All you scenesters have probably noticed that changes are afoot at The Transfer - Frisco Disco got booted, Sno-Drift has moved to UndergroundSF, and Joshua J ended Big Top there when he started M4M at UndergroundSF. In addition, I've heard that general manager Yasser was fired a few weeks ago. So, you might be wondering what's up over at that grubby little dive of a club?
According to a source within the industry familiar with The Transfer and owner Greg Bronstein, the closing of Jet to expand it into the next door space on Market has caused Bronstein to turn his attention to his other properties (he also owns The Bar on Castro and Lime), and he wasn't too happy with what he saw at The Transfer. Apparently his intention is to make it "more gay," and to try and bring its cash flow up to the same level as The Bar on Castro (which reportedly brings in multiple thousands of dollars a day gross). Given that The Transfer has a crappy sound system, and is a tiny, uncomfortable dive bar in a bad location, I wonder how it will ever meet the same standards as The Bar, but then it's not my business, either.
One of the more interesting manifestations of Bronstein's attempts to remake The Transfer can be seen in a recent ad for the bar in Gloss, which goes like this:
Being Laid Off Doesn't Mean You Can't Get Laid At The Transfer
"I didn't know you could check out cute bartenders, dance to hip hop, and drink $1 drinks all at the same bar," says Bon Qui Qui
So, in an attempt to revitalize The Transfer as a gay bar, Bronstein is reaching out to cheap, unemployed fags who are into hip-hop, and has chosen someone whose name translates to something like "good who who" as a spokesperson? Yep, works for me.