing.  Penn National, one of the top five gaming companies in the world, owns and operates seven Hollywood Casinos across the country including facilities in Aurora, IL; Bangor, ME; Baton Rouge, LA;  Grantville, PA; Lawrenceburg, IN; Bay St. Louis MS; and Tunica, MS.

Forgive me if I have a coughing spasm after reading Penn National describe itself as "one of the top five gaming companies in the world." I suppose it would depend on your definition of "top" (number of facilities and/or employees, market cap, etc.) but in an industry that contains MGM Mirage, Harrah's Entertainment, Wynn Resorts, Las Vegas Sands, Boyd Gaming, Station Casinos and even woebegone Trump Entertainment Resorts, the best Penn could hope for in terms of name recognition would be eighth place. (Enter RPM, stage right.)

As for the marketing alliance, given the timing of the belated decision to try and unify the brand, it looks like Penn is going to attempt a Harrah's in reverse: acquire a Strip property (Fontainebleau) and then create a company-wide brand-loyalty program to incentivize customers to visit its shiny new megaresort.

Sounds a bit cart-before-horse to me but, after today's bulletin, it's no stretch of the imagination to suggest that F-bleau could soon become Hollywood Las Vegas or some close variant thereof. At least in terms of brand equity, it would represent a step or two up from F'bleau, whose name recognition factor is now entirely negative.

Green shoot? Weekday room rates for early December at Vdara have nudged upward to $145/night (from $129) according to J.P. Morgan analysts.

What's wrong with this picture? The media night for Wayne Newton's new Tropicana show, Once Before I Go (could we have that in writing?) looks more like a Dancing with the Stars tour stop. In addition to former contestants Sabrina Bryan and Jennie Garth, four DWTS regulars -- including Cheryl Burke and Kym "Tina Sparkle" Johnson -- will be on hand.

Except for Ms. Johnson, who's presumably in town to rehearse current partner Donny Osmond, the quartet is available because they've all been eliminated. (For instance, Alec Mazo helped Olympic swimmer Natalie Coughlin dance her way to a premature exit.)

Trouble is, they'll be in the audience and the Wayner will be onstage. Wouldn't you prefer the reverse proposition? And since Newton is strictly a short-term proposition for the Trop (six months and out), would it be too much to hope for a Vegas offshoot of DWTS as his successor?

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One reader asks, regarding senatorial aspirant Sue Lowden's esteemed Pioneer Hotel & Gambling Hall:

I'm confused (as usual, but...) - Isn't the Pioneer NOT a gambling hall now, its shell hosting an ABC convenience store & various other small shops?
I don't remember if I ever patronized the place when it was a casino, but its stores are in a good location for the Downtown tourist crowd; the ABC Store is especially popular with our Hawaiian friends. That's good for sales taxes, right?

As for the Vegas Club, please don't vaporize it yet: We're going to stay there at the end of the month, mainly because it's free for me - and a separate free room for a friend of mine - allowing him to attend the Speedway races for that much less money.

You're thinking of the Pioneer on Fremont Street, while Ms. Lowden's establishment is down in Laughlin. And it very much has gambling. As for dematerialization, S&G did not nominate the Vegas Club for that dubious honor but suggested that, as long as Sen. Harry Reid's people are threatening to "vaporize" Ms. Lowden that they make themselves useful and turn their phasers on her grind joint, which is regarded as a bottom-feeder even by Laughlin standards.

The Vegas Club is very much on people's minds, as another reader asks:

How is it possible that TV series VEGA$ starring Robert Urich came out on DVD on October 20 and I saw nothing in the Las Vegas media celebrating the occasion. I saw an ad in Newsweek. They couldn't get something with Wayne F. Newton at the Tropicana or Phyllis Davis and Judy Landers in front of the Plaza or the Las Vegas Club? Sad, sad, sad.

Ah, a Phyllis Davis shout-out. You're speaking our language. And, yes, that VEGA$ release really snuck by, didn't it? In a classic case of the blind following the blind, local TV stations take their cues from the newspapers. The various Greenspun-owned organs have been slashing staff at a fearsome rate, so it's understandable that they'd miss it.

