E11EVEN is a big, bright constantly gyrating machine with a lot of moving parts and even more options for its patrons. Hungry? Head to the bar and order a breakfast burrito. The nightclub menu begins at 8pm and is available all night. Need some air? The rooftop—with its own private restaurant—is a great place to catch the sunrise. And despite its celebrity clientele—which includes Miley Cyrus, Derek Jeter and Kylie Jenner—LoPinto says that E11EVEN is just as concerned with those who aren’t dropping thousands in its party pit. “We never wanted to be that club that hassled people at the door or didn’t treat them right if they didn’t have a table,” he says. But perhaps the club’s greatest marketing tool is its omnipresent sense of FOMO. Because 24 hours a day, seven days a week, you could be left out of the fun.