Markets in everything

PartyBuddys, the inspiration of James King and Jason Roefaro, both 30 and both from Union City, N.J., promises to "make normal people feel fabulous for the night," according to its Web site, www.partybuddys.com.

Its night-out package includes a guide (the party buddy) to usher clients "through crowds of jealous bystanders," limousine service, complimentary drinks and V.I.P. treatment at six Manhattan clubs (Cielo, Plaid, Webster Hall, Copacabana, Spirit and China Club).

Fees for the night start at $350 a person; full rock-star treatment is available for $1,200.

Mr. King and Mr. Roefaro, who operate the business out of Mr. Roefaro's late grandmother's brick house in Union City, estimate that at least 60 percent of their clients are middle-aged professionals from out of town who have never visited a New York nightclub.

"This service is like paying to drive a race car or be taken up in a fighter plane," Mr. Roefaro said. "They're not race car drivers or fighter pilots, they're accountants and lawyers, but for a short time they can imagine they are. For that night, they're not an accountant; they're Paris Hilton or P. Diddy."

A personal bodyguard costs $45 an hour.  Here is the full story, and thanks to Daniel Drezner for the pointer.