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Harrah's Rio Teams Up with Maxim Magazine

Harrah's and Maxim will sponsor a series of parties, under the name Maxim Lounge, intended to draw New York hipsters, Hollywood celebrities and gamblers that want to be around them, the Journal reported.

Unlike competitors Esquire and GQ -- which include serious stories on social, business and political issues -- Maxim focuses on sex, adventure and partying and publishes lots of photos of barely clad women.

The Rio was once a popular resort for the young hipsters under the management of Anthony Marnell. He sold the property to Harrah's in January 1999. Mandalay Bay and the Hard Rock hotel-casinos have since attracted much of that crowd.

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