Bad is Back and Las Vegas Has Got It

After working on a 'family-friendly' reputation, the city has recently U-turned to its naughty ways

It was born as Sin City, with liquor and gambling 24/7.

Then came the “family desti-nation” period, when resorts turn-ed themselves into the desert equivalent of theme parks on steroids.

But now, bad is back in a big way.

In addition to the “Zumanity” show at the MGM Mirage, lots of other Strip at-tractions are re-emphasizing sex as a way to lure the crowds.

Among them:

The MGM Grand has created the Dollhouse at its Studio 54 club. On Thursdays, guests choose clothing for the “dolls,” as the cocktail waiters and wait-resses are called.

"We created Dollhouse for a core crowd and tourist market that needed something new and distinctive-not only new to Studio 54 but to Las Vegas' nightlife cul-ture as a whole," said Mike Milner, executive director of Studio 54.

Recently, the hotel also opened its exclusive “ultra lounge,” Tabu. Its motto: “Every-thing Goes.” Enough said?

Treasure Island’s change to a sexy “TI” already has drawn a lot of newspaper headlines and TV time, even though the family-friendly pirates are hanging around until July 6 and the new show isn’t scheduled to open until late October. Treasure Island president Scott Sibella described it as: "We've evolved from a yo-ho-ho feel to a more sophisticated feel."

All sirens are welcome to apply.

Even the Las Vegas Convention and Visitors Bureau has caught the vibe.

Its new Web site, Only Vegas, offers full-size printouts of showgirl bikinis, boas and Elvis jumpsuits.

Send one to your next Vegas-bound clients.