Nikki tie-in to bring marketing muscle to Grand Sierra

"You're judged by the company you keep," says Michael Carsch, president of Grand Sierra Resort, and he says the property's partnership with Nikki Beach "leapfrogs us forward."

Grand Sierra Resort and Casino teamed with Nikki Beach, a brand that markets to the jet set and celebrity crowd, to open Nikki Beach facilities and entertainment venues at the Grand Sierra property.

Nikki Beach Hotel will convert the top three floors of the Grand Sierra Resort Hotel property to a five-star hotel, install a Nikki Beach Club at poolside, and collaborate on nightclub venues, says Carsch. At least one floor of living units will be finished by June.

If a Reno property sounds like an unlikely destination for a class of jet setters like Paris Hilton, think again. Tahoe skiing is a big draw.

"We were able to sell them on that asset," says Carsch. "Nikki believes in the vision (the America's Adventure Place image upgrade) and we want to be in the vanguard of that vision."

There's money to be made on both sides, says Carsh, who did not disclose Nikki Beach's investment.

Marketing clout is an additional win for the Reno property, whose chief executive officer, Tom Schrade, met Nikki Beach owners in Miami Beach.

"They have a powerful marketing arm that ensures exposure," says Carsh.

Nikki Beach will design the remodel of the top three floors, which were previously marketed as The Summit.

The higher the floor, the greater the posh factor of furnishings and amenities along with the prices.

Summit units sell from $285,000 up. Prices are not yet set for the Nikki Beach units, but will be higher, says Carsh.

"We feel Nikki brings a different focus and clientele at the extreme high end of the traveling public," he says.

Schrade says, "This brand attracts the fun loving, action-oriented crowd from around the world that will love everything that 'America's Adventure Place' has to offer."

Nikki Beach runs resorts in St. Tropez, St. Barth, Marbella, Marrakech, New York City, Cabo San Lucas, Puerto Vallarta and Sardinia. Its developing resorts in Reno, Panama, Mexico, Portugal and Africa.