Today, it is the Grand Geneva Resort & Spa, a resort that offers golf courses, a ski hill, water park and more on over 1,300 acres of land east of Lake Geneva.
But more than 50 years ago, it was part of Playboy magazine owner Hugh Hefner's empire.
The Lake Geneva Playboy Club opened in May 1968 and remained in business until December 1981.
What was once farmland became a hot spot for big-name Hollywood entertainers and spend-happy tourists.
Here are some photos that show a time when Lake Geneva had a little taste of Las Vegas.