Resorts Atlantic City to Transform Its Beachfront into the 'Sexiest Party on Earth' with Nikki Beach, Summer 2005

Business Wire, Jan 5, 2005

ATLANTIC CITY, N.J. -- This summer, what London's Observer deems the "Sexiest Party on Earth" will make its way to Resorts Atlantic City. Resorts Atlantic City and Nikki Beach announced today that they have reached an agreement to open NIKKI BEACH ATLANTIC CITY as well as a PENROD'S ELBO ROOM, a multi-tiered beach bar, restaurant, lounge and entertainment complex with an architectural design and attitude that will redefine the boardwalk.

"With Nikki Beach, we're redefining the concept of a beach bar in Atlantic City," said Audrey Oswell, President and Chief Executive Officer of Resorts Atlantic City. "Nikki Beach is known world-wide as the hot spot for those with a taste for sophistication and style. Those who want more than the typical Atlantic City beach bar experience will love Nikki Beach."

With venues in South Beach, Miami; St. Tropez; St. Barths; Marbella; Puerto Vallarta; Hollywood, FL; Buzio, Brazil and Sardinia, Nikki Beach brings its European style vibe to each of its locations, creating a haven for celebrities and industry high rollers looking for paradise on earth. Besides the atmosphere and signature Mojitos and Champagne, guests will enjoy haute cuisine for lunch, dinner, Sunday brunch or during fashion shows, model searches and special VIP events.

Penrod's Elbo Room, known as the oldest bar in Ft. Lauderdale built in 1938, will bring its rock and roll edge to the mix as well. Immortalized in beach party classics such as "Where the Boys Are," starring Annette Funnicello and Frankie Avalon, this second location will hold a 50,000-square-foot entertainment complex for summer concerts in the sand.

"We traveled for many years visiting famous beaches around the world to find that special recipe that now makes Nikki Beach the ultimate beach club in the world," recounts Jack Penrod, owner of the Nikki Beach organization. "Even though we are in six different countries, we maintain our unique style, a kind of global culture. We are very excited to bring the Nikki Beach lifestyle to this beach and contribute to the development of Atlantic City."

Nikki Beach's wingspan includes Nikki Clothing, launching a brand new line this Spring 2005, Nikki Style, a national bimonthly fashion and lifestyle magazine, Nikki Music, releasing its third volume this February 2005, and also Nikki Marina, rising up as the hottest place to park your yacht in Ft. Lauderdale.

More information on Nikki Beach is available online at www.nikkibeach.com.

For more information, contact Brian Cahill at 609-340-6432 or visit the Resorts Atlantic City media web site at http://www.resortsac.com/media