'Survival of the freakiest: how some of Nevada's brothels are staying afloat' diff viewer (0/1)

This article is from the source 'guardian' and was first published or seen on June 02, 2015 18:42 (UTC). It last changed over 40 days ago and won't be checked again for changes.

You can find the current article at its original source at http://www.theguardian.com/us-news/2015/jun/02/nevada-brothels-sheris-ranch

The article has changed 2 times. There is an RSS feed of changes available.

Previous version 1 Next version

Previous version 1 Next version

Version 0	Version 1
Survival of the freakiest: how some of Nevada's brothels are staying afloat	Survival of the freakiest: how some of Nevada's brothels are staying afloat
2015-06-02 18:45:31 UTC	2015-06-02 21:40:20 UTC (about 3 hours later)
During a recent staff meeting at Sheri’s Ranch in Pahrump, Nevada, a sex worker named Erin educated her colleagues on the ins and outs of using, then cleaning, a prostate massager. It was a routine meeting, even if wielding the S-shaped device would be anything but.	During a recent staff meeting at Sheri’s Ranch in Pahrump, Nevada, a sex worker named Erin educated her colleagues on the ins and outs of using, then cleaning, a prostate massager. It was a routine meeting, even if wielding the S-shaped device would be anything but.
At Sheri’s, the madam asks one of her courtesans to give a skill-sharing seminar every two weeks. More than 75 women tour through the bordello’s 25 slots – some commuting from as far away as Florida, Hawaii, Germany, South Africa, Thailand – even Fiji. It’s a diverse and worldly group, which allows for some interesting cross-pollination – it’s akin to a conference of carnal knowledge, 60 miles outside Sin City.	At Sheri’s, the madam asks one of her courtesans to give a skill-sharing seminar every two weeks. More than 75 women tour through the bordello’s 25 slots – some commuting from as far away as Florida, Hawaii, Germany, South Africa, Thailand – even Fiji. It’s a diverse and worldly group, which allows for some interesting cross-pollination – it’s akin to a conference of carnal knowledge, 60 miles outside Sin City.
Erin, a ginger-haired 26-year-old, used to sell sex toys for a living, so erotic gadgets are her specialty. The bondage experts show the other girls the ropes. Veteran ladies of the night give coaching on the finer points of providing an “experience”.	Erin, a ginger-haired 26-year-old, used to sell sex toys for a living, so erotic gadgets are her specialty. The bondage experts show the other girls the ropes. Veteran ladies of the night give coaching on the finer points of providing an “experience”.
As a US marine corps veteran, Erin needed advice on expressing herself when she first arrived.	As a US marine corps veteran, Erin needed advice on expressing herself when she first arrived.
“In a party, you want the customer to know you’re enjoying what’s happening,” she said. “Once I started being more vocal, the customer was more satisfied.”	“In a party, you want the customer to know you’re enjoying what’s happening,” she said. “Once I started being more vocal, the customer was more satisfied.”
I have to admit, I didn’t expect this much polish and savvy from a ~~small~~ ~~town~~ brothel. The establishment employs a PR man, and a madam who sounded like she attended Stanford Business School. The ranch, it turned out, is the Yankee Stadium of sex work.	I have to admit, I didn’t expect this much polish and savvy from a small-town brothel. The establishment employs a PR man, and a madam who sounded like she attended Stanford Business School. The ranch, it turned out, is the Yankee Stadium of sex work.
To hear about the recent hardships in the Nevada brothel industry I needed to travel further north, to the proverbial bush leagues in rural areas, where several houses of iniquity have closed down in recent years – including Angel’s Ladies, Bikini’s Brothel, and the celebrated Shady Lady in late 2014.	To hear about the recent hardships in the Nevada brothel industry I needed to travel further north, to the proverbial bush leagues in rural areas, where several houses of iniquity have closed down in recent years – including Angel’s Ladies, Bikini’s Brothel, and the celebrated Shady Lady in late 2014.
