Just off Kellogg Avenue, near the train tracks, is a small storefront that’s easy to zip by without a second thought. Slow down, take a glance – and you may be surprised by what is behind its doors.

The opening of Peep Land, visible from high-traffic areas on Duff Avenue, is bringing attention to adult entertainment in Ames.

Peep Land, 520 S. Duff Ave., is the second adult specialty store in Ames. The store opened in early January of this year and offers its customers a variety of products and services, including shows by live adult models.

“Ames ain’t never had a spot like this . We figured they needed a little more atmosphere,” said Scott Newman, a friend of Peep Land’s owner and occasional maintenance man.

The first adult specialty store, Pleasure Palace II, 117 Kellogg Ave., has been in business in Ames for more than 10 years. Pleasure Palace II also offers a wide range of specialized products including toys, videos, magazines, novelty items, clothing, body oils and books.

“We’re open to a different clientele than Peep Land,” said Kevin Duda, Pleasure Palace II manager. “We have . a better variety.”

Employees of both businesses said they do not view the other as competition.

“It’s like having two book stores in the same town,” said Michael Hamilton, Peep Land employee.

Unlike Peep Land, Pleasure Palace II does not offer any live shows. However, Duda said he does not view this as a threat to Pleasure Palace II’s success.

“They just tried something new – they tried to get live dancers in there,” he said. “But for the prices they charge, it’s pretty obnoxious.”

While these businesses serve specific audiences, demand for their services is still up for debate.

“[The demand’s] not as high as there is in Des Moines,” Hamilton said.

However, Newman said the establishment is busy.

“The door’s been constantly open, customers coming in, looking at us,” he said. “They see we’re clean, respectful.”

Lizz Peterson, junior in art and design, said she visited Pleasure Palace II once and bought flavored body oils from the store.

“I went to buy a funny bachelorette party gift,” she said. “[My friends] were attached to me – they didn’t want to move from my side. I didn’t want to stay in there too long, so I just asked the lady for help.”

Peterson said she felt uncomfortable in the store, even though she went in with friends. This is the sort of attitude Duda said he wants to diminish.

“It’s a clean atmosphere,” he said. “You’re not going to walk in here and have it dark and dirty. It’s well lit. It’s just like walking into Target.”

Ames may not be the typical locale for businesses such as Pleasure Palace II or Peep Land, but neither is struggling.

“We love Ames,” Newman said. “Ames is a good place, a good location, and it’s good for business.”