A number of large adult clubs – including the Score, Merlin Entertainment, and Déjà Vu – will begin opening retail kiosks called Gentlemen's Choice in their clubs to sell many of the products featured on Outernet Digital Billboard Network billboards, in a deal between the clubs, ODBN, and New Beginnings distributors.
"We realized that our partner revenues were practically giving business away to adult novelty shops, often located right down the street," said ODBN chief executive Steve Fecske, explaining why he went after such a deal. "It was a missed opportunity worth approximately $80 million each year."
Déjà Vu, the Score, and Merlin had planned to open their own retail stores, Fecske added, but not all their owners have time, money, or expertise to do so. The Gentlemen's Choice kiosks will be elegant glass displays, about six feet high and two feet wide, showing an assortment of top-selling products for men, including adult films and novelty items. ODBN said the kiosks can go in lobbies and lounges, with fiber optic lighting to draw attention and about $5,000 in merchandise on display.
New Beginnings will replenish items monthly, with appropriate adjustments based on actual sales and market trends.
ODBN advertising director Todd Ritter said the clubs' digital billboards would enhance kiosk sales, calling the digitals a big branding tool for adult. "In addition to reaching a highly qualified and receptive audience," he said, "our billboard advertisements will also result in immediate sales through the Gentlemen's Choice kiosks."
ODBN now networks its digital billboards to adult clubs in Los Angeles, Las Vegas, New York, San Diego, and San Francisco. For New Beginnings, the kiosks mean a chance to increase exposure for products and movies they've been distributing for over twenty years, according to company president Lee Negri.
"The Gentlemen's Choice kiosks are very exciting for us, because we have been looking for ways to expand our distribution networks to include gentlemen's clubs for some time now," Negri said. "The kiosks will increase our sales while providing a new revenue stream for the clubs. It's a win-win situation."
