Thirty Three cocktail lounge banks on exclusivity 

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Joel McVay and TJ Scarlett have leased a space underneath The Gold Room for a new cocktail spot, and they’re keeping the details tightly under wraps. But we do know it’s called Thirty Three (18 S. Nevada Ave, Suite 33, instagram.com/barthirtythree), and McVay says that they’ll be somewhat selective with their customer base.

“It’s the best bar in town you can’t get into without a referral,” he says. “There will be a walk-in portion on the main level where anybody can walk in and get a taste of what’s going on, but you’ll have to be put on a referral list or have something set up to continue to the rest of the space.”

To get a referral won’t be too hard, he says — just go with someone who’s already on the list, or find one of the bar’s “ambassadors” around town; they’ll have referral cards to pass out. “At first, we’re going to do some launch parties, and they will be invitation-only, and we’ll have ambassadors based upon that,” he explains. It’s a bold concept, but McVay believes people want what they can’t have, so the exclusivity alone will hold appeal. He adds that he’s targeting “people with vision” as his core demographic.

“There’s a lot of young professionals in town,” he says, “and a lot of men and women who deserve to have a place that stands out as much as they do.”

He hopes to open the bar as soon as late December, though he says delays are likely. McVay says he’s hired a bar manager, but he’s declined to release the name. The menu and decor concepts are still being finalized but will be kept secret as part of the exclusivity model.

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