The Playboy Club is experiencing a resurgence—not just on TV, but in Chicago, just blocks from where the original club opened more than half a century ago. Playboy has signed a licensing deal for a new Chicago club, possibly to be opened in a mansion on the Near North Side. Playboy's CEO confirms the deal is in the works, and says the club will likely open by early next year.
In addition to the new TV show and the Chicago club, new Playboy Clubs have opened in Las Vegas, London, Macau, and Cancun since 2006. The Chicago location, however, would be the first new club not attached to a hotel or casino, and will test the viability of a standalone club, Chicago Business notes. “There's a retro appeal of Playboy that's still tied to the brand that could attract a young audience,” says one Playboy expert. “But will it be able to set itself apart in a way where people will make a return visit?”