LAS VEGAS, Nevada -- As reported by the Associated Press: "The racy men's magazine Maxim is planning to put its name on a hotel-casino that it says will cost more than $1.2 Billion dollars on

Eva Longoria was MAXIM's girl in the desert. the Las Vegas Strip.
"Dennis Publishing Incorporated says it'll partner with Los Angeles- and Las Vegas-based real estate developer Concord Wilshire Partners LLC to build and open the property by 2010.
"It says construction should begin in late 2007 on nine acres just north of the Circus Circus.
"When it opens, the property will have 2,300 rooms, a 60,000 square-foot casino, a concert venue -- and a nightclub called Maxim Lounge.. . ."