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October 23, 2018 By NBA Staff

Dennis Hof: Showman and sex industry modernizer

(Barbara Brents) – Dennis Hof was a showman who capitalized on the caricature bestowed by his business – the world’s greatest pimp. He would love the attention his death is getting.

But let’s not confuse his flamboyant thorn-in-your side image with what he actually did for the state: brought Nevada’s legal brothels into the modern sexual economy.

Yes, there is a sexual economy. The travel and entertainment industries would not be the world’s largest employers without the selling and buying of sex and sexuality. Yes, there is a seedy, even dangerous side. But the seedy side is a shrinking part of a multi-billion-dollar industry. The same way gambling has become sanitized, so too has sex. And Nevada is at the cutting edge, thanks in large part to Hof.

For all else he was or wasn’t, Hof was a businessman who grew his business because he treated it like a business. A key part of that was respecting the sex workers far more than had been common practice in years past in Nevada’s brothels.

Dennis Hof first took over the Moonlite Bunny Ranch in 1992, when Joe Conforte (remember him?) lost his even more infamous Mustang Ranch and fled to Brazil to escape money laundering and tax evasion charges.

Joe Richards, later convicted of attempting to bribe a Nye County commissioner, was the Southern Nevada brothel kingpin at that time. He had a reputation of running a rough brothel for women and getting favors from the Nye County Commission. Hof bought two of his brothels in 2010.

Back then, local governments were just beginning to modernize their business codes to deal with brothels (and prevent shysters like Conforte from returning, sort of like how we got rid of the mob in gambling). There were good and bad owners and managers, but policies like regularly searching them and holding their possessions, strict curfews, limiting phone use and three-week mandatory contracts were common. Brothel owners were just wrapping their heads around independent contractor rules. Many brothels were nothing more than old trailers with even older furniture, appealing to working-class truckers and miners and the occasional politician.

When our research team was interviewing owners in the late 1990s, Hof was the only one who talked first and foremost about the women’s rights. Like other owners, he made clear that his workers could turn down any customer any time, but he also trained them how to say no. He provided incentives rather than fines, taught sales techniques from other businesses. All this, he said in a 2000 interview, “creates a much better environment, because what you end up with is a willing buyer, a willing seller, and a good party — and the basis for a repeat customer.”

Hof used to refer to owners such as Conforte and Richards as “old school, hardcore prostitution.” He chastised them for having sex with their workers. (As Hof bought more brothels, his attitude toward sex with the workers changed, unfortunately. I suspect that with fewer choices among owners, it was harder for workers to report abuses.)

Since then, more brothels have modernized, putting in spas, tanning beds, exercise equipment and upgrading the kitchen staff. More brothels allow women to go home after their shifts. Owners have to treat the workers better in order to compete. Most owners still shun the high profile Hof maintained, but he did make treating the women better a more common priority.

There are lots of ways the brothels can still be improved, but much of the policy discussion thus far has missed one important point. There are some very smart, very powerful, very angry female workers and managers who don’t want to lose their jobs.

We should enlist the occasion of Hof’s departure to further modernize brothel codes and refine work card oversight, taking lessons from all the other countries in the world that oversee brothels and other independent sex workers.

Let’s give employees and independent contractors the right to report sexual harassment or assault charges in a way that gives everyone a fair hearing. Let’s remove the unfair curfews placed on sex workers in some counties, end policies that control workers’ presence in town while on contract with the brothels and create mechanisms so workers can report abuses of independent contractor laws. Let’s use some of the same techniques we used to clean up gambling and make the sex industry a better, safer and less exploitative place for workers.

And who knows better how to do this than the brothel workers themselves? Let’s treat the sex workers with the respect they deserve and let them help write the policy that affects their lives.

Barbara G. Brents, Ph.D, is a sociology professor at UNLV. She is co-author of “The State of Sex: Tourism Sex and Sin in the New American Heartland” on Nevada’s brothel industry.  This column was originally published by the Nevada Independent on October 23, 2018.

Filed Under: In the News

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Suzette Cole, CEO, Moonlite Bunny Ranch

“Prostitution is the oldest profession and will not go away.  Nevada has been doing it right since 1971 when we took it out of the criminal’s hands and put it into a highly-regulated industry.  As an added benefit, there has never been a case of HIV/AIDS in the history of legal brothels here…and you can’t say that about any other profession in the United States.”

John Stossel, Syndicated Columnist

“We don’t have to cheer for prostitution, or think it’s nice, to keep government out of it and let participants make up their own minds.  It’s wrong to ban sex workers’ options just to make ourselves feel better.”

Steve Chapman, Syndicated Columnist

“Prohibition doesn’t eliminate the harms generally associated with prostitution, such as violence, human trafficking and disease. On the contrary, it fosters them by driving the business underground.”

Christina Parreira, UNLV Researcher/Sex Worker

“Sex work is my CHOICE.  I’d like to continue to have the opportunity to make that choice legally.  We don’t need protection. We’re consenting, adult women.”

