Coming soon -- Maxim casino?

[2Tone]

The north end of the Strip has picked up another potential tenant.

Maxim magazine and Southern California-based real estate developer Concord Wilshire Partners announced plans Monday for an estimated $1.2 billion hotel-casino themed on the best-selling men's lifestyle magazine.

The magazine's publishing company said it hoped to open a 2,300-room hotel with a 60,000-square-foot casino just north of Circus Circus and Riviera in 2010.

"It's not a themed place along the lines of New York-New York or The Venetian, but it's what we would describe as a fun, stylish and modern resort with a four-star hotel that is accessible with great service and great amenities," said Barry Pincus, director of brand development for Dennis Publishing.