Page 28 - AVN Intimate Fall 2018

BRAND LOYALTY
Spanky’s marks five decades of retail success
≥ BY KIM AIRS
there’s almost an oversaturation of products. It’s hard to come up with something
that hasn’t already been done or created. Given that, we’ve opened ourselves up
to a wider range of customers. Now we even sell pomade and hair products from
a nationally recognized, local brand. We couldn’t stay locked into our traditional
business model and we wouldn’t be here today if we hadn’t adapted to market
changes.
“To keep things exciting, we’ve also hosted many adult film celebrities
throughout the years and that brings in a lot of customers. We are also presenting
sex ed classes in our new workshop space and those have been quite popular,” he
added.
While video and DVD has been a robust part of the business for many stores
in the past, it still accounts for a portion of Spanky’s annual sales, which also
includes DVD rentals. DVD currently accounts for 13 percent of the total receipts,
and Spanky’s keeps up its inventory in order to not alienate the customer base
Brand Identity Spanky’s has created its own promotional merch for men and women.that still likes to handle and collect physical media. Lingerie accounts for 7
percent of total sales, leaving the majority of the sales from all other categories,
which includes everything from basic PVC dildos, lubes and BDSM equipment to
consisted entirely of “dirty bookstores” with dark
Let’s go back fifty years to 1968. The retail adult industry
high-tech, app-controlled toys of every shape and size.
windows, garish signage, poor quality merchandise,
So how does an adult store remain successful for five decades of pleasure? Scot
countless adult magazines, 8mm film loops, and peep
smiled when he responded with the basics of running the popular retail store:
shows in arcades, all of which were accessed via a dual door
“Hard work, pride, a unique branding, a wiliness to change, investing in and
entry to hide the identities of the (mostly) men who patronized
supporting our staff, following industry trends, and listening to and engaging
the stores. While these kinds of stores still exist today, the
with our customers. We also chose to pay our staff well above industry standards.
majority of them have disappeared over the course of five
I believe it creates good will and a support network.”
decades.
But how many of these stores can trace their roots back half a
century and be celebrating their golden anniversaries this year?
One would be Spanky’s Adult Emporium, a wonderful little
store eight miles from Disneyland, in Santa Ana, in Southern
California.
At the same location since its inception in 1968, Spanky’s
occupies a 1,250-square-foot retail store space, complete with a
head-turning antique black-and-white police car parked by the
building on the main drag. And Spanky’s has always been open
“To keep things exciting, we’ve also hosted many adult film celebrities throughout the years and that brings in a lot of customers. We are also presenting sex ed classes in our new workshop space and those have been quite popular.”
24/7 for all of those 50 years.
—Scot, Spanky’s manager
The store’s founder, James Haskins, began his first foray into
Branding is also a key factor in making Spanky’s stand out from other retailers.
the adult industry when he realized the poor quality of the adult
Developing the Spanky’s character started out as a fun, comfortable way of
loops shown in adult theaters in the Hollywood area. To create
ribbing male masturbation. He’s a ’50s-themed guy, wearing khaki and white
a better product, James hired models and was determined to
polo shirt, who smiles while he spanks a monkey on his lap, chokes a chicken in
shoot his own footage, to make these loops available in the video
his hands, and polishes a rocket with a rag. He’s turned into an entire apparel
arcade located at the back of his then newly opened bookstore,
line, available only at Spanky’s. In fact, his image adorns the back wall of the
Spanky’s Adult Emporium.
parking lot, complete with spotlights on each portrait of fun. There’s even a
Success followed for decades later. After Haskins’ passing in
bobble head, so customers can be reminded of Spanky’s fun even in their office.
1992, Spanky’s was remodeled for a more upscale presentation.
In 2014, Spanky’s introduced his female counterpart, “Petting the Pussy,” who
The arcade was removed and the floor layout changed to better
does exactly that with a kitty on her lap. She’s also seen polishing the pearl, yet
appeal to the changing clientele.
another reference to the pleasures of masturbation.
According to Scot—the manager of Spanky’s, with 16 years
Of course, changing with the times also includes the world of social media.
experience at the helm—“Over the last few years, we’ve
Spanky’s remains active on Facebook, Twitter, Instagram, Snapchat with the
expanded our selection of inventory to include lingerie, hosiery,
handle @spankysonline and has the website SpankysOnline.com.
costumes, lubes, massage lotions and candles, supplements,
Scot’s goals for Spanky’s in the next 50 years includes opening up a few more
BDSM products, bachelorette novelties, vibes, and male
stores, centered locally around the flagship store in Santa Ana. He added, “I
enhancement products.”
would also like to see our stores to become a sex education hub, by hosting more
Scot shared a bit of how Spanky’s has remained the stalwart of
in-store seminars and creating a YouTube channel specially focused on education
adult retail in Orange County for the past 50 years.
and product reviews.”
“When I first started in 2002, video encompassed the majority
To celebrate 50 years of success in the same location, Spanky’s hosted an in-
of our business (estimated over 80 percent), and novelties simply
store celebration event on September 22 with discounts the entire day, a live DJ,
supplemented those sales. Now the trend has reversed itself and
food, games, $1,000 in product raffles, and an opportunity to take a picture and
therefore, we’ve become increasingly ever more sex positive and
sign the anniversary banner. As Scot boasted, “After all, we couldn’t celebrate
empowered.”
this historic event if it wasn’t for the support of our local community.”
Scot continued, “In fact, the current novelty business reminds
So here’s to a golden anniversary and another half century of success for
of me of the golden years of the porn business because now
Spanky’s Adult Emporium!
28 | INTIMATE | FALL 2018