The bunny hops on: An examination of the creation of playboy clubs and their re-found fame

In a realm of enterprise where life spans are usually measured in a handful of years, if not months, the Playboy Clubs managed to endure for more than a quarter-century in America, from the early 1960s to the mid-80s. The clubs’ central attractions were the famous Playboy Bunnies, glorified waitresses in skimpy, corset-like costumes serving patrons of Playboy Clubs throughout the world. The clubs were as carefully planned, routinized, and rigidly controlled. The clubs were key clubs, meaning potential pleasure seekers’ had to buy memberships, proof of which was an individually numbered key that served as both admittance and a club credit card. Hefner notes in an interview with Bruce Brandy (2011) regarding the creation of the clubs, “My concern with the clubs was, since we were dealing with dreams and fantasies, how could you re-create that in a club atmosphere? And whatever we did, would the keyholders be disappointed? What we discovered was exactly the opposite. Because it was Playboy, they brought the fantasy with them. Debord(1973) refers to this in his discussion of the spectacle, a particular visual reproduction. It is not simply maintaining the image, which is important, but also creating a relationship between people that is mediated by images. The playboy clubs sought to do establish this relationship built upon an already existing fantasy. Playboy clubs were established to offer a moment outside of the everyday reality. They strategically designed and staffed the clubs to perpetuate the fantasy and rigorously trained their Bunnies to fulfill it. My paper will examine the Playboy club experience. For instance, men enter the club to experience a second life per se, with women serving and adoring them. Their membership status of Keyholder puts them in a particular subculture, and the bunnies simply help to maintain the fantasy.