American Greed

American Greed

Joe Conforte: America's Father of Legalized Prostitution

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The Mustang Ranch. It's the famous brothel where sex is always for sale. Joe Conforte is the pioneering pimp who makes millions peddling sex at the Nevada Ranch. He creates a brothel empire and defies the law. But his thirst for power and influence ultimately bring him down.American Greed profiles the story of a sex, power and death.

The Mustang Ranch. It's the famous brothel where sex is always for sale. Joe Conforte is the pioneering pimp who makes millions peddling sex at the Nevada Ranch. He creates a brothel empire and defies the law. But his thirst for power and influence ultimately bring him down.

American Greed profiles the story of a sex, power and death.

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Posted 27 Feb 2009

America's Father of Legalized Prostitution

From taxi driver, to brothel czar, to fugitive, Joe Conforte's quest to legalize brothels takes him on an adventure that will include fame, wealth, women and murder.
Source: Reno Gazette-Journal

From taxi driver, to brothel czar, to fugitive, Joe Conforte's quest to legalize brothels takes him on an adventure that will include fame, wealth, women and murder.

The Brothel King's Bride

Once Conforte makes his way to Reno, Nevada, in the mid-1950s, he meets this woman, Sally Burgess, a brothel owner herself. In 1955 they join forces and open the Triangle River Ranch Brothel. It's a partnership that lasts almost four decades.
Source: Reno Gazette-Journal

Once Conforte makes his way to Reno, Nevada, in the mid-1950s, he meets this woman, Sally Burgess, a brothel owner herself. In 1955 they join forces and open the Triangle River Ranch Brothel. It's a partnership that lasts almost four decades.

The Law

Joe and Sally's brothel runs into trouble when this man, Bill Raggio, becomes the District Attorney of Washoe County. He deeply dislikes Conforte's flashy attitude and has the brothel boss arrested three times for Vagrancy. Wanting revenge and to get the charges dropped, Conforte sets up Raggio with an underage woman who attempts to lure the DA into a sex trap. The plot backfires. On July 2nd, 1960, Conforte is convicted for extortion.
Source: Reno Gazette-Journal

Joe and Sally's brothel runs into trouble when this man, Bill Raggio, becomes the District Attorney of Washoe County. He deeply dislikes Conforte's flashy attitude and has the brothel boss arrested three times for Vagrancy. Wanting revenge and to get the charges dropped, Conforte sets up Raggio with an underage woman who attempts to lure the DA into a sex trap. The plot backfires. On July 2nd, 1960, Conforte is convicted for extortion.

Joe Conforte's Prison Casino

Even prison can't keep Conforte down. Gambling is legal in Nevada, and in the early 60s, it's also legal inside the State Prison. While serving his sentence for extortion, Conforte runs the prison casino.
Source: Nevada State Library and Archives

Even prison can't keep Conforte down. Gambling is legal in Nevada, and in the early 60s, it's also legal inside the State Prison. While serving his sentence for extortion, Conforte runs the prison casino.

The District Attorney

With Conforte's help, this man, Virgil Bucchianeri, is elected District Attorney of Storey County. It's the same place where Conforte's brothel, the Mustang Ranch, is located. The two men share a close friendship, with the DA pushing the county commission to legalize brothels throughout Storey County on January 6th, 1971.
Source: Reno Gazette-Journal

With Conforte's help, this man, Virgil Bucchianeri, is elected District Attorney of Storey County. It's the same place where Conforte's brothel, the Mustang Ranch, is located. The two men share a close friendship, with the DA pushing the county commission to legalize brothels throughout Storey County on January 6th, 1971.

The Business of Boxing

In the mid-70s, with their brothel business booming, Joe and Sally look to move into another arena: boxing promotion. They sign up to represent this man, Oscar Bonavena, once the 7th ranked heavyweight in the world who fought boxing legends Muhammad Ali and Joe Frazier.
Source: AP Images

In the mid-70s, with their brothel business booming, Joe and Sally look to move into another arena: boxing promotion. They sign up to represent this man, Oscar Bonavena, once the 7th ranked heavyweight in the world who fought boxing legends Muhammad Ali and Joe Frazier.

The Boxer

Bonavena is interested in more than boxing, however. He begins to romantically pursue Sally, and publicly claims that he's going to take over the Mustang Ranch. The rumor infuriates Joe, who tells Bonavena to leave Reno and never come back. On May 22nd, 1976, Bonavena ignores the warning and shows up at the Mustang Ranch where he is shot dead.
Source: Reno Gazette-Journal

Bonavena is interested in more than boxing, however. He begins to romantically pursue Sally, and publicly claims that he's going to take over the Mustang Ranch. The rumor infuriates Joe, who tells Bonavena to leave Reno and never come back. On May 22nd, 1976, Bonavena ignores the warning and shows up at the Mustang Ranch where he is shot dead.

