Finocchio’s, the iconic nightclub nestled in the heart of San Francisco’s North Beach, was much more than just a venue for entertainment; it was a symbol of the city’s openness, creativity, and the bold defiance of societal norms. Spanning over six decades from its inception in 1936 until its closure in 1999, Finocchio’s offered a unique stage where the lines between gender and performance were artfully blurred. It became a cultural landmark that captivated audiences, attracted tourists from around the world, and played a significant role in the evolution of drag performance and LGBTQ+ nightlife in America.

Origins: The Spark of an Idea

The story of Finocchio’s began during the Prohibition era, a time when speakeasies and underground clubs thrived in response to the ban on alcohol. Joe Finocchio, the son of Italian immigrants, was working in his father’s speakeasy when a moment of inspiration struck. One night, a regular customer entertained the patrons with a spontaneous imitation of Sophie Tucker, a famous vaudeville singer and actress known for her bold, brassy persona. This impromptu performance left a lasting impression on Joe Finocchio, who was struck by the potential of a nightclub where men could perform as glamorous, sophisticated women.

Joe envisioned a venue where these performances were not just novelties but were celebrated as an art form, combining elements of vaudeville, cabaret, and burlesque. This vision took shape when he opened Finocchio’s on June 15, 1936, at 506 Broadway. The club quickly established itself as a place of intrigue and excitement, drawing a diverse crowd eager to witness performances that challenged conventional norms of gender and sexuality.

The Club’s Golden Age

From its earliest days, Finocchio’s stood out as a haven for performers who specialized in female impersonation, a form of drag performance that was both glamorous and daring. The club offered a stage to men who could convincingly transform into glamorous women, complete with elaborate costumes, makeup, and mannerisms that echoed Hollywood starlets and Broadway divas.

Among the most renowned performers at Finocchio’s was Lucian Phelps, who earned the nickname “The Male Sophie Tucker.” Phelps, with his powerful voice and commanding stage presence, became one of the club’s longest-running acts, performing there for an astounding 27 years. His ability to channel the essence of Sophie Tucker while bringing his own flair to the performance made him a favorite among the club’s patrons. Another star of the Finocchio’s lineup was LaVerne Cummings, whose elegance and poise captivated audiences night after night. Cummings, along with Phelps and other performers, helped establish Finocchio’s as a must-visit destination for anyone seeking a unique and dazzling night out.

The club’s popularity was such that it became a favored stop for tourists visiting San Francisco. Finocchio’s was more than just a local hotspot; it was an attraction that drew visitors from across the country and around the world. Many came out of curiosity, eager to see the famous “female impersonators,” while others were drawn by the allure of a nightspot where the entertainment was unlike anything they could experience elsewhere.

Navigating Challenges: The WWII Era

The outbreak of World War II brought new challenges to Finocchio’s and other nightlife establishments across the United States. With a large number of military personnel stationed in and around San Francisco, the city’s bars and clubs became popular destinations for soldiers and sailors on leave. However, this influx of military customers also led to increased scrutiny from military authorities, who were concerned about maintaining discipline among the troops.

In 1943, Finocchio’s, along with several other bars, was placed “off limits” by military authorities due to concerns about the sale of liquor outside of authorized hours. This was a significant setback for the club, which relied heavily on its nighttime crowd. The ban threatened to curtail the club’s business during a time when the nightlife scene was booming, fueled by the presence of military personnel eager for entertainment.

Joe Finocchio, understanding the importance of maintaining good relations with the military, quickly took action. He, along with other bar owners, signed an agreement to limit the sale of hard liquor to military personnel between 5 p.m. and midnight, while allowing the sale of beer from 10 a.m. to midnight. This compromise allowed Finocchio’s to continue operating without alienating its military clientele, and the “off limits” order was lifted on New Year’s Eve in 1943. The club’s ability to navigate this challenging period demonstrated its resilience and the strategic acumen of its owner.

Decline and Changing Times

For many years, Finocchio’s thrived as a cornerstone of San Francisco’s vibrant nightlife. However, as the decades passed, the social landscape began to shift. The cultural revolution of the 1960s and 1970s brought about a greater acceptance of diversity and alternative lifestyles, including drag and cross-dressing. What had once been seen as taboo or subversive was now more widely embraced by mainstream society. This gradual acceptance, while positive in many ways, also meant that the novelty of female impersonation—once a significant draw for Finocchio’s—began to fade.

By the 1980s and 1990s, Finocchio’s was facing competition from a growing number of entertainment venues that offered similar performances. The rise of LGBTQ+ rights and visibility also meant that drag performances were no longer confined to a few select venues but could be found in bars and clubs across the country. The unique allure that had made Finocchio’s a must-visit destination was no longer as powerful, and attendance began to decline.

Compounding these challenges was the economic reality of operating in San Francisco, a city known for its high cost of living and soaring real estate prices. In the late 1990s, the club was hit with a significant rent increase that made it increasingly difficult to sustain operations. Eve Finocchio, who had taken over the management of the club after her husband’s passing, faced the difficult decision of whether to continue or to close the doors on a historic chapter of San Francisco’s nightlife.

The Final Curtain: Closure and Legacy

In 1999, after more than six decades of dazzling performances, Finocchio’s closed its doors for the last time. The final performance on November 27, 1999, marked the end of an era not just for the club, but for San Francisco itself. The closure was a poignant moment for the city, as it signaled the loss of one of its most distinctive and storied nightspots.

The reaction to the closure was a mix of nostalgia and sadness. Lawrence Ferlinghetti, a key figure in San Francisco’s literary and artistic community, captured the sentiment of many with his simple, yet evocative comment: “What a drag.” The remark was both a play on words, reflecting the club’s legacy of drag performance, and an expression of the sense of loss felt by those who had come to see Finocchio’s as a symbol of San Francisco’s rich cultural tapestry.

Despite its closure, the legacy of Finocchio’s lives on. The club’s influence can be seen in the continued popularity and evolution of drag culture, which has moved from the fringes to the mainstream of American entertainment. Shows like “RuPaul’s Drag Race” owe a debt to pioneers like Joe Finocchio, who created spaces where drag could flourish and be celebrated as an art form.

Finocchio’s also holds a special place in the history of San Francisco, a city known for its embrace of diversity and its role as a haven for those who defy convention. The club’s story is a testament to the power of nightlife as a force for social change, a place where boundaries can be pushed and where people can explore and express different facets of their identities.

In retrospect, Finocchio’s was not just a nightclub; it was a cultural institution that played a significant role in the history of LGBTQ+ nightlife in America. It provided a stage for performers to showcase their talents, a space for audiences to experience something new and daring, and a beacon of acceptance in a world that was often hostile to those who dared to be different. Today, the memory of Finocchio’s serves as a reminder of a time when San Francisco was at the cutting edge of entertainment and social progress, and its legacy continues to inspire those who seek to challenge norms and celebrate diversity.