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xmag.com
: May
2002:A Night at Stinky's
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Upon
entering Stinky's Gentlemen's Club near Jantzen Beach,
three things occurred to me in rapid numerical succession:
1)
There are naked women here;
2)
These naked women are the most unattractive naked
women I've ever seen in my life;
3)
These women are so hideous, I'd actually give them money
to get dressed again.
These
three elements...plus the seductive topper--cans of PBR
for only twenty-five cents--have paradoxically
proven to be a magical business potion for the tiny ramshackle
club.
Stinky's
Gentlemen's Club, which had teetered on the brink of bankruptcy
for almost two dozen years, has turned a profit for the
past three business years. Last year, it was among Portland's
five most profitable strip clubs. This year, the Portland
Sex Academy gave Stinky's a Velvet Clit award for "Industry
Comeback Story of the Year." Stinky's secret? A deceptively
simple marketing strategy encapsulated in an advertising
slogan that has burrowed itself within Portland's collective
unconscious as if it were a boll weevil nestled fluffily
within cotton:
UGLY
WOMEN, CHEAP BEER: C'MON, GET STINKY!
The
slogan first appeared in a crude ad campaign which blitzkrieged
late-night Portland TV stations for eight straight months
in 1999. "If you were a night owl who watched TV back
then, you couldn't get away from Stinky's," says Jerry
LaBuck, a professional cable-TV repairman, amateur media
analyst, and regular Stinky's patron. LaBuck, a tall,
amiable, somewhat mooselike Lake Oswego resident, chats
with me at Stinky's as we slug down frosty bottles of
O'Doul's and watch the crowd loudly urge "Melba," a seventy-three-year-old
erotic dancer, to put on her clothes. "Soon after those
ads started appearing," LaBuck continues, everywhere you
went, it was Stinky's, Stinky's Stinky's. 'C'mon, get
Stinky!' Everybody was saying it. And the cheap beer didn't
hurt, either. The ads made it sound like fun. I started
coming here a couple of years ago, and now I actually
like it better than the places with the good-looking
chicks. And I don't mind throwing a five-spot at some
old buzzard to put on her clothes. Some of these broads
are nasty, and I just naturally get caught up in
the fun of the moment."
Stinky's,
nestled amid junkyards and toxic grasslands in a North
Portland industrial no-man's land, is one of Portland's
oldest strip clubs. It was built in 1947 by Tex "Stinky"
Reeves,
a one-armed boxer and Impressionist painter who is still
listed in The Encyclopedia of Sexual Records
as having
The World's Most Sharply Curved Penis, bending a full
23º from stem to stern. Ironically,
for the first few decades, Stinky's was renowned for
having the most beautiful topless dancers on
the West Coast. Stinky's became the haunt of high-rolling
mobsters and thrill-seeking high-society members seeking
classy adult entertainment.
When
Tex "Stinky" Reeves was mangled to death by a construction
crane in 1974, his son Biff "Smelly" Reeves, a yoga
instructor and heroin addict, inherited the business.
Through a series of what he called "costly business
decisions," i.e., the repeated decision to buy heroin
with money which should have been spent on payroll,
supplies, and taxes, Biff nearly drove Stinky's into
the ground. Because of his widespread reputation as
a "smackhog," the sort of women who gravitated to Stinky's
were, to be kind, Ladies of the Lower Orders. Only the
most desperate, over-the-hill, unemployable sort of
erotic dancers dared apply at Stinky's. Because of this,
Stinky's revenues declined for years. The high rollers
went elsewhere, replaced by a brooding, shiftless clientele
mainly composed of junkyard workers, incontinent old
men, and homosexual serial-killing teams.
Things
looked grim for the club until one morning late in 1998
when Biff "Smelly" Reeves, walking through some grasslands
near Stinky's, was pecked to death by a flock of hostile
pelicans. But what may have been a personal tragedy
for the Reeves family turned into a business boon for
the club.
When
Biff's son, Rick "Stank-Ass" Reeves, acquired Stinky's,
no one had much hope for the club's future. With fourteen
felony convictions for drug
possession by the time he turned twenty-one, Stank-Ass
seemed cut from the same cloth as his father Smelly.
But
as the legend has it, while Stank-Ass sat alone in Stinky's
late one night after closing time, "zonked out of my
gourd from smoking Mexican tar all night," a vision
of his grandfather Stinky Reeves appeared to him. "He
just walked right up to me at my barstool," Stank-Ass
told a reporter for The Portland Tribune, "kind
of like with ghosts in the movies, where you can sorta
half-see through them, and he put his hand on my shoulder.
He said to me,
'My boy, you've got some really ugly women here.
Make it work for you.' And then he was gone. And then
I started writing my business plan: get the ugliest
chicks you can find; sell beer at cost; fill the bar
with yahoos who get so drunk on cheap beer, they think
it's some kind of conceptual hipster fun to throw
tens and twenties at ugly women to get dressed; and
then charge the dancers FIFTY PERCENT of their tips
off the top in order to compensate for the loss I take
on beer and overhead. So far, it's been a fucking goldmine.
I haven't even had to kick heroin, and I'm still
making a profit!"
Yeah,
Stank-Ass, but you're also providing a service. As
I leave Stinky's, I realize I've spent only three dollars
on beer and am plastered beyond the ability to speak.
I've also spent about twenty dollars on the "unstrippers,"
but I had a good time doing it. As I drive home swerving
between lanes, I realize that for at least another day,
I don't want to kill anyone.
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