Charged with Murder

Ross Brymer, a Mustang Ranch security guard, takes the heat for Bonavena's killing, saying he shot the boxer in defense. He eventually pleads guilty to manslaughter and is sentenced to two years in prison.
Source: Reno Gazette-Journal

Ross Brymer, a Mustang Ranch security guard, takes the heat for Bonavena's killing, saying he shot the boxer in defense. He eventually pleads guilty to manslaughter and is sentenced to two years in prison.

Tax Evasion

Conforte finds himself in more trouble in April 1977 when he and wife Sally are indicted on federal charges of tax evasion. They are found guilty on four counts and eventually rack up a more than $18-million tax debt with the IRS.
Source: Reno Gazette-Journal

Conforte finds himself in more trouble in April 1977 when he and wife Sally are indicted on federal charges of tax evasion. They are found guilty on four counts and eventually rack up a more than $18-million tax debt with the IRS.

Bankruptcy

In 1982, Sally Conforte files for bankruptcy, which delays the IRS seizure of the Mustang Ranch and keeps the brothel open for business. But in 1990, the Conforte's haven't paid off their tax debt, and the I.R.S. finally seizes the Mustang and puts it up for sale at a public auction.
Source: Reno Gazette-Journal

In 1982, Sally Conforte files for bankruptcy, which delays the IRS seizure of the Mustang Ranch and keeps the brothel open for business. But in 1990, the Conforte's haven't paid off their tax debt, and the I.R.S. finally seizes the Mustang and puts it up for sale at a public auction.

The Auction

At the auction, the winning bid comes from a company called Mustang Properties, Inc. The company is headed by Conforte's personal attorney, Peter Perry (pictured here with Joe Conforte). Perry would later turn government witness and admit that the company was a sham run by Joe Conforte.
Source: Sharnel Silvey

At the auction, the winning bid comes from a company called Mustang Properties, Inc. The company is headed by Conforte's personal attorney, Peter Perry (pictured here with Joe Conforte). Perry would later turn government witness and admit that the company was a sham run by Joe Conforte.

The County Commissioner

Shirley Colletti is a former Mustang Ranch madam and Storey County Commissioner. On July 8, 1999, she is found guilty of co-conspiring with Conforte to help him retain control of the Mustang Ranch and is eventually sentenced to almost four years in federal prison.
Source: Reno Gazette-Journal

Shirley Colletti is a former Mustang Ranch madam and Storey County Commissioner. On July 8, 1999, she is found guilty of co-conspiring with Conforte to help him retain control of the Mustang Ranch and is eventually sentenced to almost four years in federal prison.

The End of An Era

On August 9, 1999, the Conforte era of the Mustang Ranch comes to an end. The brothel is shut down and the gate padlocked by the Federal Government.
Source: Reno Gazette-Journal

On August 9, 1999, the Conforte era of the Mustang Ranch comes to an end. The brothel is shut down and the gate padlocked by the Federal Government.

New Location

In 2003, after the Mustang Ranch buildings sit dormant in the desert for more than four years, the feds put the structures up for sale. Lance Gilman, a Storey County land developer, buys the beat-up buildings and moves them piece by piece to a new location 20 miles outside Reno.
Source: Susan Austin

In 2003, after the Mustang Ranch buildings sit dormant in the desert for more than four years, the feds put the structures up for sale. Lance Gilman, a Storey County land developer, buys the beat-up buildings and moves them piece by piece to a new location 20 miles outside Reno.

Remodeled Mustang Ranch

In July 2007, after a massive renovation, Lance Gilman and Susan Austin open up the newly remodeled Mustang Ranch. Four thousand people attend the Grand Re-opening, including special guest Joe Conforte who appears live via satellite from Brazil. He gives his blessing to Lance and Susan and the new Mustang Ranch.
Source: Susan Austin

In July 2007, after a massive renovation, Lance Gilman and Susan Austin open up the newly remodeled Mustang Ranch. Four thousand people attend the Grand Re-opening, including special guest Joe Conforte who appears live via satellite from Brazil. He gives his blessing to Lance and Susan and the new Mustang Ranch.

Joe Conforte Today

Today, the indictment stands against Joe Conforte, who remains a fugitive living in a penthouse in Brazil off money that the U.S. Government says belongs to it. Conforte still owes more than $18 million in back taxes and penalties to the IRS.
Source: Douglas Engle/Australfoto

Today, the indictment stands against Joe Conforte, who remains a fugitive living in a penthouse in Brazil off money that the U.S. Government says belongs to it. Conforte still owes more than $18 million in back taxes and penalties to the IRS.

The Mustang Ranch: Money, Women & Murder

Joe Conforte, America's father of legalized prostitution makes millions peddling sex at the Mustang Ranch.  Find out more...

Joe Conforte, America's father of legalized prostitution makes millions peddling sex at the Mustang Ranch.  americangreed.cnbc.com

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