Using vague advertising in niche publications, the club had more than a few people convinced there was a new nightclub in town. The ads included allusions to other "Mint" clubs in Los Angeles, New York, Miami, Paris and Hong Kong. Interested people were directed to a separate Web site for Mint. The club billed it as "the freshest concept in Phoenix nightlife."

More than 1,700 people e-mailed reservations to the site. www.6az.com

The club's e-mail reply: "We have received a tremendous amount of RSVPs for our launch. Please arrive early. Doors open at 7 p.m."

It worked. On Thursday, a line formed outside the club before 8 p.m. (8 p.m.!) and stayed long until after midnight.

Once inside, people cast bewildered looks as 6 was still 6, just now with green lights, a minty-flavored menu and curtains that gave booths a bit more privacy.

The social experiment clearly succeeded.