Where do brothels fit in Carson City's real brand?

Barry Ginter
Appeal Editor
May 23, 2008, 4:01 AM

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The Appeal's reporters write thousands of stories every year and, as you can imagine, for various reasons they don't always make everyone involved happy.

That was what brought Dennis Hof to the Appeal on Thursday - he wanted to express his concerns about how a story he suggested to us about a new mobile sign he was offering for free use to organizers of local charitable events turned instead into a story about brothel advertising.

But while he was here, I took the opportunity to discuss several other subjects with the owner of the Moonlite Bunny Ranch and star of HBO's "Cathouse."

On what puts Carson City on the map, for example. It was on my mind because Thursday's Appeal carried a story on what "brand" Carson City should pursue to attract visitors. A consultant said the combination of restaurants, golf courses and V&T Railway is what the city should use. I think his idea has potential, but it's probably a long ways away.

If only there were something nearby that would have instant recognition with millions of people ... .

Of course, I'm not-so-subtly referring to none other than Hof and his brothel, the subject of a program seen by millions of viewers. And yes, I'm being facetious and in no way suggesting the city should build its brand on brothels (but you're still welcome to pray for the salvation of my eternal soul for even joking about it).

If you want to talk about the brand we have as opposed to the brand consultants say the community needs, however, it's hard to avoid discussing the Bunny Ranch and other brothels.

Hof of course has a bias in suggesting that's exactly what Carson City already has as a claim to fame. Even though brothels are illegal in Carson City, he said that's what comes to the minds of many people when the capital city is mentioned. Yes, the Bunny Ranch is in Mound House, but in the eyes of the majority of the public it's in Carson City, he says (in fact, that's its mailing address).

I couldn't tell you how deep the brothel brand is burned into Carson City's hide. Many people I've talked to in other parts of the country have heard of Hof and the HBO show, but few of them connect the brothel with Carson City. HBO identifies its show as taking place at a brothel "outside Reno" and some stories in the national media identify it as being in Reno.

Not even Hof would suggest Carson City should actively market the brothel as an attraction, but he says it's something the city should not hide from.

"It's not the dirty little secret of Carson City," he said.

The brothels bring in a lot of money to Nevada, Hof said. He estimated local brothels bring more than 50,000 customers each year. Many come a long way and spend a lot of money at the brothels and at other businesses in the region. In fact, Hof said he knows that some of his wealthy customers have actually purchased houses at Tahoe so they have a place close to the Bunny Ranch.

"Isn't it amazing that Northern Nevada is known for Tahoe, 'Reno 911' and 'Cathouse,'" he said.

On other subjects, Hof was equally forthcoming.

Are brothels taking a hit from the economic downturn like most other businesses? Yes, he said, they're "feeling it a little bit," adding quickly that their industry (along with gaming) is more immune than most other businesses to recession.

And what about Dick's Roadhouse, the restaurant he owns in Mound House that has struggled to find an identity that will attract a consistent crowd. It will remain a lunch place for the foreseeable future, but he's exploring whether to turn it into a slot casino, or maybe even a club for the Latino community.

Cathouse continues to attract high ratings on HBO and Hof continues to rack up appearances in the national media. And that includes print ... he's been in Watch Time magazine (his watch collection is valued in the "seven figures"), and he'll be on the cover of Smoke magazine in July (a distinction previously held by the likes of Pierce Brosnan, Ell McPherson and Mel Gibson).

No matter what opinion you may hold about Hof, it's hard to ignore his skill at promotion. A recent example was an attempt to capitalize on the scandal that led to the resignation of New York Governor Eliot Spitzer. Hof made an offer to Ashley Dupre, one of the call girls hired by Spitzer, of a quarter-million-dollar salary to work at the ranch. He also offered Spitzer a free lifetime pass, a move that spread Hof's name across the celebrity-starved national media.

It's doubtful whether Dupre or Spitzer will respond to the offers, but that doesn't matter ... it's good publicity either way.

And, Hof is quick to suggest, if Spitzer had been visiting the Bunny Ranch in the first place rather than partaking in illegal prostitution, he might not have gotten in trouble in the first place.



• Barry Ginter is editor of the Appeal. You can reach him at 881-1221, or via e-mail at bginter@nevadaappeal.com