As for the Las Vegas Review-Journal, suffice it to say that staffers there, up to and including head cheese Thomas Mitchell, had to be told that the Moulin Rouge was burning down because -- even though it was happening across the street -- they work in a penetentiary-like building with no windows to the outside world (architecture as institutional metaphor).

So it's not the least bit surprising that our insular and rapidly declining local media would totally blow this one. As for Mayor Oscar Goodman, he had a previous commitment in London, but still ... no proclamation? No declaration that Oct. 2009 was hereby "VEGA$ Day"? Another missed opportunity for some free ink.

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As promised, Mike Shackleford's WizardOfVegas.com site has launched. It took a while to get the bugs worked out, hence my review of Scarlett & her Seductive Ladies of Magic didn't appear until after the show had closed. However, to the best of my knowledge, you can not only read about but still see all of the following ...

• Amazed

• Anthony Cools

• Gordie Brown

• Marriage Can Be Murder

• Matsuri

• Sin City Bad Girls

• V - The Ultimate Variety Show

Sample line: "Yes, Marriage can be murder ... and so is the food." Enjoy! 

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Peepshow star/trainwreck-in-progress Aubrey O'Day likes to speak her mind, for whatever it's worth. Evidently the recklessly candid utterances of Ms. O'Day were worth not one, not two but, yes, three dispatches by Richard Abowitz.

The fascination is understandable, given an interview subject who readily owns up to being unhappy and describes her demi-celebrity as "fame-ish-ness." O'Day's costar, Holly Madison may have been dubbed "Queen of Vegas" but when Las Vegas Weekly tried to wrest similar prose mileage out of her, the result was better than Sominex. Strangely, I find myself rooting for the id-on-the-loose that is O'Day to go the distance here in Vegas.

A Bronx Tale. Kudos to Sheldon Adelson for rolling the dice on Chazz Palminteri's virtuosic one-man show, whose run has been extended for another week. Yours truly finds it a rather warm-and-cuddly depiction of Mob life but both Mike Weatherford and Joe Brown express nearly unmitigated enthusiasm. Whichever way you slice it, it's still three thumbs up for Palminteri.

Wynn still happy. If the Chinese government's aim in applying further curbs to Macao is to "tamp ... down" the Cotai Strip™, where Sheldon Adelson™ aims to build "Asia's Las Vegas™" no wonder Steve Wynn is a happy camper. Anything that handcuffs main rivals Las Vegas Sands and Stanley Ho is good news at Wynn HQ, especially with Encore Macau coming on line soon. How boring life would become if Wynn and Adelson ever suspended their running verbal gunfight.

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In less than an hour, Steve Wynn is going to make an extra-special, triple-secret, top-hush "entertainment announcement" via a Wynn Resorts Web-cast. Don't tell anyone but ... he's going to reveal that Garth Brooks will be playing Encore.

Which we know partly because it's been the worst-kept secret on the Strip and even more so because it was announced today in Nashville at 7 a.m. Vegas time. But we're all s'posed to pretend that we didn't hear anything and it's all going to be a big-ass surprise and whatnot. Yeah, that's the ticket.

This underscores how ill-tuned the casino industry is to the news business -- and furthermore, how it still hasn't made the adjustment to the global village of online media. People like Wynn (or Jenn Michaels over at MGM Mirage) continue to operate as though the daily newspaper were the only game in town and people's primary source of information.

Sorry, but what happens in Nashville no longer stays in Nashville until the next news cycle. It makes it to Vegas in the blink of a Tweet.

Vintage Vegas/Matt Goss. Both are reviewed by Richard Abowitz, who makes a number of thoughtful observations re lounge acts in general. He's a bit lenient on both Zowie Bowie and the Gossmeister, IMO. Vintage Vegas is so bad you'll want to see it so you can talk about it at parties. Goss is just bad and in a very uninteresting way. If a yawn could wear a white suit, it'd be Matt Goss.

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Will the last person leaving the Riviera please take down the Charo in Concert, Abra-ca-Sexy! and Tom Stevens posters? Everything about last night's visit to the casino suggested a business that's died but doesn't realize it. Not that it helps to be literally in the shadow of the rotting whale carcass that is Fontainebleau. Between it, Echelon and the apparently defunct Plaza project, that neighborhood is one giant buzz-kill.

