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Snuggle House closes its doors after only 3 weeks of selling hugs in Madison

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The Snuggle House, a new snuggle business that recently opened in Madison, Wisconsin, has closed its doors after only three weeks of operation. It wasn’t for lack of customers that the Snuggle House closed, it was the constant hounding from the city officials and police that prompted Matthew Hurtado to close the doors, according to ABC News on Dec. 10.

First of all what is a snuggle business? It is a place you go to and crawl into bed with a professional snuggler for a 60 minute snuggle session. The price is $60 an hour. There is no sex involved, this is part of the new “touch-therapy” movement.

It seems the city officials and police weren’t buying the claims of a no-sex business when the rooms all contained beds. They made getting his business off the ground a tough ride apparently with concerns that it may be a front for prostitution.

One of the latest threats from the city authorities was that they were planning to set up a sting and send undercover police in posing as customers. These police would try to entice the professional snuggle coaches for more than what they officially offer. They planned to try and get them to agree something along the lines of sex rather than merely hugging a paid client.

Hurtado worked with the officials of Madison, which is called an “uber-liberal” city by ABC News. He developed policies, installed surveillance cameras in each room and did background checks on both clients and employees. He installed panic buttons in each room in case something got out of hand.

City officials have a different take on this, denying any “hounding” of the business. As far as a sting goes, they do this for bars or any business they think is beneficial, replied Police Lt. David McCaw.

Hurtado said he was in the hospital recuperating from Lyme disease and with all the poking and prodding he went through he often found himself wishing for a hug. Touch therapy is becoming popular, but apparently not in Wisconsin.

Hurtado closed the doors because of all the negativity from the city and it got to a point where he decided not to continue on. He plans to give away the furniture and sublet the space where his Snuggle House once was.


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