Pure Management Group to Re-Launch Social House Restaurant in Crystals at CityCenter

LAS VEGAS, March 24 /PRNewswire/ -- Nightlife and restaurant leader PURE Management Group (PMG) today announced the re-launch of its innovative Pan Asian restaurant, Social House, in Crystals at CityCenter in early summer 2010. The Social House brand was launched in 2006. Since then, it has developed a solid reputation and cult following for its delectable cuisine, unrivaled decor and exuberant vibe.

"PURE Management Group is proud to announce that Social House restaurant will re-launch in Crystals at CityCenter. We are excited that MGM Mirage selected our Social House restaurant to be included in what has become the premier retail and dining destination in Las Vegas," said Ned Collett, chief executive officer of PURE Management Group.

The new Social House restaurant will be located on the second floor of Crystals with an enclosed dining area, along with an open dining terrace that overlooks the first floor shopping areas.

"The space and design elements of Crystals are extraordinary and will complement the Social House brand. With the Social House brand we strive to capture the attention of each Social House guest by combining amazing taste sensations, a tranquil vibe and creative design elements in order to deliver an unsurpassed dining experience," said Deborah Krause, chief operating officer of PURE Management Group.

Social House Executive Chef Joe Elevado is tasked with the culinary vision for the new Social House. Chef Elevado studied under the acclaimed and highly influential Nobuyuki "Nobu" Matsuhisa and the "Japanese Iron Chef," Masaharu Morimoto. Both Nobu and Morimoto inspired Elevado to create his own innovative style that embraces tradition yet is expanded through inspiration drawn from international culinary exploration.

Under Chef Elevado, the Social House menu developed into a masterpiece of Japanese/Southeast Asian cuisine and sushi, relying on an eclectic blend of Asian tastes prepared with the freshest ingredients and a keen eye for presentation.

"Moving Social House to CityCenter is a revelation. The menu will retain the elements that brought us a cult following, while being exposed to a larger, more sophisticated audience will allow us to experiment and push the culinary envelope further with bolder dishes," said Joe Elevado, Executive Chef for Social House.

The new menu will retain many of the dishes that made the Social House brand. The new menu will also be influenced by Chef Elevado's extensive travels to places like Jakarta, Indonesia where he experienced a blend of Indian, Malay, Middle Eastern and Filipino culture.

Along with the menu the Social House brand is defined by a warmth and intimacy that is integral to the dining experience. The warmth and intimacy will be reflected in the design and decor of the dining space. The new Social House location will retain many of the iconic elements of the original location along with bold new features.

PMG closed the original Social House at Treasure Island in July 2009 in order to concentrate on opening the Crystals location.

For more information on PMG and its venues, please visit www.purelv.com.

About PURE Management Group (PMG):

PURE Management Group is one of the America's top nightlife and restaurant companies and has built a reputation of excellence with the undeniable success of its venues. PURE Management Group consistently produces innovations in style, environment and energy, setting the standard for nightlife and restaurant venues for Las Vegas and beyond.

Properties under PURE Management Group (PMG) include PURE Nightclub and Venus Pool Club at Caesars Palace Hotel & Casino; LAX Nightclub, Noir Bar and Company Lounge inside Luxor Hotel and Casino; Christian Audigier The Nightclub at the Treasure Island Hotel & Casino; Dick's Last Resort at the Excalibur Hotel and Casino; Coyote Ugly at the New York-New York Hotel and Casino, all located in Las Vegas and Aura Nightclub at Atlantis, Paradise Island, Bahamas. In addition to the Social House restaurant at Crystals, CityCenter in Las Vegas, PMG will launch a Social House restaurant in Mexico City, Mexico in 2010. For more information about PMG, please visit www.purelv.com.

SOURCE PMG



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