In 1985 – the industry’s heyday – there were 34 licensed brothels in Nevada. The number now stands at 19. A lobbyist named George Flint speculated that websites have allowed escorts in Las Vegas to take over the market. He believes, too, that the truckers and other ~~working~~ ~~class~~ men who brothels rely on haven’t recovered from the recession.	In 1985 – the industry’s heyday – there were 34 licensed brothels in Nevada. The number now stands at 19. A lobbyist named George Flint speculated that websites have allowed escorts in Las Vegas to take over the market. He believes, too, that the truckers and other working-class men who brothels rely on haven’t recovered from the recession.
But those theories don’t hold up to Sheri’s success. Despite sitting an hour’s drive from the escort capital of the world, it manages to enjoy a steady stream of blue-collar and middle-class clientele. One-percenters too.	But those theories don’t hold up to Sheri’s success. Despite sitting an hour’s drive from the escort capital of the world, it manages to enjoy a steady stream of blue-collar and middle-class clientele. One-percenters too.
The simplest explanation for the recent closures is that the industry is experiencing a Darwinian, survival-of-the-freakiest moment. The ranches with a wherewithal to embrace sexual trends and online marketing are thriving, while their competitors languish or die.	The simplest explanation for the recent closures is that the industry is experiencing a Darwinian, survival-of-the-freakiest moment. The ranches with a wherewithal to embrace sexual trends and online marketing are thriving, while their competitors languish or die.
I caught a glimpse of what a hyper-ambitious brothel looks like when I toured Sheri’s. You walk through their doors, into a foyer with a grand piano and Victorian furniture. Would you care to be locked in a cage, then flogged? Lusting to receive a Japanese nuru massage, or exercise latent student-teacher fantasies? There are rooms catering to all three of those. In a building named Playland, they have a classroom stocked with rulers and paddles, a cheerleader locker room, and a secretary’s desk adjacent to a boss’s office.	I caught a glimpse of what a hyper-ambitious brothel looks like when I toured Sheri’s. You walk through their doors, into a foyer with a grand piano and Victorian furniture. Would you care to be locked in a cage, then flogged? Lusting to receive a Japanese nuru massage, or exercise latent student-teacher fantasies? There are rooms catering to all three of those. In a building named Playland, they have a classroom stocked with rulers and paddles, a cheerleader locker room, and a secretary’s desk adjacent to a boss’s office.
Even the mundane “girlfriend experience” (a popular request on Christmas Day) is catered to, with a room set up for games of naked Wii.	Even the mundane “girlfriend experience” (a popular request on Christmas Day) is catered to, with a room set up for games of naked Wii.
“Smaller rural brothels just can’t compete,” said Christina Parreira, a former working girl who now studies the sex trade as a doctoral student at the University of Nevada, Las Vegas. “They don’t have dungeons or hot tub rooms, just bedrooms and maybe a massage room. The other problem with the places that closed is that they had a ~~fixed~~ ~~price~~ menu. At a bigger place, each individual girl charges whatever she wants – the sky’s the limit.”	“Smaller rural brothels just can’t compete,” said Christina Parreira, a former working girl who now studies the sex trade as a doctoral student at the University of Nevada, Las Vegas. “They don’t have dungeons or hot tub rooms, just bedrooms and maybe a massage room. The other problem with the places that closed is that they had a fixed-price menu. At a bigger place, each individual girl charges whatever she wants – the sky’s the limit.”
Yet, it’s not as though the mom-and-pop brothels have failed to innovate.	Yet, it’s not as though the mom-and-pop brothels have failed to innovate.
The Shady Lady was celebrated last year as the first of its kind to employ a male gigolo, or “prosti-dude”. The young man occupied a “rooster’s cottage” in the back of the ranch where he stipulated that he receive only female clientele. Working girls rarely discriminate against same-sex patrons, so this bothered his cohorts, and indeed may have been his downfall. Despite receiving exhaustive media attention, including a visit from an undercover New York Post reporter, the prosti-dude had fewer than 10 appointments in two months. He quit to pursue a career in porn.	The Shady Lady was celebrated last year as the first of its kind to employ a male gigolo, or “prosti-dude”. The young man occupied a “rooster’s cottage” in the back of the ranch where he stipulated that he receive only female clientele. Working girls rarely discriminate against same-sex patrons, so this bothered his cohorts, and indeed may have been his downfall. Despite receiving exhaustive media attention, including a visit from an undercover New York Post reporter, the prosti-dude had fewer than 10 appointments in two months. He quit to pursue a career in porn.
