Nevada Brothels Turning to Ads, Promotions

LOS ANGELES — The high price of diesel fuel is leading some of Nevada's legal brothels to advertising and other promotional tools.

"An awful lot of our customers are truckers," George Flint, director of the Nevada Brothel Owners' Association, said. "It's the disposable income factor: Money for new wristwatches and getting laid just isn't there."

In rural southern Nevada towns such as Indian Springs, some 50 miles north of Las Vegas, diesel fuel is selling for $5.25 a gallon, Flint said. This means that fueling an 18-wheeler can now cost an independent trucker more than $1,000.

Revenue at the 25 legal bordellos in the association is down 25-45 percent, depending on the location.

"We used to say Nevada was immune from recession," Flint said. "Not any more."

A law from the 1970s prohibited Nevada's legal brothels from advertising outside the immediate areas in which they were located, so tourists entering Las Vegas and Reno were not exposed to ads for the legal brothels outside the county line.

That law was struck down in federal court last July, when a challenge filed by the American Civil Liberties Union on behalf of several brothels and local newspapers arguing First Amendment protection for commercial speech was upheld, but many brothel owners are worried that ads will enrage local communities and push the Legislature to ban legal brothels.

"We're second-class citizens," said Jeff Arnold, owner of Donna's Ranch in Battle Mountain. "It's foolish to put up billboards that only irritate more than they attract."

"Several of the people who run brothels thought it would be this horrible thing that would happen," said ACLU lawyer Allen Lichtenstein, who persuaded the federal court to reverse the ban. "But from the government, the silence is deafening."

The government may be silent because Nevada is now facing a $1 billion budget shortfall. Gaming revenue in the state is down. MGM Mirage's stock price has dropped by half, sliding from $99.75 last October to $50. And at Harrah's Las Vegas casinos such as Caesars Palace, Rio and Bally's, gaming revenue among VIP and avid-use customers is down 5 percent and revenues from retail and unrated customers is down 8 percent so far this year according to Harrah's spokesman Gary Thompson.

Wild Horse Adult Spa and Mustang Ranch general manager Susan Austin purchased eight billboards along various highways in and around the city of Sparks that declare, "The party's at the Wild Horse!"

"We do have a moral responsibility to the wider world," said Ms. Austin, a former prostitute herself. "I wouldn't want my children to see something inappropriate. But these [billboard ads] are just little cartoon horses."

Other brothel owners are doing marketing like operating casino-style VIP programs that comp frequent customers and offering free buffets and barbecues for truckers and other passersby.

"We market Donna's as a home away from home for truckers," Arnold said. "There's always free chili, ham and beans, and corn bread. And they respond to it. We'll hold a barbecue, and they're the ones who are flipping the burgers."

The strategy for Donna's Ranch is sponsorship marketing rather than overt advertising. His second Donna's Ranch, in Wells, is the major sponsor of the town's car show and is the secondary sponsor of its senior pro rodeo.

Other Nevada brothels, such as Dennis Hof's Moonlight Bunny Ranch, have gotten free exposure through mainstream exposure: the Bunny Ranch has been featured on HBO's reality series "Cathouse" since 2005.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Hankey's Toys Introduces 'Big Pop Mushroom,' 'Xtra-Small Series IV' Dildos

Hankey's Toys has debuted its Big Pop Mushroom dildo and the new Xtra-Small Series IV line of dildos.

Brent Aldon, Erik Vasquez to Co-Host Retail Edition of 2026 XBIZ Honors at Avalon Hollywood

Aneros Director of Sales and Marketing Brent Aldon and Sliquid VP of Marketing Erik Vasquez will co-host the 2026 XBIZ Honors, set for Jan. 11 at Avalon Hollywood in Los Angeles.

Kiiroo Introduces New Argenta Stroker

Kiiroo has debuted the new Feel Argenta stroker sleeve from its FeelStar line.

Howl Launches New 'Ambassador' Referral Program

Wellness brand Howl has launched its Ambassador referral sales program.

Womanizer Unveils 'Next Duo' Vibrating Air Pulse Massager

Womanizer has introduced its Next Duo vibrating air pulse massager.

FSC: California's Device-Based AV Law Does Not Apply to Adult

The Free Speech Coalition (FSC) put out an advisory today explaining that California's new device-based age verification law does not apply to adult websites.

Orion Debuts 'Double Vibrator' From Couples Choice Line

Orion Wholesale has introduced the Double Vibrator from its Couples Choice line.

Orion Debuts 1st Christmas Collection From Cottelli Lingerie Line

Orion Wholesale has introduced the first Christmas Collection from its Cottelli Lingerie line.

Honey Play Box Introduces 'Vibrosa' Egg Vibe

Honey Play Box is debuting its new Vibrosa app-controlled egg vibrator.

ProDx Health Joins The Play as New Testing Partner, Launches 'Play Safe' Kit

ProDx Health has joined lifestyle organization Play LA as its new testing partner and marked the partnership with the launch of its Play Safe kit.

Show More