For the second time in 10 months, Pattaya’s Identi a-Go-Go is getting new owners and will reopen this summer.
Aussie Joey, who in April 2025 bought Le Pub from Phil “Mr. Egg” Ross, handed over 2 million baht three months later to the Russian couple that owned Identi, a single-shophouse go-go close to Walking Street’s South Road entrance.
Over the next half-year, Joey sunk undisclosed sums into the bar to change it from “a place that looked like it was decorated by a Russian woman” to a modern chrome pole palace with a low, illuminated, glass stage, LED lighting on the walls, new mirrors, new sofas, new frontage and two outdoor podium stages.
Identi Joey’s First Go-Go Bar
But Aussie Joey, 31 at the time of buying Identi, was new to the industry – and Thailand for that matter – and struggled to find honest mamasans and the connections to land troupes of attractive ladies to work the stage.
While Identi’s opening week featured 40+ dancers, numbers soon dropped and fell as low as a handful by the winter. No girls means no customers. And no customers mean no girls will work there. Identi was caught in the classic Catch-22.
Faced with rent payments of 250,000 baht a month, Joey finally pulled the plug on Identi in March and moved his remaining staff to the successful Le Pub, rechristening it “Super Le Pub a-Go-Go”.
New Neighbor, New Partner
The closure came at the same time that popular Bangkok expat and bar owner John Walker was buying Ross’ former Milk a-Go-Go next door to Le Pub. Walker – the owner of the Vicky’s Secret go-go on Soi Cowboy – reopened Milk on May 10 as Vicky’s Secret Pattaya.
Aussie Joey and Walker are both clients of Thailand’s No. 1 nightlife photography and photography agency, Digital a-Go-Go but didn’t know each other. Digital a-Go-Go introduced them and fate smiled on the meeting.
Walker not only bought what would become Vicky’s Secret Pattaya, but the failed i-Doll bar project across Soi Diamond. With three adjoining bars, both men and Digital a-Go-Go hatched a plan to revitalize Soi Diamond.
At the same time, the Aussie and the Brit began talks for Identi’s sale. While the new, reworked lease has not been signed yet, the deal has been done. The plan is for Walker to first finish renovations of i-Doll (which will be renamed) and then remodel Identi, as Joey had removed many fixtures to upgrade Le Pub.
Vicky’s Value Model Replicated on Walking Street
The same size, i-Doll (whatever its new name is), and Identi will share a common design. By using the same flooring, materials and other items, the renovation cost for both will be lowered. And, while it won’t be called Vicky’s Secret, the new Identi will follow the Vicky’s formula of offering great value for the money.
The Vicky’s Value Menu, available now at both the Soi Cowboy and Soi Diamond locations (and the other bars after opening) features local beers, Gilbey’s gin and vodka, Johnnie Walker (no relation) Red, single tequila shots and two soju shots for just 100 baht, all night, every night.
That will be a huge draw to people who rightly claim Walking Street is too expensive.
So Identi is now a black spot on Walking Street, but it won’t be that way for long.
