Sachs (right), with Girl Bar cofounder Gans, says the LPGA should follow the Sparks' lead.
Gabe Palacio
The WNBA's Los Angeles Sparks created some recently by entering into a marketing agreement with Girl Bar, a 12,000-member nationwide lesbian social club. Conservatives decried the deal, calling it the latest example of moral depravity, while liberals praised the move, saying it shows that the U.S. has become more tolerant. Abstaining from the debate was the LPGA, the preeminent women's sports organization.
The L word has long been taboo among members of the LPGA, founded in 1951. The organization's executives and players are in general accord that acknowledging the presence of lesbian golfers and fans on their tour only gives ammunition to those who are fixated on the sexual orientation of women athletes, and that such an acknowledgement would result in a loss of sponsorship dollars and endorsement opportunities.
The WNBA's Los Angeles Sparks created some recently by entering into a marketing agreement with Girl Bar, a 12,000-member nationwide lesbian social club. Conservatives decried the deal, calling it the latest example of moral depravity, while liberals praised the move, saying it shows that the U.S. has become more tolerant. Abstaining from the debate was the LPGA, the preeminent women's sports organization.
The L word has long been taboo among members of the LPGA, founded in 1951. The organization's executives and players are in general accord that acknowledging the presence of lesbian golfers and fans on their tour only gives ammunition to those who are fixated on the sexual orientation of women athletes, and that such an acknowledgement would result in a loss of sponsorship dollars and endorsement opportunities.
Sachs is all business when it comes to sexual preference and sports. "The Sparks aren't saying that their team is lesbian or that they're promoting lesbianism," she says. "Our deal with the Sparks has nothing to do with the players; it has to do with the bottom line. A lot of lesbians like sports, and their dollars are as green as anyone else's. As much as I would like to think the Sparks did this for social advancement, I know better. They did it to reach a fan base that will buy tickets."
Hersch says the issue is "like Velcro" to the LPGA. "It's a stigma that will always be associated with the tour," he says, "but does that mean we should market to [lesbians]? I don't know."
Sachs has no such doubts. "My advice to LPGA officials is not to worry about it so much," she says. "The LPGA's approach has been an example of the saying, Whatever you resist, persists. Resisting the reality has brought the LPGA negative publicity, but if the tour looks at the Sparks thing, it will see that the national media have put a hugely positive spin on it. People know lesbians watch sports, and they can handle it, so let's stop the ostrich thing. Let's get real."
In 1990, Sandy Sachs (reclining) and Robin Gans moved from New York to Los Angeles, only to find lesbian nightlife a little lacking. That year they opened Girl Bar, with an emphasis on hot DJs and a sexy and very visible clientele. Not a pair to rest on their laurels, they've expanded their sapphic domain to Girl Bar nights at clubs in Phoenix and Chicago, and to Palm Springs, Calif., where they cofounded the annual Girl Bar Dinah Shore Weekend, the largest lesbian event in the world. Sachs (who was the inspiration for L Word character Dawn Denbo, played by Elizabeth Keener) and Gans's most recent joint venture is Murano Restaurant & Lounge.
