Dennis Publishing hopes what happens in Vegas stays in Vegas at the Maxim Hotel and Casino. Tawdry men's magazine Maxim looks to parlay its brand name into a hotel and casino. Dennis Publishing Inc., the New York-based publisher of Maxim, is close to a $1.2 billion deal with developer Concord Wilshire Partners LLC to build the hotel, according to the New York Times. The new complex, which is scheduled to open in 2010, will have 2,300 rooms and a 60,000-square-foot casino and be called the Maxim Hotel and Casino. Maxim has been able to thrive in the competitive men's magazine landscape with a circulation of 2.5 million, according to the Associated Press, surpassing the likes of Esquire and GQ. Although considered much racier than Maxim, Penthouse magazine has struggled, filing for Chapter 11 bankruptcy protection in 2003. But Maxim, like Playboy, has already taken its brand name into satellite radio. Maxim launched a men's lifestyle channel — Maxim Radio — on Sirius satellite radio in 2004. It is a good bet the Maxim Hotel and Casino will become one of Vegas' top bachelor party destinations.— Gerald Magpily
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