WEST HOLLYWOOD, Calif.—The debut of the newly overhauled Hustler.com was the cause for celebration Thursday evening at the flagship location of Hustler Hollywood on the famed Sunset Strip, where a plethora of adult stars and other industry personalities gathered to drink, mingle and pose for photos while checking out the revamped site.
The party was sponsored by another new Hustler product, Hustler Vodka, which will receive its own launch party sometime in the near future. Guests of the event enjoyed free cocktails made with the liquor, which is currently served at Hustler Clubs and the Hustler Casino in Gardena.
Hustler founder Larry Flynt himself attended the event, granting photos with admirers and posing in his famous gold-plated wheelchair with as many of the triple-X starlets on hand as could be gathered to flank him.
Flynt told AVN he was pleased with the turnout, though he confessed in classic Larry Flynt style, "I don't look forward to these events; I come because I think I should." He added that he was very happy with the Hustler.com redesign and thought the site was "much improved."
Among the improvements to Hustler's online hub, according to senior manager of business development Holly Ruprecht, are souped-up porn star profiles and an advanced content management system provided by Elevated X, in addition to an overall more modern look and easier navigation, as designed by Zuzana Designs.
"We will also be adding new ad tools for our partners," Ruprecht noted. "The new site with the more modern design and better features has proven in pre-testing to have better conversions."
The event served as a festive homecoming of sorts to the original location of Hustler Hollywood, opened in 1998 and slated to remain open for the indefinite future; the building was purchased in 2015 by a New York equity firm that plans to bulldoze it and build a new private club on the property in partnership with actress Gwyneth Paltrow. Until the new owners are ready to break ground—which was originally scheduled to happen as long as a year and a half ago, says corporate buyer for Hustler retail stores David Ballow—the location will continue to do business as usual. The future of the iconic Hustler globe atop the store that has become a Sunset Strip landmark remains unclear, but the cement blocks comprising the Hustler Walk of Fame were relocated last year to the Hollywood Blvd. location upon its opening.
Guests at Thursday night's affair included Keisha Grey, AVN Best Male Newcomer Ricky Johnson, Riley Nixon, Natalia Starr, Kira Noir, Penelope Reed, Zoey Monroe, Angel del Rey, Alison Rey, Chad White, Sadie Pop, Ember Snow, Angel Smalls, Aubrey Kate, Whitney Wright, Mark White, Jay Smooth, Alex Chance, Dee Severe, Jimmy Broadway, Donnie Rock, Brad Knight, Tee Reel, Nora Nova, Amber Ivy, Saya Song, Jennifer Jacobs, Sheena Ryder, Jenna Foxx, Liza Rowe, Mercedes Carrera, Filthy Rich, T. Stone, Kay Brandt and Tarantino XXX.
Sherri L. Shaulis contributed to this story.
Above, Larry Flynt with adult performers and models, including Norah Nova, Ember Snow, Mercedes Carrera, Amber Ivy, Riley Nixon and Sadie Pop; photo by Rick Garcia/@IndustryByRick