Rehab pool party boasts upbeat atmosphere with variety of music

If you're looking for a lazy, relaxing pool party, don't come to Rehab at the Hard Rock Hotel.

"It's extremely high energy," says Phil Shalala, the hotel's vice president of marketing. "It's beautiful people having a blast, enjoying each other's company and some great music. It's definitely not relaxing. You come here to party and have a life-changing experience."

The weekly event is in its sixth year, and if it hasn't changed the life of a guest or two, it's certainly helped to change the way local hotels use their pools.

Rehab, which takes place on Sundays during the summer months, was among the first major pool parties to embrace the "day life," Shalala says.

Pool parties have become a popular destination for locals and tourists alike, especially those looking to carry over their night life into daylight hours. It's not unusual to see someone standing in line for Rehab wearing their club clothes from the night before, Shalala adds.

Increased competition over the past few years has done nothing to diminish the popularity of Rehab. The event averages 2,000 to 2,500 people with as many as 5,000 on busy weekends. It's been so popular that the Hard Rock has launched additional brands, including the Rehab energy drink with Coca-Cola and a reality television show, "Rehab: Party at the Hard Rock Hotel," airing on truTV.

First-time guests can expect an upbeat party atmosphere with DJs spinning a variety of club music, from mashups to techno. Cabanas are available, but prices vary depending on the weekend. They start at $1,000 and have gone as high as $10,000, Shalala says.

Bottle service is available, starting in the $300 range. The average price of a cocktail is about $10. Cover charges also vary but start at $40 for guys and $20 for women. Local women are admitted free.

The line starts building as early as 7 a.m. with doors opening at 11 a.m. Rehab management closely monitors the guy-to-girl ratio, keeping it around 60/40. If you're a guy, it helps to come with a group of female friends.

Some people have been coming later in the afternoon, as the line dies down around 4 p.m., Shalala says. Doors close at 7 p.m. Rehab season ends in October, depending on the weather.

To make reservations, call 693-5555.

Contact reporter Sonya Padgett at spadgett@ reviewjournal.com or 702-380-4564.