One can view this as an austere attempt to turn the most ill-reputed and oldest profession called prostitution into a classy affair of sorts. A legal brothel has been built near Reno, Nevada, and it has been recreated to offer modern-day luxuries such as a cabaret with live entertainment, a fully equipped spa, and 10 deluxe suites. The idea was conceived by life-partners and business partners Lance Gilman and Susan Austin, who are working to turn the Mustang Ranch Brothel into Ritz-Carlton of brothels. The name has been coined from Nevada’s first licensed brothel and built on the same site where the historic whorehouse existed before. Unlike other legal brothels in the world, the brothel seeks to earn 40 percent of its revenue from goods and services unrelated to private time with the ladies.
Customers can stay the night at the resort, unlike other brothels, and it costs them nothing to stay at the resort. Guests only have to pay at least one of the women to accompany them around the Ranch at all times, even if the guest brings another guest along. About 50 sex workers at the resort have training in both nursing and psychology, attempting to transform their image as caregivers rather than ill-reputed prostitutes.