Group uses cupcakes as way to offer adult entertainers, sex workers links to resources

Through a sweet gesture of love, Las Vegas resident Joy Hoover shows respect for one of Sin City’s largest industries.

As founder of The Cupcake Girls, Hoover and her staff distribute signature cupcakes crafted by a local pastry chef to adult entertainers in and around the valley.

“Cupcakes are just a really trendy way for us to connect and share who we are,” Hoover said. “A lot of times, it just brightens their days.”

The nonprofit, 3110 S. Valley View Blvd., Suite 201, recently celebrated its fourth anniversary of providing adult entertainers and sex workers with links to community resources, such as medical and dental care, legal advising, drug and alcohol rehabilitation and more.

Ninety-nine percent of the group’s clientele are genetic women. The group is also open to transgender women and men in any aspect of the adult industry, including strip clubs, brothels, escort work, pornography and webcamming.

“People don’t understand us sometimes, and we end up getting portrayed as heroes that come to rescue people in strip clubs,” Hoover said. “These individuals are not victims that need rescuing. We are just resources and support. When needs arise, as they do in any industry and (a) person’s life, we’re here for them.”

This year, the group has lofty goals of doubling its budget to secure a safe house, expand the resource center and create outpatient programs.

“Our outpatient programs would cover addiction, trauma recovery and education in career development,” Hoover said. “The safe house and resource center would provide everything in-house for physical, emotional, mental and, if people wanted, spiritual support.”

Henderson resident Sandy Ellis started volunteering with The Cupcake Girls about 3½ years ago. She’s helped visit brothels, take event photos, run the office and coordinate gifts.

“Through volunteering, I’ve realized how normal these (individuals) are. It’s like talking to old friends over coffee,” she said. “The Cupcake Girls are a group of women helping women (and men) and not judging each other. As a society, we tend to beat each other down, and it’s kind of silly.”

When connecting with individuals, Hoover said the organization’s motto is “respect, resources and relationships.”

“We’re very consistent and methodical on how we do this,” Hoover said. “It’s the same cupcakes, the same boxes, the same people visiting them each time.

“When we come into their workplace, we respect that they’re there to make money. We provide links to community resources, and eventually, it’s about building relationships.”

Former Las Vegas resident Shantell, who asked that her last name not be used, discovered The Cupcake Girls from a flier posted in the strip club where she worked. She started attending the group’s weekly support meetings and decided to exit the industry.

“I was sex trafficked for a few years before I saw the light and escaped,” Shantell said. “Now I am determined to prevent it happening to myself and others. These women need to know they are worthy of love.”

About 10 percent of the nonprofit’s clients have been sex trafficked, Hoover said. To help Shantell cope, Hoover assisted in sending her to a 12-month program that supports sexually exploited women.

Shantell said she plans to return to Las Vegas after completing the program to work with The Cupcake Girls and reach out to clients with similar stories.

“I started learning about true and genuine love compared to what I had experienced,” Shantell said. “These girls demonstrated this love for me without any strings attached. Their love and acceptance made me look at myself differently.”

As Michigan natives, Hoover and her husband felt compelled to help adult entertainers while vacationing in Las Vegas in 2009.

The couple moved west three months later and started working with a former nonprofit. When the group discontinued its charity work, Hoover was there to pick up the pieces.

“We didn’t originally come here to start a nonprofit,” Hoover said, “but we didn’t want to be another person in these people’s lives that said, ‘Hey, we’re here if you ever need anything,’ and then just disappear when things get hard.”

Nine months after starting the nonprofit in Las Vegas, Hoover expanded her services to the city of Portland, Ore.

“Portland has more strip clubs per capita than any city in the U.S., including Las Vegas,” Hoover said. “The thing is that strip clubs are smaller in Portland, so there’s definitely more entertainers in Las Vegas.”

By providing resources, Hoover focuses on helping individuals feel respected and valued.

“I want people to know their value,” Hoover said. “I was raised that everyone is a human being and deserves respect no matter our careers, stories or lifestyles.

“We walk alongside people and make sure they hear us when we say, ‘You matter. We believe in you.’ ”

For more information or to donate or volunteer, visit thecupcakegirls.org or call 702-879-8195.

To reach Henderson View reporter Caitlyn Belcher, email cbelcher@viewnews.com or call 702-383-0403. Find her on twitter: @caitlynbelcher.