REDLANDS, California – Corona businessman Carlos Padilla went to a Redlands topless bar Wednesday to see his hero, Hustler magazine publisher Larry Flynt.
“Believe it or not, he’s my idol, he’s an entrepreneur” said the 34-year-old president of Corona-based Bring It Hard Productions, which organizes motocross and other events. “I know he’s infamous for Hustler but he also owns a lot of other magazines.”

Flynt – porn magnate, self-styled free-speech crusader and recent gubernatorial candidate – paid a visit Wednesday evening to a Redlands topless nightclub bearing his name: the ninth in the world to adopt the Larry Flynt’s Hustler Club label.

“At every place that’s done it before, it’s always had a positive effect,” Flynt said during the invitation-only event marking the name change. “Business always increases. The Hustler brand name has been around for 30 years.”

Flynt said that Hustler clubs have been established in Westminster, Beverly Hills and San Francisco, as well as New Orleans, St. Louis, Baltimore, New York City and Paris, France.

The Redlands club changed its name about a month ago. It did not change ownership but has an agreement with Flynt to use his name, club assistant manager Jeremy Mojica said Wednesday.

Padilla said adopting the Flynt name was a good move.

“It gets more people’s attention,” he said while he waited to have his photo taken with Flynt. “The Hustler name carries a lot more weight.”

At the club Wednesday, loud electronic songs by Prodigy and party anthems like “Tequila” blasted from the club’s sound system while scantily clad women milled about.

About 5:30 p.m., Flynt and his entourage arrived and he was rolled out in a wheelchair equipped with gold-plated wheels. Wearing a brown blazer with a collarless beige dress shirt, the self-described smut peddler posed for pictures in the club’s VIP room.

Redlands Mayor Susan Peppler Wednesday said the club’s name change did not require City Council approval and declined to comment further on the matter.