Los Angeles Business Journal: Rolling the dice - The Roving Eye - gambling in Las Vegas, Nevada

VEGAS-style gaming tables have popped up in the concourses and luxury suites of some of Southern California's high-profile entertainment venues, including Staples Center and the Universal Amphitheatre.

It's not that the owners of those arenas are trying to keep tourist dollars in L.A. In fact, it's quite the opposite. The tables are a promotion dreamed up by Howard Lefkowitz, president of Vegas.com. a tour company and "VIP access provider" based over the border in Sin City. Because that sort of gambling is illegal in Los Angeles, the tables are merely for demonstration-the games are real but no money is involved.

The absence changing hands apparently hasn't dampened enthusiasm. During a recent show by comedian D.L. Hughley at Universal Amphitheatre, would-be garners were pressed three and four deep against the tables, Lefkowitz said.

"People were screaming, 'Baby needs a new pair of shoes.' It was a blast." he said.

Besides Staples and Universal, Lefkowitz has tables at Blockbuster Pavilion in Devore, Verizon Wireless Amphitheater in Irvine and others arranged through promoter House of Blues Concerts.

At Universal, the games are located in the general concourse, while at Staples, they are in a private box -- a bonus for Vegas.com's VIP clients.

"It's added fun," said Daniel Segal, vice president of corporate partnership for House of Blues Concerts. "Their focus and our focus is the same: enhancing the entertainment experience."

Besides booking trips, Vegas.com operates a rewards program with incentives for frequent customers -- like access to a private box at Lakers games, with gaming tables. "We realized the place to meet our target audience was at live events in Los Angeles," Lefkowitz said.