Fistful of Gay Pride Dollars

This weekend is all about pink dollars in West Hollywood.

Over 400,000 people are expected to attend this year’s LA Pride celebration, happening Friday-Sunday. Those 400,000 people will be spending money. Lots of it.

According to a 2007 report commissioned by Christopher Street West, Pride weekend generates $22.7 million for the area. Of that, $16.4 million is spent in West Hollywood, while $6.3 million is spent in Los Angeles.

Area businesses can’t wait.

“It’s my busiest weekend of the year,” reports Larry Block, owner of the Block Party clothing store, housed in the old A Different Light bookstore building at 8853 Santa Monica Blvd. “We always load up on all things Pride from flags to buttons to magnets to stickers. And of course clothing. Everybody is in the Pride spirit, people come from all over and leave with all things gay.”

Pride is also the busiest weekend of the year by far at where they’ve removed most of the furniture and set up extra bars in anticipation of the crowds coming in. 

“On Saturday, we'll probably see about 10,000 people come through our doors,” said Abbey founder David Cooley. “On Sunday, we're at the very end of the parade route and will see almost 15,000 people move through our doors over the course of the day.”

At the PAR LA clothing boutique ay 8250 Santa Monica Boulevard, has stocked up on pride-related t-shirts he designed, expecting to sell out by the end of the weekend.

“We’re anticipating a huge weekend,” said PAR LA brand manager Heather Manasseh. “Last year, we were non-stop, crazy town in here. We did triple our normal business. We hope to do even better this year.”

According to the CSW report, each person spends an average of $52 per day during Pride weekend. That sums up to $1.4 million spent on lodging, $6.5 million spent on meals out and $5.5 million spend on drinks. Another $4.1 million is spent on shopping/souvenirs, while $2.5 million is spent on transportation and parking.

In terms of tax revenue, the city of West Hollywood will reap $229,000 in lodging and retail sales tax, while Los Angeles will receive $92,000 in taxes.

“The City of West Hollywood‘s yearly investment in PRIDE events is substantial,” say City Councilman John D’Amico. “And without fail that investment pays off every year in treasure to city coffers, mountains of local and national press and most importantly a surge in PRIDE among the people who enjoy their weekend in our city. It’s an investment worth every penny.”  

But just like with Christmas, while the economic boom is substantial, many point out that it is important to remember the true spirit of the Pride season – celebrating a freedom that did not exist a half century ago. 

“Gay Pride is one of my favorite weekends of the year,” says Cooley. “When you're walking through The Abbey during Gay Pride you see our regulars, guests from around the world, celebrities, politicians, all in a good mood and ready to party.”