Still, even on a Wednesday night one does not expect to see such a thinly populated casino floor. There were more players around the electronic table games than the real ones. In the parking-garage elevator, one of the braille "3" panels was missing from the keypad. Management's solution? Scrawl "3" in red ink where the braille pad should be. (ADA non-compliance much?) If the Riviera is blowing off its interest payments in order to use the money on operating costs, it's not going very far, from the looks of things.

The moribund feeling extended to the upstairs showroom, where Charo has given way to Andrew Dice Clay (or, as the Riv bills him, "Andrew DICE Clay"). Even with a 90-minute cocktail party as an inducement, Clay rolled snake eyes in terms of media turnout. It was a small crowd [sic] and even some many of the local bloggers blew it off, so scant was the event's cachet.

Maybe they were at the Tropicana, checking out Wayne Newton, whose new show ...

Features Rich Natole. This confirms well-sourced reports LVA had been receiving that the impressionist would land a new gig at the Trop and it was merely a question of when. Natole, who was subletting a time slot from Anthony Cools, got caught in the crossfire between Cools and Trop CEO Alex Yemenidjian. When Cools, Bobby Slayton and the Penny Lane show were sent packing, Natole found himself briefly at loose ends, too. The Natoles are nice people, so I'm glad this Vegas saga has a happy ending. On a sadder note ...

Lanni ailing. Former MGM Mirage CEO J. Terrence Lanni has an undisclosed form of cancer. The news comes almost a year to the month since he abruptly resigned from the gaming giant. At the time, Lanni denied that health problems were involved but he also said it had nothing to do with a resumé-inflation scandal that threatened to bring him under investigation in New Jersey, Illinois and Nevada. (Another possible motive for Lanni's abrupt departure: MGM stock had just sunk below $10/share.)

S&G sends wishes for a speedy and full recovery to Lanni, and to his family. I've lost a couple of friends to cancer, so I can imagine the ordeal the Lannis are experiencing. And, if it's not inappropriate, a tip of the Panama hat to low-budget broadsheet Gaming Today, which beat all major news outlets to this sad story.

Reality bites. At least if you're trying to maintain your price point at Aria. The megaresort has cut rates to $159 -- and thrown in a $75 amenity credit -- to entice two-night stays, through April 1. Wouldn't it be ironic if, instead of cannibalizing Bellagio, as feared, Aria wound up gravitating toward the mid-market crowd?

Please spare a thought for the Queen of Comps, the beloved Jean Scott, who's in her sixth week of convalescence from the flu. First, a hepatitis scare, now this. Let's hope LVA's most popular blogger catches a break -- and soon.

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Snapping away last night at the 10th anniversary performance of Fantasy, which introduced new cast member Angelica Bridges: a slew of credentialed photographers, wiedling professional-grade equipment ... and Robin Leach, taking pictures with his cell-phone camera. That's right: a fucking Cell.Phone.Camera.

To this the profession of photojournalism has come? Pathetic.

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"I'm not Carrot Top, bitch!" -- Wayne Brady, to an audience member who went "commando," accidentally exposing his family jewels.

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Or maybe the question should be, What was Steve Wynn smoking before he told CNBC "Money Honey" Maria Bartiromo that Wynn Macau was making more than all other 30 Macao casinos combined? Perhaps he meant his joint is the single-highest-grossing casino in the Chinese protectorate, but his phraseology is misleading:

Wynn's remarks on the importance of staffing and customer service are, as usual, on point. However, he starts sounding like a puppet of Peking ("One thing about the Chinese government, I think they get it right."), praising the steadiness and thoughtfulness of its policies. Here's an example of Peking's steady, thoughtful policymaking in action:

Wynn's comments that infrastructural improvements don't help at tourism-dependent (casino) industry make him sound naive -- doubly so if aforesaid projects put disposable income into consumers' pockets. Still and all, Wynn is far more reasonable on CNBC -- and immeasurably less obnoxious -- than during his obstreperous Fox News Sunday rants.

