"Heidi's Stud Farm" outside Pahrump in Nye County, Nev., will charge women $250 an hour for the services of male prostitutes.
"Women are more independent these days; they make more money and it's hard to meet people," Fleiss told The Los Angeles Times Wednesday as she packed her bags for Nevada.
"You wouldn't believe the number of women who've told me, 'Heidi, if you do this, I'll be the first one in line!' I mean, relationships are harder than dieting, you know what I mean?"
Fleiss served 21 months in prison in the late 1990s for money laundering, pandering and tax evasion -- charges stemming from her prostitution business catering to Hollywood's elite.
Her latest -- and legal -- venture is with Joe Richards, who has owned Nevada brothels for 30 years.
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