Miracle on 38th Street - NYC Strip Club Sails to New Heights via Scent Branding

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As of May 1st, 2012, HeadQuarters Gentlemen’s Club in New York City installed new scent branding units as per a 2-year contract with ScentAir; ten days later, guests are staying longer and staff is happier.

Guys seem to hang out a little longer. I know I’m across from the Javits Center, but it smells like vacation in here. It’s a miracle on 38th Street.

As of May 1st, HeadQuarters Gentlemen's Club in New York City, at 552 West 38th Street, has embraced Scent Branding as pioneered by ScentAir based out of Charlotte, North Carolina by signing a 2-year contract. HeadQuarters has already installed two scent branding units in their primary space, and a third unit in the dining portion of the club - a fourth unit has yet to be placed.

“When we first encountered the sales rep from ScentAir, I thought it was too good to be true, all my fondest memories from growing up had scent triggers, so the concept of branding by fragrance was like a gift.” says Adam Weissman, Marketing Manager at HeadQuarters Gentlemen’s Club. Mr. Weissman continues: “When I pitched my boss, I let him know how companies like Mandalay Bay in Las Vegas, Westin Hotels & Resorts, Bloomingdales, Hugo Boss, Coors brewing company, City of Dreams in Macau, and more utilize ScentAir. But, the funny thing was, most of my boss’s best memories were also tied to scent, so in about a week we signed up for 2-years.”

HeadQuarters Gentlemen’s Club in New York City has installed a scenting unit in the lobby so that guests are greeted with a gentle gust of eucalyptus mint as security staff invites them inside. Front Door Representative, Nikki reveals “Guests seem like they’re trying to inhale the club.” As a guest continues up the hall, and inside the main body of the club or towards the bar, they are treated to a secondary breeze of eucalyptus mint. One of the bartenders, Alexis, shares “Guys seem to hang out a little longer. I know I’m across from the Javits Center, but it smells like vacation in here. It’s a miracle on 38th Street.”

In the restaurant portion of the club, the scenting unit releases ScentAir’s Amalfi Coast. “Last time I was in Italy was for a high school exchange program, but the Amalfi Coast scent makes me want to go back. The entertainers keep asking each other what perfume they’re wearing -- we should probably tell them about the scenters.” says ‘Sonic’ the General Manager.

ScentAir currently operates in 105 Countries with 40,000 scent deployments as announced per their online home. They've been featured on the NBC Today Show as recently as March 2012, in AdWeek and many more publications.

HeadQuarters Gentlemen’s Club was formed in 2005 by industry stars from the nightlife industry, it is a bi-level club that includes a bistro style restaurant with full dining options. HeadQuarters is home to many celebrity guests, in 2012 alone, HQ has had parties hosted by mainstream guests such Mob Wives Drita D’Avanzo & Renee Graziano as well as Basketball legend Dennis Rodman, and a variety of adult film stars.

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