What Makes a Great Brothel Owner?

Posted by Christina Parreira on June 20, 2017

Welcome to prostitution politics of 2017 in the USA! Despite the fact that brothels have been legal in the majority of Nevada’s counties since 1971, prostitution is still criminalized in the rest of the United States. Academics and activists have argued for decades over a woman’s right to her own body; most notably the “feminist sex wars” of the late 1970s/late 1980s. While second-wave feminists referred to sex work as “paid rape,” sex workers and sex-positive feminists demanded that prostitution be respected as a labor. Fast forward 40 years to today — prostitution is legal or decriminalized in much of the developed world…but still not in the USA. Even here in Nevada, the land of gambling, casinos, and bordellos, assemblywomen Jill Tolles (R-Reno) attempted (and failed) to pass a bill (AB-260) to open a “John School” earlier this year for men arrested for purchasing sex illegally. These programs believe that by “educating” (shaming) clients about the (unsubstantiated) inherent violence against women in prostitution, men will magically lose the desire to pay for sex. These programs currently exist in over 50 cities in the US. Despite the displeasure of those who refuse to acknowledge sex workers (and prostitution researchers) such as myself, sex is being sold in legal bordellos across Nevada — and the handful of people who own these controversial sex palaces have their hands full.

So, what does it take to be a successful brothel owner in 2017? How does an owner of a stigmatized business navigate the politics around prostitution, if at all? How should an owner adapt to changes in technology & media, as well as changing mores about sexuality and gender?

1. A good brothel owner gets involved

When you own a Nevada brothel, whether you like it or not, you’re smack in the middle of a heated political firestorm. One simply cannot be a good brothel owner in 2017 and ignore the debates around legalization of sex work as well as sex worker rights. If your own highly stigmatized business of vice is filled with women who are often marginalized by society, it is your duty to advocate for those women and above all, to amplify their voices by making them visible. It is your duty to fight against legislative bills that hurt us. Historically, Nevada brothel owners adhered to a “keep your head down and don’t make waves” philosophy, and some still do. Dennis Hof, owner of 7 Nevada brothels, is no stranger to media, politics, or making waves. In addition to the expected media appearances meant to promote the business, Hof takes every opportunity to speak up about the problem of criminalization, whether he is speaking at Oxford University or attempting to talk sense into Nancy Grace. Hof is without question the loudest and most prominent voice in the US regarding legalization of prostitution. He immediately set up a meeting to discuss the problems with assemblywoman Tolles’ “John School” bill. However, Tolles cancelled without explanation and never reached out to Hof, despite his 25 years as a brothel owner. I also reached out to her, but never heard back. It was disheartening that Tolles would not even entertain speaking to me, given that I have been conducting academic research on the legal brothels for over 3 years on topics including worker safety and client motivations for purchasing sex. Even more disheartening was the silence from every other Nevada brothel owner.

This past weekend I attended the Nye County Republicans monthly meeting with Hof; he spoke out against the recent tax increase imposed on brothel licenses, as well as other unnecessary abuses that big government inflicts on Nye County. He also introduced me to the group and I spoke to several members afterwards about my thoughts and experiences in the brothels, but this behavior is nothing new. Hof has always made a point of bringing sex workers to media and political events so that we can also be seen, heard, and integrated into the community.

2. A good brothel owner is accessible and transparent

Dennis is easily found in one of his 7 open bordellos almost any night of the week. We can text or email him if we are having a problem, and he encourages clients to do the same. He even put his actual cell phone number on DennisHof.com! I watched him answer a call from a stranger while we were out to lunch during his political campaign and I listened as he answered her questions. Afterwards, I remarked “you seriously answer these calls and answer everyone’s questions?” He did. Please, someone grant me that kind of patience.

Not only is he accessible to clients and employees, Hof opens his doors to academics. When I first moved to Nevada to conduct my research on the brothels, I had quite a few doors slammed in my face. I can’t say that I was all that surprised; who wants a researcher poking around their place of business? Apparently Dennis! Not only has Hof given me access to interview sex workers in all of his brothels, he also let in a team of researchers including myself, headed by Dr. Andrew Spivak and Dr. Barb Brents from the University of Nevada, Las Vegas, to administer anonymous surveys to clients. Thanks to the level of access he has allowed us, we have collected data from over 50 working girls and more than 500 clients; data that is being presented at conferences worldwide and adding to the scholarship on prostitution.

3. A good brothel owner is inclusive and adapts his business as social norms change over time

As Hof has said of his establishments, “This ain’t your daddy’s old cathouse anymore!” He bought the Moonlite Bunny Ranch in the early 90s, and immediately took down the “Men Only” sign, got rid of the fixed price menu, and empowered the women to set their own rates. He also gave the women the choice to say no to a client — quite a change from the “boys club” mentality that permeated the brothels before Hof came to town. While several Nevada brothels still run on a “lockdown” system in which the women are not permitted to leave the brothel for weeks at a time, Hof allows us to come and go — like human beings. Even in 2017, there are brothels that do not permit women to leave without a chaperone.

A good brothel owner must keep up with the times. According to my sample of 53 sex workers across 5 of Hof’s ranches, 35% are Women of Color; more racial/ethnic diversity than previous samples of Nevada brothels. The ages of the women in Hof’s bordellos range from 18 to 50+ and all shapes, sizes, and sexual/gender orientations, including trans women, BBWs, and fetish workers. Dennis is right — this is not your daddy’s old cathouse, and as one of the women working in his ranches, I am quite thankful for that.