Although Wynn clearly fancies himself the new political pundit on the block, he's got but one string to his bow: bellowing "Tax policy" over and over. Which translates as "Tax cuts (for me)!" Yup, if Big Guvmint would just stop collecting taxes from Big Bidness, everything would be hunky-dory, economically speaking. We'd have new jobs coming out the ass.

Here's the problem with that line of argument: We're fresh off eight straight years of tax cuts, tax holidays and corporate loopholes big enough to encompass every square foot of CityCenter. How did that work out for us?

More to the point, given a tax-averse administration and Congress, how did Wynn's casino colleagues handle their newfound largesse? Did they invest it responsibly? Hell to the no! That "bundling of the Strip" which Wynn has decried is the poisoned fruit of companies that were awash in capital and easy credit, who then used it to try and eradicate the competition. (Similar phenomena occurred in the regional casino markets and in the slot industry.)

Having cannibalized their main rivals, casino companies then began to devour themselves, in the form of insupportable debt levels and insane LBOs. And if Wynn really believes that government spending has never improved anyone's lot in life (he must have forgotten the New Deal, for starters), then how many standards of living are raised by merger-and-acquisition orgies? For the average worker, it means jobs are "consolidated" out of existence. Heck, not even executives are immune. Just ask some of the Mandalay Resort Group or Park Place Entertainment higher-ups who are now enjoying involuntary retirement.

Should the current administration hand out the kind of tax vacation Wynn is demanding, would the casino industry A) buy new and shiny objects, B) retire debt or C) create jobs? B & C would probably finish a distant second and third to A.

Just look at Harrah's Entertainment: It can't repay its creditors dollar for dollar but thinks nothing of snapping up 16% of Planet Hollywood. If there's degenerate gambling going on in the casinos, the worst of it can be found in the executive suites. If these guys ever took to playing Russian roulette, they'd probably leave at least five bullets in the revolver.

Wynn is probably feeling his oats, given the bullish, odds-defying early performance of his Hong Kong IPO. The real story may be that gains realized in the Hang Seng will be used to prop up Wynn's Las Vegas operations rather than to expand in Macao.

This just in: The two-week run of A Bronx Tale at the Venetian has been extended to a third weekend. A spoken-word play in a Strip theater seemed like a dicey prospect so this is very good news indeed.

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As they say on Dancing with the Stars, in no particular order ...

Eight against Harry: For a speedy primer on the myriad challengers to Sen. Harry Reid (D-NV), you can't go wrong with Jon Ralston's droll and speedy primer. It even gets props from John Chachas (R-Central Park West), who recently tossed his homburg into the ring. At least one among the posse Ralston calls "Snow White [Archon Corp. Treasurer Sue Lowden] and the Seven Dwarfs" has a sense of humor.

Reason vs. rage: While Steve Wynn was ranting on the boob tube this weekend, Thomas Krugman's column offers an indirect rebuttal to Wynn's Johnny One-Note ("Tax policy!") table-pounding.

Run, Oscar, run! If these poll numbers don't nudge the World's Happiest Mayor into the 2010 gubernatorial race, perhaps nothing will. Oscar Goodman not only has the highest favorables among Nevada politicians included in the survey, he wins one theoretical electoral matchup and ties for first in the other.

Gov. Jim Gibbons' political future looks bleak (read: borderline nonexistent) and there's not much comfort for Hapless Harry, either. Just think how much worse it would be if Reid had an opponent possessing genuine gravitas. Besides, given the rising tide of discontent among Nevada's progressives, there's a good chance that much of Hapless Harry's old base will just stay home on Election Day.

In Oscar's domain, an architect suggests ways to revitalize Downtown by decreasing energy use, increasing sustainability and generally targeting long-term cost savings. The proposal makes a lot of sense -- a virtual guarantee it will be ignored.

Holly Madison tapped an Oktoberfest keg at Siegfried & Roy hangout Hofbrauhaus last Friday. [Your punchline here.]

"Serpent Head" Jr.: If CNN ever has to let James Carville go on vacation, don't worry ...

... SNL's Bill Hader can fill in and nobody will notice a difference.

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