Washington, DC Councilman David Grosso

“We need to stop arresting people for things that are not really criminal acts. We should arrest someone for assault…but when it’s two adults engaging in a consensual sex act, I don’t see why that should be an arrestable offense”

New York Assemblyman Richard Gottfried

“Trying to stop sex work between consenting adults should not be the business of the criminal justice system.”

U.S. Sen. Cory Booker

“Yes, sex work should be decriminalized.  As a general matter, I don’t believe that we should be criminalizing activity between consenting adults, and especially when doing so causes even more harm for those involved.”

U.S. Sen. Bernie Sanders

“I think the idea of legalizing prostitution is something that should be considered…(and) certainly needs to be discussed.”

U.S. Sen. Kamala Harris

“When you’re talking about consenting adults, I think that, yes, we should really consider that we can’t criminalize consensual behavior, as long as no one is being harmed. … We should not be criminalizing women who are engaged in consensual opportunities for employment.”

U.S. Sen. Elizabeth Warren

“I believe humans should have autonomy over their own bodies and they get to make their own decisions. … I am open to decriminalizing sex work. Sex workers, like all workers, deserve autonomy and are particularly vulnerable to physical and financial abuse.”

U.S. Rep. Tulsi Gabbard

“If a consenting adult wants to engage in sex work, that is their right, and it should not be a crime. All people should have autonomy over their bodies and their labor.”

Gov. John Hickenlooper

“Legalizing prostitution and regulating it, so there are norms and protections and we understand more clearly how people are being treated and make sure we prevent abuse, I think it should be really looked at.”

Mike Gravel, former Alaska Senator

“Sex workers are workers, and they deserve the dignity and respect that every worker deserves. For too long, we’ve denied them that. Sex workers, not politicians, should lead the way in crafting sex work policy.”

Prof. Ronald Weitzer, George Washington University:

“Unlike illegal street prostitution in many other places, Nevada’s legal brothels do not disturb public order, create nuisances, or negatively impact local communities in other ways. Instead, they provide needed tax revenue for cash-strapped rural towns.”

Prof. Barbara Brents, UNLV author, “State of Sex”:

“Teams of scholars…have concluded that Nevada’s legal brothels provide a far safer environment for sex workers than the criminalized system in the rest of the United States.”

Prof. Sarah Blithe, UNR author, “Sex and Stigma”:

“Discussions of legal prostitution are rife with misinformation.  Academic work and popular press publications alike often conflate legal prostitution in the United States with illegal prostitution.”

Lee Herz Dixon:

“Do I think eradicating legal prostitution from all Nevada counties will erase the practice of the oldest profession in the state, or break the nexus of drugs, crime, and exploitation of the vulnerable? I do not.”

Journalist Michael Cernovich:

“It’s empirically proven that criminalizing sex work allows children to be sex trafficked more readily as they are afraid to turn to authorities and wonder if they will be arrested.”

Enrique Carmona:

“We need to put aside moralistic prejudices, whether based on religion or an idealistic form of feminism, and figure out what is in the best interests of the sex workers and public interest as well.”

Ruby Rae, professional courtesan

“In the brothels, we have the choice, always, to say which clients we will say yes and no to. We have staff that would never let a man hurt us, and we have a clientele that do not come here to hurt us.”

Kiki Lover, professional courtesan:

“We are human beings who chose to do sex work on our own free will. We get treated with respect and like family at the brothels. It’s a job just like any other job. We sell a service that all humans need.”

Paris Envy, professional courtesan:

“I’m not ‘exploited.’ I’m not ‘trafficked.’ I’m not ‘brainwashed.’ I don’t need to be ‘saved.’ I’ve freely chosen this line of work, which is a legal, private transaction between consenting adults.”

Alice Little, professional courtesan:

“It’s ILLEGAL sex work that exploits children. It’s ILLEGAL sex work that traffics. It’s ILLEGAL sex work that sees women exploited and abused by pimps.”

Jim Shedd, Nevadan

“Prostitution should be licensed, regulated, taxed like any other service industry.  There are many single or widowed men and women who should be able to take advantage of such services provided by consenting adults for consenting adults. Let’s act to at least reduce illegal sex trafficking and other sex crimes by creating safe and legal outlets for paying adults who wish to use them.”

Paul Bourassa, brothel customer:

“Some people are just never given a chance in the dating scene, so brothels offer those of us with no experience a chance to learn what it’s like to be on a date.”

Lewis Dawkins, brothel customer:

“It’s not always about sex. Little compliments and encouragements offered by the ladies help build my self-confidence. It’s a business, yes. But the ladies care personally about their clients. That means a lot.”

Brett Caton, brothel customer:

“I think brothels provide an important function in society. Legal ones give a safe outlet to their customers and for some men it is the only way they get so much as a hug.”

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The Nevada Brothel Association PAC is a coalition of legal brothel owners, brothel workers, brothel clients and brothel supporters dedicated to defending a woman’s right to choose professional sex work as a career, protecting the public’s health and safety, and preserving Nevada’s rich live-and-let-live heritage.

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Carson City, NV  89721

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