Brothels in a bind

Many well-known brothels around Germany have reported falling customer numbers and sinking revenues in 2009. In response, they have come up with various marketing solutions, taking advantage of Germany's liberal laws, which recognize prostitution as a legal and valid profession.

The Pascha, located in Cologne and often referred to as Europe's biggest brothel, has also felt the need to attract more clients. Despite its huge size, 24-hour operations, luxurious facilities and relative fame, it is not immune to the effects of the financial crisis.

"We've noticed that some of our regular clients visit us less often than they used to," said Armin Lobscheid, the Pascha's manager. "I've also heard from our women that some regular clients have complained about their financial situation and said they can't spend as much money per visit as before."

Just like any other business in a difficult situation, the Pascha has come up with new tactics to boost its clientele. For example, it gives men over the age of 66 free entry to all parts of the building, which, apart from the brothel section, houses a nightclub, a leisure area and a hotel. Another tactic is increased targeted advertising, for which the Pascha uses a variety of media, including newspapers, movie theaters, posters, flyers and taxis in German cities.

The flat-rate controversy

Some German brothels have resorted to offering their customers flat rates – all the sex you want with all the women you want for a one-off payment. This strategy has created controversy around the country, with criticism from politicians and human rights advocates. Lobscheid sees this method as a poor solution to financial problems.

"I find these flat rates legally questionable," said Lobscheid. "I would have to more or less force a woman to perform her services, and I don't know how she would then charge the client. This doesn't fit into our system at all."

Sex workers affected too

Successful marketing strategies are not only important to the brothels themselves, but also to the prostitutes who work there. According to Andrea Hitzke, deputy manager of the Mitternachtsmission counseling center for prostitutes in the city of Dortmund, the financial crisis has had noticeable impact on sex workers.

"Many women think prostitution is the solution to their financial problems," said Hitzke. "But because of this financial crisis, the customers in brothels don't give so much money."

Unfortunately, while the financial crisis makes prostitution less profitable, it is also the reason why some prostitutes cannot abandon their profession.

"In these times, it's very hard to get other jobs, so some of the women cannot get out of prostitution because there is no alternative," said Hitzke.

Despite the current economic situation, Armin Lobscheid feels that the Pascha brothel will "get through this crisis without many problems."

"I think that the women here who depend on regular clients have adjusted well to the situation, and they know that the clients will spend more money again when their financial situations improve."

Author: Eva Wutke

Editor: Carl Holm