LAS VEGAS -- When you think of Las Vegas, where excess is expected and moderation is considered a four-letter word, phrases like "serene" and "relaxing" do not instantly leap to mind.
That is, until you walk into the lobby of the Platinum Hotel and Spa.
Located at Flamingo Road and Koval Lane, about a block east of the famous Strip near Bally's, Caesars Palace and the Bellagio, the Platinum stands as an oasis amid the craziness. Owned and operated by the Milwaukee-based Marcus Corp., the hotel offers a smoke-free, casino-free alternative for individual travelers and small business groups who are finding out that, even in Las Vegas, a little peace and quiet goes a long way.
"The first thing most people notice is that it's quiet," said Alex Shelton, marketing director for the hotel. "They don't have to walk past a bunch of slot machines to get to their rooms. But, we are within easy walking distance of all the casinos and action on the Strip.
"You can go to Rehab (a club inside the Hard Rock Hotel and Casino) and hear thumping music and see 25 people in a hot tub and you can come back here, relax in a quiet atmosphere and then go right back to the casinos and clubs."
Situated on less than two acres, the 17-story Platinum offers 255 guest suites ranging from 910 to 2,100 sq. ft. The difference between it and other non-gaming hotels is that most of the rooms are condominiums. When not being used by owners, many of whom paid $400,000 and more, the units are rented to the public for less than $200 per night.
Similar properties have thrived in spots like Miami and Chicago, so developer Michael Peterson thought it would work in Vegas, too.
So far, he seems to be right.
"When I first booked this place, I didn't know what to expect," said Jennifer, a sales executive from Denver. "I asked around and nobody knew where it was. Now that I'm here, I really like it."
There is plenty to like; starting with the rooms. Many Vegas visitors only see their hotel rooms long enough to sleep for an hour or two, shower and change clothes. The Platinum offers separate bedrooms, plasma-screen TVs, double whirlpool tubs and full kitchens with stainless steel appliances, granite countertops and balconies with seating for four.
The Platinum offers 24-hour room service, a high-end restaurant, lobby bar, rooftop terrace, indoor-outdoor pool and a Well Spa, which is similar to the one that recently opened at Marcus' flagship hotel in Milwaukee, The Pfister.
With roughly 250,000 hotel rooms located within walking distance, the Platinum faces stiff, steady competition. But word-of-mouth does wonders and Shelton said that the hotel is seeing a steady stream of repeat customers.
"We liked it so much that we bought a place," Bob, a Wisconsin native in a Packers golf shirt, said in the elevator. "There is a great casino right next door, The Tuscany. We can go there to gamble. It's clean, they've got great food and a sports book.
"We can walk there in two minutes and then be right back here. Or, we can go to the bigger places on the Strip. It's just a great setup. You should buy a place."
Or, if the price is prohibitive, you could visit for a few days. Plans are underway for a 20,000-seat arena to be built virtually across the street from the Platinum and there are rumors that a National Hockey League or National Basketball Association franchise could find a home there.
"That will be big for us," Shelton said. "A lot of people discovered us during the NBA All-Star Week and they liked what we had to offer."
Host of “The Drew Olson Show,” which airs 1-3 p.m. weekdays on The Big 902. Sidekick on “The Mike Heller Show,” airing weekdays on The Big 920 and a statewide network including stations in Madison, Appleton and Wausau. Co-author of Bill Schroeder’s “If These Walls Could Talk: Milwaukee Brewers” on Triumph Books. Co-host of “Big 12 Sports Saturday,” which airs Saturdays during football season on WISN-12. Former senior editor at OnMilwaukee.com. Former reporter at the Milwaukee Journal Sentinel.