When the Shady Lady closed down this past December, its owner told the Pahrump Valley Times that her heart wasn’t in it ~~anymore.~~ In 2007 she had complained to the same newspaper that big houses of ill repute make all the money while the small operations are “dying on the vine”.	When the Shady Lady closed down this past December, its owner told the Pahrump Valley Times that her heart wasn’t in it any more. In 2007 she had complained to the same newspaper that big houses of ill repute make all the money while the small operations are “dying on the vine”.
I got on the phone with Phil Maita, a gruff 72-year-old brothel man who said he’d been in the “girly business” since the age of 17. He acquired the Wild Cat Brothel in Mina, Nevada, out of foreclosure two years ago. “I’m having a tough go of it,” he said.	I got on the phone with Phil Maita, a gruff 72-year-old brothel man who said he’d been in the “girly business” since the age of 17. He acquired the Wild Cat Brothel in Mina, Nevada, out of foreclosure two years ago. “I’m having a tough go of it,” he said.
He then proceeded to blame the women.	He then proceeded to blame the women.
“When I have the right girls I do fine, but these girls aren’t schooled very well,” Maita said. “They don’t know how to talk to customers, they don’t know how to present themselves. They just walk in a place and hope to God someone will want to have sex with them for money.”	“When I have the right girls I do fine, but these girls aren’t schooled very well,” Maita said. “They don’t know how to talk to customers, they don’t know how to present themselves. They just walk in a place and hope to God someone will want to have sex with them for money.”
Maita doesn’t employ a madam, and it seemed fair to assume there were no skill-sharing seminars going on. He claimed that when he gives the prostitutes advice, they rebel and do the opposite.	Maita doesn’t employ a madam, and it seemed fair to assume there were no skill-sharing seminars going on. He claimed that when he gives the prostitutes advice, they rebel and do the opposite.
“I’m better off not talking to them at all,” Maita said.	“I’m better off not talking to them at all,” Maita said.
I asked about changes to the facility or its business model. Instead of having the women line up, which conjured images of a slave trade, he said, the prostitutes now mingle with customers. Maita installed new signage, fixed a Jacuzzi, keeps the place clean and well lit. He installed televisions showing pornographic movies.	I asked about changes to the facility or its business model. Instead of having the women line up, which conjured images of a slave trade, he said, the prostitutes now mingle with customers. Maita installed new signage, fixed a Jacuzzi, keeps the place clean and well lit. He installed televisions showing pornographic movies.
“I got music playing throughout the building,” he added, “so that when you walk in it’s not totally dead. You’re walking into some sort of life.”	“I got music playing throughout the building,” he added, “so that when you walk in it’s not totally dead. You’re walking into some sort of life.”
~~But how would that allow him to compete with the likes of Sheri’s? I asked. Or with Denis Hof, the mogul whose ~~estbalishments~~ are featured on HBO?~~	But how would that allow him to compete with the likes of Sheri’s? I asked. Or with Denis Hof, the mogul whose establishments are featured on HBO?
“I don’t think I’m getting high-rollers. My dumpy little place is not that sharp, to tell the truth,” Maita said. “I got a flat-back joint more so than a high-end whorehouse.”	“I don’t think I’m getting high-rollers. My dumpy little place is not that sharp, to tell the truth,” Maita said. “I got a flat-back joint more so than a high-end whorehouse.”
I asked him to explain the term “flat-back joint”. A question that inspired a groan.	I asked him to explain the term “flat-back joint”. A question that inspired a groan.
“Flat-back joint! Where the girl lays on her back and gets the money. In other words, she ain’t got nothing else to offer,” he said. “She doesn’t have any charm, any looks. No conversation. No jewelry. No rhinestones. No flash.	“Flat-back joint! Where the girl lays on her back and gets the money. In other words, she ain’t got nothing else to offer,” he said. “She doesn’t have any charm, any looks. No conversation. No jewelry. No rhinestones. No flash.
“How old are you?” Maita asked. “Jesus Christ, you act like you never heard nothin’ before.”	“How old are you?” Maita asked. “Jesus Christ, you act like you never heard nothin’ before.”
