A chance encounter with Slim Baucom at ED EXPO changed the course of Joey Bien’s career and paved the way for his success.
(NOTE: This story appears in the March 2025 issue of ED Magazine)
Treasure Club chain owner Joey Bien was in the picture frame business in California years ago. Due to heavy regulations and a lack of passion for the framing business, he jumped at the chance to partner with a friend in Florida on a dental practice, selling his framing business and moving to the Sunshine State. He and his partner subsequently expanded into multiple dental practices.
Bien, who traveled extensively, had always been interested in gentlemen’s clubs. One day, while visiting a club, he thought, “This looks like an interesting business.” Not long after that, he attended his first ED EXPO to learn more about the industry. There, he met Slim Baucom, the owner of the MAL club chain in the Carolinas and a founding ACE National board member, who eventually mentored him.
Bien’s industry education came to fruition 18 years ago when he bought his first Treasure Club in Asheville, North Carolina. ED Legal Correspondent Larry Kaplan spoke with Joey Bien, who now owns four Treasure Club locations in the Carolinas and is the incoming president of the ACE National Trade Association, about the challenges of operating a chain of clubs and what he hopes to accomplish as the leader of ACE National.
ED: Tell me about your first club.
BIEN: I bought my first club in Asheville, North Carolina. It needed extensive renovations, but soon after reopening, it took off and was successful for 17 years — until a hurricane destroyed it last year. I bought Greensboro two years after Asheville, then Myrtle Beach and later took over Hickory. Except for the Asheville location, none of the venues were performing well when I bought them. Myrtle Beach was actually closed when I purchased it. After our rebuild in Asheville is complete, we’re planning remodels across all locations to create a more unified look.
ED: What are the common denominators in your four Treasure Clubs, and what makes each market unique?
BIEN: Every club has a unique clientele, so we adapt accordingly. Our Asheville and Hickory locations, despite being close to one another, attract different crowds. Myrtle Beach appeals to golfers but also has a strong local presence. While maintaining corporate standards across all four clubs, we adjust to fit each market’s needs. I’m not saying anything that so many club owners don’t already know and do. There are a lot of smart people out there in our industry.
ED: Aside from the given basics, such as customer service, beautiful entertainers and an inviting atmosphere, what’s the common denominator of all of your clubs?
BIEN: Employee retention. Long-term staff understand our culture, how to treat guests and how to take responsibility. That consistency strengthens our operations.
As employees, they get benefits like health insurance and tuition reimbursement. It’s more expensive, but it allows us to train them, ensuring they meet our expectations.
— Joey Bien
ED: Unlike most clubs, are your entertainers all employees by choice?
BIEN: They are, for the most part. If we have an entertainer who only travels in for three to four days every six months, she’s long gone by the time she gets into our system. So that won’t work. But 90% of our entertainers, systemwide, are employees. We transitioned because we wanted consistency and a strong corporate culture. When entertainers are independent contractors, they come and go as they please, which makes it harder to maintain standards. As employees, they get benefits like health insurance and tuition reimbursement. It’s more expensive, but it allows us to train them, ensuring they meet our expectations.
ED: Besides the ability to train your entertainers, can you expand on how else employment status has benefited operations?
BIEN: Scheduling is a huge advantage. We know we’ll have entertainers on staff when we open. We can also track performance and provide training when needed.
ED: What challenges have employee entertainers created for you?
BIEN: Some entertainers struggle with taxes and financial responsibility. It’s an adjustment, but we help them understand the benefits. Not everyone is a good fit, but we hold people accountable, which benefits the business long-term.
ED: Any advice for clubs considering the switch?
BIEN: There are two schools of thought. The laws change every 14 seconds in every state. So, I advise anybody looking into switching to check on how their state views the situation, get a good attorney, be smart and make the decision that best suits their business needs.
ED: Did you have any dancer employment lawsuits before you switched that was part of your motivation?
BIEN: No, we never did. We’ve always treated our people fairly. But making this change reinforced expectations and improved consistency, even when it meant letting go of high-earning but problematic individuals.
ED: What’s the best part of your job, and what’s most challenging?
BIEN: Seeing former entertainers succeed in new careers is rewarding. Many return years later with advanced degrees or exciting careers, which is fulfilling. The biggest challenge is that no two days are the same — there’s always something unexpected. You just shake your head and figure it out.
I believe insurance is the silent killer of our industry.
— Joey Bien
ED: You’ve been coming to the ED EXPO for 20-plus years. What subjects are you most interested in seeing addressed during this year’s seminars?
BIEN: The EXPO always does a nice job with the legal panels and the like. As new industry challenges arise, it’s essential to focus on them. What’s interesting now, and what might need to be addressed, is that even if your club’s revenue is up from the previous year, your business costs are rising dramatically. I believe insurance is the silent killer of our industry. And I know we have some friendly insurance brokers who try their best, but we must address this because the insurance companies just run roughshod over us. In one of the states I operate in, they make it particularly challenging. South Carolina has a Tyger River Dram Shop Act where, if you serve alcohol to someone and they get into an accident, they can sue you, and the insurance companies always buckle. That makes the rates so incredibly ridiculous, which is why so many bars in the state have gone out of business, not just gentlemen’s clubs. Every year, we go to the EXPO and hear that insurance rates are increasing a little more because of this or that.
ED: Do you think ACE National should explore self-insurance?
BIEN: Yes, self-insurance is something we should look into. I know some good people are working on it. I’d love for us to address it, put our heads together and try to figure it out.
ED: As the new ACE National president, what are your goals for your tenure and what do you hope to accomplish?
BIEN: I want to build on the great work of past presidents like Don Waitt, who wasn’t there long before tragically passing away but did many good things. Also, Jason Mohney, Michael Ocello and board members like Jim St. John. The board is full of bright, experienced leaders and I aim to harness that collective expertise to tackle industry challenges. Rather than being reactionary, we need to be proactive and work together to stay ahead of the issues. In addition to the board, a million other people are behind us in this industry. With so many creative minds, somebody will have a spark to help us solve many of these problems. And if we all do it together, it’s so much better. We’re all working towards the same goal. The enemy’s out there. We can’t waste time. We’ve got to solve our problems.
Larry Kaplan has been the legal correspondent for ED Magazine for 24 years. Mr. Kaplan is a broker in the sales and purchase of adult nightclubs and adult retail stores and the Executive Director of the ACE of Michigan adult nightclub state trade association. Contact Larry Kaplan at 313-815-3311 or larry@kaplanclubsales.com.
