(NOTE: This story appears in the July 2025 issue of ED Magazine.)
For years, the formula for marketing adult nightclubs has been simple: “boobs and beer.” And for years, it worked. But the industry is changing—and so is its audience.
Today’s clubgoers are more diverse, progressive, and discerning than ever before. While longtime patrons—from CEOs to blue-collar workers—still walk through the doors, a fresh demographic is emerging, bringing new expectations and preferences. Add to this the financial challenges facing nightlife venues and the breakneck pace of cultural change, and many club owners are left wondering: What now?
At this year’s Expo, don’t miss the must-attend seminar: Reinvention = Salvation? — A deep dive into how clubs can pivot, adapt and thrive in today’s evolving landscape. Our panel of seasoned operators will share firsthand strategies and real-world success stories that helped them turn challenges into opportunities. Featured speakers include:
Don Kleinhans, owner/operator of Tampa’s iconic 2001 Odyssey and the newly revamped Mons Venus
Jeremy Sweigert, the creative mind behind Louisiana’s Michael’s Men’s Club
Shawn Barnes, General Manager at Scarlett’s Cabaret in Hollywood, FL
Kleinhans will discuss how his team breathed new life into the legendary Mons Venus, transforming it with modern sound and lighting systems, a new DJ booth, digital displays, and a completely redesigned interior.
“Reinvention is about meeting today’s expectations,” Kleinhans says. “We wanted to bring the Mons back to what people loved—but with a fresh, high-tech twist.” Sweigert shares how a bold idea at Michael’s Men’s Club sparked a transformation: monthly live comedy nights.
By reimagining underused spaces, Michael’s has continually introduced new experiences to keep customers coming back. — Jeremy Sweigert
“We knew we had to think outside the box,” he explains. With the help of a local comedy troupe and a little creativity, Michael’s began drawing in a broader, more inclusive audience—couples, women, and first-timers who might have otherwise stayed away. The impact was immediate: increased foot traffic, stronger reviews and packed weekends. Comedy shows even livestream to the VIP rooms, giving everyone a taste of the fun.
Barnes, fresh off his venue’s major win as ‘2024 Overall Club of the Year’ at last year’s ED Awards, will discuss the much-talked-about ‘hybrid’ model gaining traction in the adult nightclub industry—how the Scarlett’s brand perfected it in the South Florida market and why it may thrive in some cities but fall short in others.
“Keeping your club fresh and exciting has to be key to any successful club owner,” says Sweigert, who has overseen five remodels during his club’s 24-year run.
“By reimagining underused spaces, Michael’s has continually introduced new experiences to keep customers coming back.”
With shifting social norms, tighter wallets and rising competition from online entertainment, clubs that want to survive — and thrive — must evolve. This seminar will explore how hybrid models, creative programming and bold reinvention are not just ideas, but necessities.
Join us Monday, August 25, 11:00-11:45 AM (directly following breakfast) at Expo 2025 and discover how reinvention could be your club’s salvation.
