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In the pink: Businesses start reaching out to gay consumers

Hera Diani and Bruce Emond, The Jakarta Post, Jakarta
Jan 2, 2005

It used to be tough to find standing space during the "gay" night at packed Jalan Jalan club in Menara Imperium tower, South Jakarta.

These days, patrons find themselves in uncomfortably wide open spaces.

The place to hang out for the gay community every Sunday night during the late 1990s, the nightclub suddenly faces a difficult reality, with several new competitors drawing the crowd away.

Even rescheduling its gay night to Wednesday does not seem to have helped much. Although a crowd gradually gathered for the drag and beefcake shows on a recent weeknight, hardly anybody from the mostly young patrons was buying a drink, despite enticements to "buy one, get one free".

It was a far cry from the nightclub's heyday, when locals and expatriates filled the venue, whiling away the last hours of the weekend by catching a fashion show or performance by Tata Dado and his Silver Boys drag troupe.

A manager, who spoke on the condition his name was not used, admitted times were challenging. For one, Jalan Jalan faced direct competition on Sunday night from the La Dolce Vita theme night of Centro in South Jakarta, which opened earlier this year.

There was also the presence of Two Face, the stylish lounge-bar which offers a gay night on Saturday, located behind Menara Imperium.

Gay men suddenly had a choice -- and many chose to spend their rupiah on Saturday night instead.

"We aim for the upmarket community, smart, affluent businessmen. But now we have so many competitors, we have to be realistic. We're open for any kind of people now," "Willy" said, noting the club has scrapped its Rp 35,000 (almost US$4) entrance charge but does have a "first drink" entry fee policy.

Jakarta, like many major cities in Asia, from Singapore to Bangkok, Taipei to Manila, before it, may finally be waking up to the "pink power" of gay consumers, especially men with lots of disposable income (lesbians have their own clubs and meeting places, but due to societal constraints tend to keep a lower profile).

Limited to holes in the walls during the late 1980s (the venerable Press Club on Jl. Veteran) and fly-by-night upmarket clubs the following decade (Voila in the Patra building on Jl. Gatot Subroto), gay men had a choice of Jalan Jalan on Sunday, or the cavernous, stuffy, ear-splitting but enduring Moonlight in Kota, West Jakarta, by the late 1990s.

Many, afraid of being singled out as gay in this traditionally conservative society, chose instead to mingle in with the straight crowd at places like Tanamur, whose upstairs was unofficially reserved for them.

It and other nightspots, like several hotel fitness centers in the city, which have gradually built up predominantly gay clientele, were friendly toward the community without having to advertise the fact.

Today, gay men, increasingly recognized, if not accepted, after the success of last year's gay-themed movie Arisan and 2001's best-selling book Supernova by Dewi Lestari, are spoilt for choice in how to spend their money during a night on the town.

Although some gays choose not to go to the clubs, either because they are still closeted or they consider them nothing but meat markets, others welcome them as a welcome escape from their usual getting by in straight society.

"It's our own little world, the only place where you can turn the world upside down," said Donny, 26.

With the exception of Monday, every night is a gay or "rainbow" night at a club in the city. Apart from Jalan Jalan, Two Face and Centro, there is Avenue at Sari Pan Pacific in Central Jakarta (Tuesday night); West Pacific at the Jaya Pub building on Jl. Thamrin, Central Jakarta (Friday); and Wonder Bar at Taman Ria Senayan, Central Jakarta (also Wednesday).
The latter is under the same management as Embassy, one of the most popular clubs in town.

Centro, opened in late 2003, launched its gay night seven months later and has enjoyed success.

"Every Sunday night, some 500 people show up. That's because we come up with something different every week: DJs imported from Singapore, fashion shows and much more," said the club's public relations officer, Joy Tan.

Following the lead of its parent club in Singapore, Centro is targeting affluent consumers, with a minimum age of 19 -- there is an ID check at the gate -- and cover charge of Rp 45,000.

"Visitors must dress neatly, no sandals or shorts. It's important to create an image from the beginning to be competitive. And it looks like other places are following us, we're, like, a trendsetter," Joy said.

"On gay nights, even heterosexual couples show up, too."

Embassy's management turned its club CO2 into Wonder Bar in recognition of the potential market.

"As more clubs emerge, the previous place became uncompetitive. So we upgraded it, targeting a new, more exclusive market aged 21 above, as well as the gay community," said Radian Rahmananta, general manager of Embassy.

Opened in November, the gay night has begun to attract visitors even though the cover charge is relatively high at Rp 60,000.

Two Face has been particularly successful; bar employee Nunu, an unofficial "welcome wagon" man for gay visitors, said the bar could get up to 400 patrons on a Saturday night, each of them paying the Rp 50,000 cover charge.

Another gay club, Qzone, located at Vg club on Jl. Pintu Besar Utara, opposite Museum Fatahillah in Kota area, West Jakarta, is set to be launched on Jan. 15.

One of the owners, American expatriate Jason O'Donnel, said the idea for the venue came after he visited Singapore and saw the many gay-oriented establishments.

"I thought, 'why does Jakarta, a city that is double in size and more open, have fewer gay clubs?'" said O'Donnel.

With a gay night every Saturday, Qzone is aimed at the middle to upmarket range, with a cover charge of Rp 30,000.

"But it's not a discotheque kind of thing, it's more of a bar, cafe, lounge, with a mix of entertainment.

"We'll see how it goes," he said.

Club managers said they were not concerned by a possible backlash from hardliner religious groups.

"We have strong coordination with the police," said Radian.

Joy, meanwhile, said performances were tame compared to those found abroad.

"We don't worry about raids, we're still following local customs. There is only a comedy show, or g-string fashion show."

Some gay people argue that the emergence of gay-themed nights at nightclubs is more about dollars and cents than greater tolerance.

"It appears the gay community is more appreciated and recognized, but I don't think so. The social stigma about homosexuality still exist," said "Miki", 28, a reporter.

Andi, public relations for Avenue, said there was resistance from some members of the management when the idea of a "rainbow" night was first proposed, but it waned once the potential was recognized.

But he acknowledged there is still the fear of being ghettoized among some gays, which indicates that the community is not entirely accepting of itself.

"Gay people still have a strong sense of gengsi (pride); I don't think they would want to go to a place that advertised itself as exclusively gay every night."