New York, NY (March 28, 2006) - Preeminent nightlife entrepreneur Rande Gerber, founder of After Midnight Company and Midnight Oil Company, announced today that After Midnight and their partner, Maxim Magazine, will open their first Maxim Lounge at the oceanfront Royal Palm in South Beach, Miami.

Construction will begin early summer and the venue will open in the fourth quarter of this year.  While the Maxim Lounge is being constructed, the Royal Palm will undergo a multi-million dollar refurbishment transforming it into a luxury boutique beachfront condo-hotel. Work will be completed in the fall of 2006.

Gerber will collaborate with renowned production designer Charles Infante, best known for his set direction on music videos for artists such as Mick Jagger, Gwen Stefani, Aerosmith, Snoop Dogg and Jennifer Lopez, to create a dramatic 8,000 square foot lounge with outside pool area, terrace and upstairs VIP pool. Infante's design will stay away from the stark minimalism and "see and be seen" attitude that permeates most South Beach venues, instead opting for a "Kid Rock-meets-Gucci" style. The vibe will be carefree and casual throughout the multi-level space.

"We're excited to open our first Maxim Lounge in Miami on the beach," said Rande Gerber.  "South Beach has been on our radar for quite some time, but we only wanted to enter the market if the concept was new and compelling - our partnership with Maxim allows us to do just that."

"Miami was at top of our list as an ideal city for our first Maxim Lounge. Miami is a very popular destination for many of our 13 million readers as well as readers from our 30 international editions," said Stephen Colvin, President and CEO of Dennis Publishing. "We are delighted to have found an excellent location and superb partners in the Royal Palm proprietors, the Mitchell Companies."

The Royal Palm, the site of the first Maxim Lounge, is located in the heart of Miami's South Beach at 1545 Collins Avenue, just steps away from Lincoln Road and Ocean Drive.

After the launch of the Maxim Lounge in Miami, other venues will roll out in major cities over the next two years.

Dennis Publishing

Dennis Publishing, Inc. is a media company that publishes the two most successful modern men’s lifestyle magazines in America – Maxim (2.5 million rate base) and Stuff (1.3 million rate base) – along with general interest music magazine Blender (Advertising Age’s Launch of the Year and Adweek’s Hot List), and The Week, a distillation of the week's most important news and opinion from the US and international media (Advertising Age’s A-List). Maxim, Stuff, Blender and The Week (Advertising Age’s A-List) are registered trademarks of Felix Dennis. Maxim Radio is broadcast on Sirius Satellite Radio on channel 108.

About Midnight Oil Company and After Midnight Company

Rande Gerber is the founder of Midnight Oil Company and along with his brother Scott are the founders and operators of After Midnight Company. The company, an evolution of their trademark brand, The Whiskey, was created to develop innovative nightlife, hotel, restaurant and lifestyle concepts. Rande Gerber founded The Whiskey nearly 15 years ago, and he has since become the most influential nightlife proprietor in the country. His extraordinary success with The Whiskey Bars has established Gerber as the preeminent tastemaker, with an uncanny ability to create chic, seductive bars with modern glamour that reflect the times and national moods. Since then, the Gerbers have expanded there nightlife brand and vision, developing hotel bars with W Hotels and Ian Schrager. The Gerbers were also tapped by Giorgio Armani to redevelop his Armani Cafes nationwide and by Donald Trump to transform Trump Parc on Central Park, now Whiskey Park. The Gerbers' newest ventures include Cherry, a nightclub opening in April 2006 at the new Red Rock Casino, Resort and Spa in Las Vegas, STONE ROSE Lounge opening in May 2006 at the Sofitel Los Angeles, MIDNIGHT ROSE, a restaurant and lounge and THE PENTHOUSE, a rooftop bar, opening at the new Hard Rock Hotel Madrid in September 2006, and Las Ramblas hotel, condominium, and casino in Las Vegas.  For additional information, visit www.mocbars.com.

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