In 2001, the Maloof Family opened the Palms.  In 2002, attempting to grab the 21-39 year old market, 2002, MTV filmed a season of their reality show The Real World in the property. The results caused the off-strip properties popularity to explode.  Suddenly, it became THE place young celebrities went to hangout, party and be seen while simultaniosly reinventing Vegas into the place we know it today.