May 3, 2006 6:01 AM, PROMO Xtra, By Patricia Odell

Crown Royal is set to transform a Louisville nightclub into a Playboy club during the Kentucky Derby weekend as part of a number of efforts surrounding the first jewel in the Triple Crown of thoroughbred horse racing.

On May 5, the nightclub Felt, will become the Crown Royal Playboy Club, where celebrities, athletes and VIPs will come together with Playboy's 2006 Playmate of the Year and nine Playboy Bunnies. The 2006 Playmate will be named by Hugh Hefener on May 4 and will jet to the Crown Royal American Turfs Race on May 5 for her first appearance as the new Playmate. This is the fourth year that Crown Royal has held the event, but the first in a partnership with Playboy. The previous three years, the Canadian whisky brand had partnered with Stuff magazine.

This is the first time Playboy has done anything at the Kentucky Derby,

New York City DJ Semu Namakajo will spin discs while Crown Royal offers Derby specialty drinks like "The Crown of Roses" and "Royal Stretch." One message to be played throughout the night is "It's about Quality. Not Quantity," Crown Royal said.

Crown Royal, a Diageo brand, will also create a special segment on Playboy Radio on Sirius Satellite Radio geared toward entertaining and educating listeners about the ins and outs of horse racing. Through May 8, Playmate on the Paddock, will air brought to listeners by Crown Royal. Playmate Jodi Ann Paterson will host the show.

In another effort, Crown Royal is headlining a two-day musical celebration at Churchill Downs during Kentucky Derby week. The Crown Royal Festival in the Field, presented by River City Bank, is May 4, featuring rock and roll bands Better Than Ezra and Violent Femmes, and May 5 with Everclear as the headline band. The events take place in the infield.

Bar promotions across the region support; Crown Royal's sponsored NASCAR car will be at the race.

Gem Group, Los Angeles, handles p.r.

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