As unpleasant as he sounds, at least the septuagenarian said he will “take a beating” for a prostitute if a customer gets out of line. It’s a dangerous business, Maita noted, and so there are cameras throughout the property, a security measure lacking in the illegal sex trade.	As unpleasant as he sounds, at least the septuagenarian said he will “take a beating” for a prostitute if a customer gets out of line. It’s a dangerous business, Maita noted, and so there are cameras throughout the property, a security measure lacking in the illegal sex trade.
For better or worse, there are fewer controlled environments where women can do sex work now. And while most prostitutes would prefer to be at a pleasure palace such as Sheri’s, the bordello license allows for only 25 working girls at a time. The competition is stiff.	For better or worse, there are fewer controlled environments where women can do sex work now. And while most prostitutes would prefer to be at a pleasure palace such as Sheri’s, the bordello license allows for only 25 working girls at a time. The competition is stiff.
“I started out as an escort in Seattle, where I came from,” said Allissa, a 26-year-old brunette. “I left because of the sketchiness, just the constant worry that something was going to happen. And I never looked back.”	“I started out as an escort in Seattle, where I came from,” said Allissa, a 26-year-old brunette. “I left because of the sketchiness, just the constant worry that something was going to happen. And I never looked back.”
She and the other courtesans at Sheri’s Ranch seemed genuinely happy with their arrangement, which allows them to take extended vacations since they have to work a minimum of only 10 days a month.	She and the other courtesans at Sheri’s Ranch seemed genuinely happy with their arrangement, which allows them to take extended vacations since they have to work a minimum of only 10 days a month.
They were also grateful to do more than engage in sex. “You get to play characters you wouldn’t get to play anywhere else,” Allissa said. “I get to be the naughty student or secretary or cheerleader. You get to kind of act.”	They were also grateful to do more than engage in sex. “You get to play characters you wouldn’t get to play anywhere else,” Allissa said. “I get to be the naughty student or secretary or cheerleader. You get to kind of act.”
An Australian courtesan, Emma, said working in Nevada was superior to her home country, where prostitution is also legal. Places like Sheri’s make more of an effort, she said, to make the experience a special event. “In Australia, people come in on their lunch break for 20 minutes then leave. We don’t get the chance to get to know them”, Emma said.	An Australian courtesan, Emma, said working in Nevada was superior to her home country, where prostitution is also legal. Places like Sheri’s make more of an effort, she said, to make the experience a special event. “In Australia, people come in on their lunch break for 20 minutes then leave. We don’t get the chance to get to know them”, Emma said.
Women at Sheri’s communicate with incoming customers for months, organizing in minute detail how the occasion will unfold. It’s staggering how theatrical the work can be. Some men write scripts for courtesans to memorize and act out – and even mail in costumes. Allissa dressed as Cat Woman for a party with a Clark Kent-Superman. Others have played Wonder Woman, Poison Ivy, or Princess Leia.	Women at Sheri’s communicate with incoming customers for months, organizing in minute detail how the occasion will unfold. It’s staggering how theatrical the work can be. Some men write scripts for courtesans to memorize and act out – and even mail in costumes. Allissa dressed as Cat Woman for a party with a Clark Kent-Superman. Others have played Wonder Woman, Poison Ivy, or Princess Leia.
This level of service attracts many a first-timer, I’m told. Once, a terrified 58-year-old virgin walked through their doors, an adventure he blogged about for Sheri’s website. He’s a regular now.	This level of service attracts many a first-timer, I’m told. Once, a terrified 58-year-old virgin walked through their doors, an adventure he blogged about for Sheri’s website. He’s a regular now.
Sheri’s courtesans are lucky too, they say, not to be struggling to save money to do something different with their futures, working in some dusty hovel off a lonely stretch of desert highway.	Sheri’s courtesans are lucky too, they say, not to be struggling to save money to do something different with their futures, working in some dusty hovel off a lonely stretch of desert highway.
Christina Parreira, ~~the~~ former sex worker working on a doctorate in sociology, visited one of those beleaguered sites with her husband. They spent a day at the brothel’s pool, and were shocked not be offered so much as a tour. They left saddened by the scene.	Christina Parreira, a former sex worker working on a doctorate in sociology, visited one of those beleaguered sites with her husband. They spent a day at the brothel’s pool, and were shocked not be offered so much as a tour. They left saddened by the scene.