How a two-year renovation and a clear understanding of the customer base repaired the reputation of a formerly renounced Tampa Bay strip club site.
(NOTE: This story appears in the July 2024 issue of ED Magazine.)
Anyone in the adult club industry in the Tampa Bay area has heard about the reputation of the jinxed building on Ulmerton Road in Clearwater. Over the last 15 years, the club has changed its name more often than Diddy, but like the rapper, rebranding didn’t allow the known spot to escape its past.
Until now, that is.
While most buyers would avoid a property credited with a long list of failed businesses, one man saw its potential and managed to turn this infamous dud into a successful high-end adult club. This leads other club owners to wonder: How’d he do it?
Paul, who purchased the club three years ago, has revealed how he turned his vision into a reality and why his club, Reign Ladies & Gentlemen’s Nightclub, is succeeding when others in the same location failed.
Recognizing location potential
Despite its reputation, the building on Ulmerton Road is in a fantastic area, and Paul noticed the potential. “It’s located on an enormously busy road with 21 hotels and seven Fortune 500 companies nearby,” he says. “The traffic on Ulmerton Road is enormous, and with the completion of the new overpass, we expect even more.”
With a location full of potential customers, Paul knew his biggest challenge would be to make the necessary changes to draw them in. After purchasing the building, he commenced a two-year renovation that transformed the club from head to toe.
“We knew we had to go in and redo the entire club to kill the bad reputation.”
– Owner, Reign
“We knew we had to go in and redo the entire club to kill the bad reputation,” he says. “We renovated every aspect of the club except the four exterior walls and roof. Every other inch of the club was touched. We added a second floor for dance rooms and a SkyBox. We also installed state-of-the-art sound systems, televisions, cameras, alarms and everything in between.”
Knowing your customers
When it came to changing the club’s reputation, Paul knew Reign had to appeal to a certain kind of customer. With his second business, OZ Gentlemen’s Club, just a few miles up the road, Paul had the advantage of already knowing the local customer base for several decades. Using this knowledge, he made sure to add some hospitality extras to appeal to a demographic he describes as “high-end white collar.”
“Reign provides a full sensory experience with the very best atmosphere and staff,” Paul shares. “One of the bottles we have at our VIP bar in our luxe line is a Magnum of Louis 13. We are one of two locations in the state with this bottle. We have an extensive craft drink menu and champagne selection. We’re probably the only Tampa Bay club that sells magnum Methuselah and Balthazar champagne bottles.”
Adding to the ambiance, Reign features lighted granite throughout the club, three full-liquor bars, 55 televisions, over 30 private dance rooms, a Sky Box on the second floor with a PlayStation 5 that overlooks the venue and several Luxury VIP Suites.
“While the stage is huge, the bar is the centerpiece. We want our guests to stay longer and we’ve noticed this to be the case with a large bar.”
– Owner, Reign
While many of their customers are successful men over the age of 30, Reign also appeals to women and couples and anticipates a crowd that’s an average of 20 percent female on any given night. That number nearly doubles when they host Couples Night on Saturdays.
“We are not your granddad’s club,” Paul explains. “We pride ourselves on the number of lady guests we have, and we make sure they all feel safe and secure while having a great time.”
Designing a club that keeps customers there
Unlike many adult nightclubs, Reign’s layout has the bar as the focal point rather than the stage. According to Paul, this was a strategic move during the design process.
“Our aim was to have guests come in for the entire club, not just a stage with dancers,” he shares. “While the stage is huge, the bar is the centerpiece. We want our guests to stay longer and we’ve noticed this to be the case with a large bar.”
Another standout design feature Reign opted for is tile floors rather than carpeting in various areas, including around the stage. Despite being more expensive, decades in the industry have turned Paul against carpets for a variety of reasons.
“Our floors are quarry tiles, which are made to handle weight and heavier loads, so no cracking. Buy once, cry once,” Paul says in regards to the cost. “With carpets, the need for constant steam cleaning reduces its longevity, in my opinion, to under two years.”
Why the other clubs failed
Looking back at the clubs that failed at Reign’s location on Ulmerton Road, it’s hard to pinpoint what went wrong. However, Paul has a few theories on why so many clubs have come and gone over the years.
“The club needed a reno, but they only painted and changed the carpet,” Paul explains. “It was lipstick on a pig, and the place got a reputation as a failed club. It devoured itself and no one would put any money into it.”
“The club needed a reno, but they only painted and changed the carpet. It was lipstick on a pig.”
– Owner, Reign
Whatever jinx had a hold on the building in the past seems to have lifted, as Reign has seen a massive revenue increase since wrapping up renovations.
“We had to purchase the building behind us just so we could offer an additional 50 parking spaces to our customers.”
Standing out from other clubs
Reign’s high-end design and entertainment elements aren’t the only facets that help them separate themselves from the competition. With Paul’s other adult club, OZ, just a few minutes drive away, he offers an hourly shuttle between the two locations.
“In a perfect world, I would prefer if OZ and Reign weren’t so close to each other, but we have used this to our advantage. We shuttle guests between the clubs and offer free entry at the other.”
Reign also sets itself apart by welcoming dancers from other clubs with open arms.
“We never understood why other clubs don’t let girls rotate and work elsewhere,” Paul expresses. At Reign, many of their dancers only work there for a week or two at a time before moving on to another venue. “This keeps our mix of dancers fresh.”
In addition to encouraging Reign’s dancers to have rotating schedules, he also doesn’t discourage his competitor’s staff from spending time in his club.
“We welcome other club employees, owners and dancers to come in for a drink,” Paul says. “Not because we need them to work for us, but because sometimes you just want to let your hair down somewhere you aren’t employed. Your first drink is on me!”
For more information, visit www.makeitreign.com.
