Walking through the historic Nevada town of Virginia City, Hof told "Nightline" his business is as much a part of this state's history as gold mining.
It is, he says, part of the Wild West culture that today has evolved into Las Vegas.
Back at the Bunny Ranch, where just about everything is for sale, Hof's ladies seem to be sold on the idea.
"There's no way that you can establish a place like this and not make money and help the economy," said Cheyenne Capri. "It's impossible."
So the answer to the recession according to Capri is sex.
And Hof doesn't see it as just a punch line to some crude joke. After all, he is a businessman.
"Well, nothing is going to change ... if they put prostitution into Las Vegas or Reno," he said. "It's going to be in certain areas, controlled. The signage is going to be a certain size. It's not going to be in your face. You're not going to have big billboards that say, 'Hookers, 8 miles away.' That's not going to happen."
And so the shopping spree for prime brothel real estate rolls on -- counting on a recession to bring good times to the most controversial business in America.
"There's no end to what it can be," said Hof. "The sky is the limit."