Planet Swirl is a Dallas lifestyle community built around the hotel floor takeover, and it says openly what it is for: in its own words, the interracial swinger lifestyle scene in Dallas, 'for grown people who want more than ordinary'.

Unusually for a party brand, most of its site is teaching rather than selling. There is a lifestyle-terms glossary, a page explaining what a takeover actually is, a code of conduct it calls The Standard, and a twelve-page first-timer guide sold through its own shop — written, it says, for people who 'walk in unsure of what to expect, how to move, or how to read the room'. It also runs a podcast, Swirl State of Mind.

The events themselves are occasional rather than monthly: one takeover is on the calendar at a time, ticketed through the brand's own checkout in room-and-pass bundles priced separately for couples, single men and single women.